Choice Hotels International has announced a major step forward in its digital strategy by integrating artificial intelligence across its entire business in partnership with Amazon Web Services. Rather than using AI for isolated tasks, the company has embedded it throughout its operations—from guest booking and search to franchise management and distribution—creating a more responsive and efficient system built on AWS infrastructure.
Choice Hotels Chief Information Officer Brian Kirkland said, “This enterprise-wide adoption of AI is the next chapter in Choice Hotels' history of innovation. As a leader in transformation, we are excited to reimagine how hospitality can adapt and grow. Our relationship with AWS gives us the opportunity to continuously advance our capabilities and turn intelligence into a lasting competitive advantage to support our guests and franchisees.”
Choice Hotels Chief Information Officer Brian Kirkland said, “This enterprise-wide adoption of AI is the next chapter in Choice Hotels' history of innovation. As a leader in transformation, we are excited to reimagine how hospitality can adapt and grow. Our relationship with AWS gives us the opportunity to continuously advance our capabilities and turn intelligence into a lasting competitive advantage to support our guests and franchisees.”
A key part of this transformation is the adoption of AWS’s AgentCore platform, which allows Choice Hotels to deploy intelligent agents that automate workflows and access trusted data securely. This enables the company to scale AI quickly and move from testing to full production.
The impact is broad. Guests benefit from more personalized and seamless experiences, including smarter search and tailored recommendations. Franchise owners gain access to AI-powered tools that improve decision-making in areas like pricing, maintenance, and guest communication. At the same time, the company is using AI to modernize its distribution systems, optimizing pricing and inventory to drive additional revenue. Overall, the move highlights a larger industry trend: AI is rapidly becoming essential to how leading hospitality brands operate and compete.
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