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Choice Hotels International has announced the introduction of a series of AI tools designed to help hotel franchisees manage bookings and operational tasks.
News of this technology rollout aims to address the changing ways travellers search for and book accommodation. It is also part of Choice’s decade-long investment in digital transformation.
The company unveiled several platforms including Choice Hotels Business Direct, a digital system for small and medium-sized businesses to book stays directly. The platform allows managers to set travel policies and track employee booking behaviour to increase midweek demand.
The firm also launched Easybid, an AI-enhanced tool for managing group requests for proposals. According to Choice Hotels, the system centralises opportunities and allows for faster responses, with an automated version available to manage leads for properties without dedicated sales staff.
Further updates include Charlie, a virtual assistant providing 24-hour support to hotel staff, and Raise, a rate management tool for pricing and inventory. These systems use the Agentcore and Agentforce foundations to scale automated workflows across the business.
Patrick Pacious, chief executive of Choice Hotels International, said: “These tools are built to help our owners win more business as AI continues to reshape how travelers search, compare and book hotel stays.”
Anna Scozzafava, chief data, AI and technology officer at Choice Hotels International, added: “This positions the company to lead in the emerging world of agentic commerce, where AI agents will increasingly research, compare and book travel on behalf of consumers.”
