Choice Hotels International Unveils Innovative Strategies at 70th Annual Convention
This week, thousands of franchise owners, operators, and vendors gathered in Las Vegas for Choice Hotels International's 70th Annual Convention, themed 'Making More Possible.' The event aimed to assist franchisees in enhancing their operational performance and maximizing revenue generation in an increasingly competitive hospitality landscape.
Opening the convention, CEO Patrick Pacious highlighted the company's dedication to supporting franchisees through advanced tools and innovative strategies. He stated, "This week is about one thing: Making More Possible — together," emphasizing the collaborative spirit necessary for success in the lodging industry. The recent trends of stabilizing interest rates, coupled with improved demand forecasts and a strong events calendar, create favorable conditions for hotel operations and investments.
A key focus of the convention was the introduction of a reimagined revenue engine, designed to support franchise owners in capturing high-value demand and growing their topline results. Central to this initiative was the revitalized Choice Privileges loyalty program and the introduction of commercial tools like the AI-driven EasyBid platform. This tool aims to enhance responsiveness to group business requests, reflecting Choice Hotels' commitment to integrating technology in operational practices.
Moreover, Choice Hotels is set to launch Business Direct, a self-service booking solution tailored for small and medium-sized businesses. This service allows users to book stays directly on ChoiceHotels.com, providing more control and flexibility in their travel arrangements. Additionally, the upcoming Rate Management Tool, RAISE, is expected to assist owners in optimizing pricing strategies, unlocking new revenue streams with greater efficiency.
Beyond technology, the brand is concentrating on deepening guest loyalty through improved experiences. A recent survey indicated that today's travelers prioritize value, looking for reliable service and a consistent experience across brands. In response, Choice Hotels continues to evolve its loyalty program to meet the needs and expectations of its 75 million members globally.
The convention also spotlighted AI innovations aimed at simplifying hotel management. Programming included sessions on workflow optimization and operational efficiency, allowing franchise owners to focus on enhancing guest experiences. These advancements are intended to minimize daily operational friction, streamlining processes for team members on-site.
Another key note was the strong performance in the extended stay segment, which has become a significant growth driver for Choice Hotels. In 2025, the company opened 66 new extended stay locations in the U.S. and awarded 93 franchise agreements. With an expanding pipeline of over 30,600 rooms, the brand is poised for continued success in meeting the increasing demand for extended stay accommodations.
The upscale segment also saw considerable growth, with 27 new hotels opened under the Ascend Collection, Cambria Hotels, and Radisson brands. Performance metrics from early 2026 showcase the resilience of the upscale portfolio, characterized by strong occupancy levels and steady rate management.
Across its core offerings, Choice Hotels awarded 247 franchise agreements in 2025, affirming ongoing demand in midscale and economy segments. The momentum is notable for brands like Country Inn & Suites and Quality Inn, benefitting from renewed interest in affordable yet comfortable hotel options.
Internationally, Choice Hotels has expanded its footprint significantly, growing net room offerings by 13% year over year as of the first quarter of 2026. The company's dedication to enhancing operational control and performance in key markets is evident, with Canada showing the strongest growth results in a decade — a testament to the effective transition to direct franchising in the region.
In summary, Choice Hotels International's 70th Annual Convention served as a platform to unveil strategic innovations aimed at empowering franchise owners, enhancing guest loyalty, and solidifying the company's position in the global hospitality market. The future certainly looks bright as they continue to adapt to evolving market conditions and guest needs. For more information about Choice Hotels and its offerings, visit www.choicehotels.com.
Opening the convention, CEO Patrick Pacious highlighted the company's dedication to supporting franchisees through advanced tools and innovative strategies. He stated, "This week is about one thing: Making More Possible — together," emphasizing the collaborative spirit necessary for success in the lodging industry. The recent trends of stabilizing interest rates, coupled with improved demand forecasts and a strong events calendar, create favorable conditions for hotel operations and investments.
A key focus of the convention was the introduction of a reimagined revenue engine, designed to support franchise owners in capturing high-value demand and growing their topline results. Central to this initiative was the revitalized Choice Privileges loyalty program and the introduction of commercial tools like the AI-driven EasyBid platform. This tool aims to enhance responsiveness to group business requests, reflecting Choice Hotels' commitment to integrating technology in operational practices.
Moreover, Choice Hotels is set to launch Business Direct, a self-service booking solution tailored for small and medium-sized businesses. This service allows users to book stays directly on ChoiceHotels.com, providing more control and flexibility in their travel arrangements. Additionally, the upcoming Rate Management Tool, RAISE, is expected to assist owners in optimizing pricing strategies, unlocking new revenue streams with greater efficiency.
Beyond technology, the brand is concentrating on deepening guest loyalty through improved experiences. A recent survey indicated that today's travelers prioritize value, looking for reliable service and a consistent experience across brands. In response, Choice Hotels continues to evolve its loyalty program to meet the needs and expectations of its 75 million members globally.
The convention also spotlighted AI innovations aimed at simplifying hotel management. Programming included sessions on workflow optimization and operational efficiency, allowing franchise owners to focus on enhancing guest experiences. These advancements are intended to minimize daily operational friction, streamlining processes for team members on-site.
Another key note was the strong performance in the extended stay segment, which has become a significant growth driver for Choice Hotels. In 2025, the company opened 66 new extended stay locations in the U.S. and awarded 93 franchise agreements. With an expanding pipeline of over 30,600 rooms, the brand is poised for continued success in meeting the increasing demand for extended stay accommodations.
The upscale segment also saw considerable growth, with 27 new hotels opened under the Ascend Collection, Cambria Hotels, and Radisson brands. Performance metrics from early 2026 showcase the resilience of the upscale portfolio, characterized by strong occupancy levels and steady rate management.
Across its core offerings, Choice Hotels awarded 247 franchise agreements in 2025, affirming ongoing demand in midscale and economy segments. The momentum is notable for brands like Country Inn & Suites and Quality Inn, benefitting from renewed interest in affordable yet comfortable hotel options.
Internationally, Choice Hotels has expanded its footprint significantly, growing net room offerings by 13% year over year as of the first quarter of 2026. The company's dedication to enhancing operational control and performance in key markets is evident, with Canada showing the strongest growth results in a decade — a testament to the effective transition to direct franchising in the region.
In summary, Choice Hotels International's 70th Annual Convention served as a platform to unveil strategic innovations aimed at empowering franchise owners, enhancing guest loyalty, and solidifying the company's position in the global hospitality market. The future certainly looks bright as they continue to adapt to evolving market conditions and guest needs. For more information about Choice Hotels and its offerings, visit www.choicehotels.com.
Topics Travel）
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