Choice Hotels Rolls Out AI Tools Business Direct, EasyBid, CHARLIE and RAISE
Choice Hotels International has launched four AI-powered tools–Business Direct, EasyBid/EasyBid Plus, CHARLIE and RAISE–to boost franchise revenue through direct SMB bookings, faster group RFP responses, virtual coaching and simplified rate management. Enterprise-scale platforms AgentCore and AgentForce integrate with AWS and Salesforce to enable AI agent deployment across operations.
1. Product Suite Overview
Choice Hotels launched four AI-powered solutions: Business Direct for SMB bookings, EasyBid and EasyBid Plus for group RFP management, CHARLIE virtual assistant, and RAISE rate management tool. These tools aim to drive revenue growth, improve operational efficiency and prepare franchisees for evolving travel discovery.
2. SMB and Group Solutions
Business Direct is a self-service digital platform enabling small and medium businesses to book stays directly, set travel policies, track travel behavior and earn rewards. EasyBid enhances group RFP responses with AI-driven proposal generation, while EasyBid Plus offers managed bidding on behalf of owners at no extra cost to increase win rates.
3. Operational AI Tools
CHARLIE acts as a 24/7 virtual teammate within core hotel systems, providing staff with instant insights, automated task support and guidance on brand standards. RAISE streamlines rate and inventory management by recommending dynamic price adjustments based on real-time market data and owner input.
4. Enterprise AI Platforms
AgentCore provides a secure, reusable foundation for scaling AI agents across functions, and AgentForce builds and deploys these agents for sales, service, marketing and internal operations. Partnerships with AWS and Salesforce ensure governance, reliability and integration of AI solutions at enterprise scale.