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Choice Hotels International Concludes its 69th Annual Convention

In an impressive display of commitment to growth and innovation, Choice Hotels International, Inc. wrapped up its 69th Annual Convention last week in Las Vegas. Over three engaging days, the event brought together hotel owners and stakeholders to discuss the exciting future of franchise ownership within the hospitality sector.

A Platform for Growth

During the convention, Choice Hotels revealed its strategic initiatives that aim to empower franchisees by enhancing hotel performance, reducing operational costs, and providing state-of-the-art technology tools. President and CEO Patrick Pacious emphasized the company’s focus on driving revenue for hotel owners. “What truly powers the future at Choice Hotels is our relentless emphasis on maximizing hotel performance,” he noted.

One of the standout announcements was the piloting of new breakfast items under the Comfort and Country Inn & Suites brands, highlighting a commitment to improving guest experiences and brand differentiation.

The convention also marked a significant milestone for the Ascend Collection, which now boasts over 400 open properties. Celebrating this achievement, a new logo was unveiled — a nod to the brand’s legacy as a pioneer in soft branding and its ongoing dedication to providing personalized guest experiences.

Investing in Technology

Attendees learned about multiple strategies that Choice Hotels is employing to enhance hotel performance. One of the key focuses is on enabling franchisees to manage their rates more flexibly, which can help drive revenue especially among small- to mid-sized businesses. Another exciting development includes a self-service travel management platform that aims at boosting occupancy rates and streamlining operations for hotel owners.

Choice Hotels is also enhancing its digital marketing capabilities, incorporating AI-driven tools that help attract and retain guests more effectively. The introduction of an AI-infused group travel system was showcased, aimed at optimizing proposals and responses to potential clients.

Celebrating Excellence

In addition to discussions and announcements, the convention was an opportunity to celebrate standout performers in the Choice Hotels family. The Premier Legacy Award, which honors exceptional hotel owners with longstanding commitments, was awarded to Gary and David Burton of the Burton Hotel Group. Their dedication since 2007, which included opening various Choice properties, earned them this esteemed recognition.

The Premier Developer Award went to the Athena Hospitality Group, led by Jay Patel and his team, who have significantly contributed to the brand's growth through various developments, including the unique Cambria Hotel Nashville Airport.

Furthermore, a Lifetime Achievement Award was bestowed posthumously to Toshio Muraki, the founder of Choice Hotels Japan. His legacy of development and partnership in the hospitality arena has left a significant mark on the choice hotels network, acknowledged by his son, Takeya Muraki, who accepted the award.

Recognizing Top Performers

The convention also featured the Best of Choice Awards, recognizing top-performing hotels across various brands. This prestigious accolade was celebrated by properties like the Cambria Hotel Traverse City in Michigan and the Clarion Inn Willow River in Tennessee, amongst others. These hotels exemplify the highest standards of guest service and operational excellence within the Choice Hotels portfolio.

With over 7,500 hotels globally and a commitment to driving value for both franchise owners and shareholders, Choice Hotels continues to be a leading name in the lodging industry. As the event concluded, it was clear that the future remains bright for franchisees within the Choice Hotels family, fueled by innovation, commitment, and a strong support community.

For more insights and updates on future events, hotel owners can subscribe to Choice Hotels news updates through their official website.