Choice Hotels International announced a partnership with Amazon Web Services to deploy artificial intelligence across its entire enterprise, a move designed to enhance guest experience, streamline operations, and improve distribution channels.
The partnership marks the first time a major U.S. hospitality provider has standardized on AWS AgentCore, an enterprise platform that provides a secure, reusable foundation for intelligent agents. By adopting AgentCore, Choice Hotels can accelerate the transition from AI experimentation to production and deliver consistent, scalable AI services across its portfolio.
The AI integration will empower franchisees with tools for revenue management, maintenance, and guest communications, while also enabling the company to optimize pricing and inventory across distribution channels. The initiative is expected to drive higher guest satisfaction through personalized search, booking recommendations, and on‑property experiences.
Choice Hotels’ chief information officer Brian Kirkland said the enterprise‑wide adoption of AI is the next chapter in the company’s history of innovation, adding that the partnership with AWS will allow the firm to continuously advance its capabilities and turn intelligence into a lasting competitive advantage for guests and franchisees. AWS North America vice president Rich Geraffo noted that the collaboration builds a foundation that not only automates tasks but also delivers smarter guest experiences and stronger franchisee outcomes.
The announcement was well received by investors, reflecting confidence in the company’s strategic shift toward AI as an operating model. Analysts highlighted the move as a significant competitive differentiator in the hospitality sector, noting that Choice Hotels’ extensive AWS history—beginning with a 100% cloud migration in 2019 and a full infrastructure migration in 2024—provides a strong foundation for scaling the new AI capabilities.
Choice Hotels has already leveraged AWS for several AI initiatives, including the 2021 ChoiceMAX revenue‑management solution and the 2025 Choice Maps market‑analysis platform. The new partnership expands that trajectory and positions the company to capture opportunities in emerging markets such as small‑ and medium‑sized business travel, where AI‑enabled RFP tools are expected to accelerate lead response times.
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