Choice Hotels Launches AI-Driven Tools and Grows 75M-Member Loyalty Program
CHH•Choice Hotels International unveiled an AI-driven technology suite and strategic investments to franchise owners boost revenue, streamline operations at its 70th Annual Convention. It highlighted its 75M-member enhanced Choice Privileges program accelerating Elite status access and reinforced commitment to property quality, owner support, and AI-led travel booking growth.
1. AI-Driven Technology Suite Unveiled
At its 70th Annual Convention, Choice Hotels introduced a new suite of AI-driven solutions designed to help franchise owners increase revenue, optimize pricing and forecasting, and automate operational tasks. Executives emphasized the role of agentic commerce, where AI agents research, compare and book hotels on behalf of consumers, positioning the company to capture emerging travel-booking trends.
2. Enhanced Loyalty Program and Strategic Investments
Choice Hotels showcased enhancements to its Choice Privileges program, now exceeding 75 million members, with faster Elite status attainment and more frequent rewards earning. The company reaffirmed investments in property quality initiatives and expanded owner support resources to improve franchise economics in a favorable operating environment.
3. Recognition and Awards for Top Franchisees
During the three-day event, Choice Hotels honored outstanding owners and properties, awarding the Premier Legacy Award to Azim Saju and ARK Hospitality for overseeing more than 100 hotels and recognizing best-in-brand winners from Cambria Hotel Traverse City to Clarion Hotel Arlanda Airport Terminal. These accolades underscore the company’s focus on developer excellence and operational performance.
