Choice Hotels Launches MasteryX: A Decade of Tech Innovation Excellence in Hospitality
Introduction
On April 9, 2025, Choice Hotels International, Inc. (NYSE: CHH), a prominent player in hospitality, franchising, and technology, launched its 10th annual tech summit known as MasteryX in Scottsdale, Arizona. This week-long event brings together over 650 associates to delve into the latest technological advancements and practical applications that can solve real-world challenges facing hotel owners today. By engaging in workshops, competitions, and collaborative sessions, participants aim to leverage insights that lead to revenue growth, cost reduction, and increased operational efficiencies.
The Significance of MasteryX
MasteryX represents more than just a gathering; it serves as a launchpad for innovative concepts in hospitality technology. Brian Kirkland, Chief Information Officer at Choice Hotels, emphasized the importance of empowering engineers with knowledge of artificial intelligence (AI) and emerging technologies to sustain Choice Hotels’ leadership in innovation. He highlighted how this culture of mastery contributes to enhancing the guest experience and optimizing franchisee operations through advanced, reliable tools.
Interactive Learning and Challenges
Participants in MasteryX engage in intriguing challenges designed to foster problem-solving abilities. Among them are interactive events like “Capture the Flag,” which has a data-hacking twist, and AWS DeepRacer, a machine-learning racing competition. The Hack-a-Thon segment invites engineers to propose innovative software solutions aimed at improving both company and hotel operations, as well as enriching the experiences of guests. Those who excel can win cash prizes and gain recognition for possible company-wide implementation.
Past Success Stories
A notable project from last year’s MasteryX significantly drove hotel occupancy rates by streamlining the creation of special rates and packages for returning guests and local businesses. This automation cut down the processing time from 2.5 weeks to virtually instantaneous results, thereby boosting hotel revenue and providing prompt services. Currently, over 600 hotels have tapped into this solution, generating approximately 450,000 room nights and over $31 million in sales through nearly 6,000 unique rate packages.
A Rich Legacy of Innovation
Choice Hotels boasts an impressive history of pioneering innovations in the hospitality sector. Notable milestones include launching the first hotel website in 1995 that featured real-time rates, the rollout of the first cloud-based property management system in 2003, and the debut of the first iOS hotel app in 2009. In recent years, the company has continued leading by being the first hotel chain to operate entirely in the AWS cloud by 2024, and introducing award-winning revenue management solutions such as ChoiceMAX in 2021.
Community and Corporate Responsibility
Apart from fueling tech innovation, MasteryX integrates a service element wherein attendees will assemble care kits and create tie-dye items for children at the Phoenix Children’s Hospital. This initiative bridges corporate responsibility with community engagement, fostering a spirit of compassion within the tech-savvy environment.
Conclusion
The MasteryX summit not only celebrates a decade of technological advancement at Choice Hotels but also paves the way for future growth and efficiency within the hospitality landscape. By equipping its teams with cutting-edge tools, Choice Hotels remains committed to optimizing the guest experience and enhancing operational workflows, solidifying its position as a leader in the industry.
For continuous updates on Choice Hotels and its initiatives, please visit Choice Hotels.
On April 9, 2025, Choice Hotels International, Inc. (NYSE: CHH), a prominent player in hospitality, franchising, and technology, launched its 10th annual tech summit known as MasteryX in Scottsdale, Arizona. This week-long event brings together over 650 associates to delve into the latest technological advancements and practical applications that can solve real-world challenges facing hotel owners today. By engaging in workshops, competitions, and collaborative sessions, participants aim to leverage insights that lead to revenue growth, cost reduction, and increased operational efficiencies.
The Significance of MasteryX
MasteryX represents more than just a gathering; it serves as a launchpad for innovative concepts in hospitality technology. Brian Kirkland, Chief Information Officer at Choice Hotels, emphasized the importance of empowering engineers with knowledge of artificial intelligence (AI) and emerging technologies to sustain Choice Hotels’ leadership in innovation. He highlighted how this culture of mastery contributes to enhancing the guest experience and optimizing franchisee operations through advanced, reliable tools.
Interactive Learning and Challenges
Participants in MasteryX engage in intriguing challenges designed to foster problem-solving abilities. Among them are interactive events like “Capture the Flag,” which has a data-hacking twist, and AWS DeepRacer, a machine-learning racing competition. The Hack-a-Thon segment invites engineers to propose innovative software solutions aimed at improving both company and hotel operations, as well as enriching the experiences of guests. Those who excel can win cash prizes and gain recognition for possible company-wide implementation.
Past Success Stories
A notable project from last year’s MasteryX significantly drove hotel occupancy rates by streamlining the creation of special rates and packages for returning guests and local businesses. This automation cut down the processing time from 2.5 weeks to virtually instantaneous results, thereby boosting hotel revenue and providing prompt services. Currently, over 600 hotels have tapped into this solution, generating approximately 450,000 room nights and over $31 million in sales through nearly 6,000 unique rate packages.
A Rich Legacy of Innovation
Choice Hotels boasts an impressive history of pioneering innovations in the hospitality sector. Notable milestones include launching the first hotel website in 1995 that featured real-time rates, the rollout of the first cloud-based property management system in 2003, and the debut of the first iOS hotel app in 2009. In recent years, the company has continued leading by being the first hotel chain to operate entirely in the AWS cloud by 2024, and introducing award-winning revenue management solutions such as ChoiceMAX in 2021.
Community and Corporate Responsibility
Apart from fueling tech innovation, MasteryX integrates a service element wherein attendees will assemble care kits and create tie-dye items for children at the Phoenix Children’s Hospital. This initiative bridges corporate responsibility with community engagement, fostering a spirit of compassion within the tech-savvy environment.
Conclusion
The MasteryX summit not only celebrates a decade of technological advancement at Choice Hotels but also paves the way for future growth and efficiency within the hospitality landscape. By equipping its teams with cutting-edge tools, Choice Hotels remains committed to optimizing the guest experience and enhancing operational workflows, solidifying its position as a leader in the industry.
For continuous updates on Choice Hotels and its initiatives, please visit Choice Hotels.
Topics Business Technology）
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