Choice Hotels International Opens Its 70th Annual Convention

Why It Matters

The rollout of AI‑powered revenue and booking tools gives Choice Hotels a competitive edge in extracting incremental revenue for franchisees, while the strong franchise pipeline signals continued market share gains across multiple segments.

Key Takeaways

• Choice Hotels launched AI‑powered EasyBid and RAISE tools for owners
• New Business Direct platform lets SMBs book directly on ChoiceHotels.com
• Extended‑stay franchise agreements rose 15% YoY, adding 66 U.S. hotels
• Core‑brand franchise deals up 14% YoY; Country Inn & Suites +50%
• International net rooms grew 13% YoY, nearing 160,000 rooms outside the U.S.

Pulse Analysis

At the convention, Choice Hotels positioned AI as the cornerstone of its next‑generation revenue engine. Tools like EasyBid automate group‑booking RFPs, while RAISE leverages machine‑learning to adjust rates in real time, promising faster response cycles and higher average daily rates. The forthcoming Business Direct portal expands the brand’s direct‑to‑consumer channel, allowing small‑ and medium‑sized businesses to bypass third‑party platforms and retain more margin. Together, these solutions aim to reduce operational friction and give franchise owners data‑driven pricing agility that rivals larger hotel chains.

Beyond technology, the company reported solid franchise expansion across its portfolio. Extended‑stay openings climbed to 66 U.S. properties, reflecting a 15% year‑over‑year increase and a pipeline of over 30,000 rooms. Core‑brand agreements surged 14%, driven largely by a 50% jump in Country Inn & Suites contracts, while upscale openings continued to strengthen the Ascend Collection and Cambria Hotels footprint. Internationally, net rooms grew 13% YoY, pushing the global footprint toward 160,000 rooms outside the United States, a testament to Choice’s aggressive overseas development strategy.

These developments arrive as macro‑economic conditions improve: interest rates have stabilized, hotel room supply remains constrained, and travel demand is on an upward trajectory. By coupling AI‑enhanced operational tools with a vigorous franchise pipeline, Choice Hotels is positioning itself to capture higher‑margin demand and deepen guest loyalty through its expanding Choice Privileges program, now exceeding 75 million members. The strategic focus on technology and growth equips the franchisor to outpace competitors and deliver sustained value to owners in a market where efficiency and personalization are increasingly decisive factors.