Choice Hotels International has become the first major hospitality provider in the United States to standardise on AWS AgentCore, embedding artificial intelligence across its entire enterprise in partnership with Amazon Web Services.
The initiative moves AI beyond isolated pilots into production-grade deployment at scale, covering the full hospitality value chain — from guest discovery and booking to franchise operations and distribution management.
AI Across the Full Guest Journey
Choice Hotels is using AI to personalise the end-to-end guest experience, from intelligent search and booking recommendations to on-property interactions. Guests will benefit from more relevant and seamless experiences across both digital and physical touchpoints.
The company is also deploying AI-powered tools to support its thousands of franchise property owners and operators. The tools are designed to assist with revenue management, maintenance and guest communications, reducing operational friction across the portfolio.
AI is additionally reshaping how Choice Hotels manages its distribution and channel ecosystem, enabling smarter pricing, inventory optimisation and partner integrations to drive incremental revenue for franchisees.
Building on AWS AgentCore
AgentCore is an enterprise platform developed by AWS that provides a secure, reusable foundation for intelligent agents capable of retrieving trusted information and automating workflows. By standardising on AgentCore, Choice Hotels can accelerate the shift from experimentation to production across its hospitality operations.
“This enterprise-wide adoption of AI is the next chapter in Choice Hotels’ history of innovation. As a leader in transformation, we are excited to reimagine how hospitality can adapt and grow,” said Brian Kirkland, Chief Information Officer. “Our relationship with AWS gives us the opportunity to continuously advance our capabilities and turn intelligence into a lasting competitive advantage to support our guests and franchisees.”
“Choice Hotels is a powerful example of what it looks like when an enterprise truly commits to AI at scale,” said Rich Geraffo, Vice President and Managing Director, AWS North America. “Together, we’ve built a foundation that doesn’t just automate tasks, but helps deliver smarter guest experiences, stronger franchisee outcomes, and a new competitive edge in hospitality.”
Choice Hotels International is one of the world’s largest hotel franchising companies and is listed on the New York Stock Exchange under the ticker CHH.
