Celebrating 70 Years of Choice Hotels: Innovations and Growth in Hospitality

Choice Hotels International proudly commemorated its 70th Annual Convention in Las Vegas, ushering in a new era for this esteemed name in the hospitality landscape. Under the rallying theme “Making More Possible,” the convention highlighted the brand’s focus on innovation, strategic investments, and enhancing guest experiences that aim to empower franchise owners. The event attracted a vibrant crowd of franchise owners, operators, vendors, and industry allies, all eager to drive improvements in operational efficiency, growth, and profitability throughout the hotel sector.

Throughout the convention, Choice Hotels unveiled a suite of groundbreaking tools, insights, and initiatives aimed at bolstering demand, boosting operational efficiency, and ensuring exceptional returns for franchisees across diverse hotel segments. This year, the spotlight was on leveraging cutting-edge technology, especially AI-driven innovations, to streamline operations, elevate guest experiences, and enhance overall performance.

Harnessing AI for Enhanced Revenue Management

One of the standout moments of the convention was the introduction of an innovative revenue management engine designed to maximize profitability for franchisees by seizing high-value demand and delivering top-tier results across various hotel segments. This new revenue solution is underpinned by a revamped Choice Privileges loyalty program, offering increased flexibility and value to its members, thus encouraging repeat visits and improved occupancy levels.

Moreover, the AI-powered tools unveiled during the gathering included the Choice Hotels EasyBid platform—a cutting-edge Request For Proposal (RFP) tool aimed at enabling owners to quickly respond and capture more group business opportunities. Another significant introduction was RAISE, an AI-driven Rate Management Tool set to assist franchisees in refining pricing strategies, enabling swift action on emerging opportunities, and unlocking additional revenue with a focus on efficiency.

With instructional sessions and live demonstrations at the convention, franchise owners were given the chance to experience these advanced technologies firsthand, illustrating how AI can minimize friction, optimize operational workflows, and enhance hotel-level performance.

Building Guest Loyalty Through Choice Privileges

Choice Hotels is making substantial investments to strengthen guest loyalty as a means of driving demand and ensuring sustained success for its franchise owners. At the core of this initiative is the continued growth of the Choice Privileges loyalty program, which currently boasts over 75 million members globally. By providing increased personalization, flexibility, and valued rewards, the program is tailored to transform first-time guests into trusted, repeat visitors.

Through targeted marketing strategies and personalized communication, Choice Hotels strives to connect with guests at pivotal moments, boosting conversion rates and cultivating a loyal clientele. In today’s competitive environment where guests seek ample value, Choice Hotels is committed to crafting experiences that meet and exceed their expectations, assuring that each guest feels acknowledged and valued.

Streamlining Operations with AI Innovations

In line with its commitment to simplify hotel operations, Choice Hotels is channeling resources into AI-driven innovations aimed at alleviating operational burdens for hotel owners. These solutions are formulated to streamline workflows, remove obstacles, and allow owners to devote more time to delivering exceptional guest encounters. Adoption of AI-powered systems means that hotel staff can dedicate less time to administrative tasks and more towards enhancing guest satisfaction, creating a seamless and efficient hotel operation.

By harnessing these intelligent technologies, franchise owners can improve productivity, cut costs, and make informed decisions grounded in data-focused insights, culminating in enhanced overall performance.

Encouraging Global Expansion and Growth Across Segments

Choice Hotels is experiencing robust growth across its extensive portfolio, particularly emphasizing extended-stay, upscale, core, and international markets. In 2025 alone, the extended-stay segment saw impressive growth with 66 new hotels opening in the U.S. and the awarding of 93 franchise agreements. This momentum persisted in 2026, as the company reported a 15% year-over-year increase in U.S. extended-stay agreements, indicative of flourishing demand for extended travel stays.

In the upscale domain, Choice Hotels opened 27 new establishments across the U.S., further solidifying its brands like Ascend Collection, Cambria Hotels, and Radisson. Moreover, in the core midscale and economy sectors, Choice Hotels maintains its leadership position, notably with Country Inn & Suites and Quality Inn, both of which succeeded despite evolving travel patterns.

Globally, Choice Hotels is steadily expanding its reach, achieving a 13% year-over-year increase in international accommodations paired with record levels of development activity in 2025. Canada, in particular, is witnessing remarkable growth, evidenced by the strongest first-quarter performance the company has seen in over a decade, showcasing the effectiveness of its direct franchising strategy and heightened hotel operations.

Future Horizons: Commitment to Franchising and Technological Advancements

The 70th Annual Convention of Choice Hotels paves the way for incredible opportunities in the future. The company’s emphasis on innovation, AI development, and guest engagement reflects its dedication to adapting while upholding the high standards of service and reliability that franchise owners rely upon.

As Choice Hotels works to bolster its global presence, franchisees are equipped with the vital tools and resources necessary to flourish in an increasingly competitive landscape. By investing in the future and embracing innovative technologies, Choice Hotels is positioning itself and its franchise owners for enduring success in the hospitality industry.

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