Overview
- At its Las Vegas convention, Choice introduced a slate of AI tools that includes Business Direct launching next week, the live EasyBid platform with an EasyBid Plus option, the CHARLIE assistant, and the upcoming RAISE pricing tool.
- Business Direct lets small and mid-size companies book on ChoiceHotels.com, set travel rules, and track trips, which Choice says can pull more midweek business into franchise hotels.
- EasyBid collects group RFPs in one dashboard and speeds replies to win events, while EasyBid Plus allows Choice to answer on an owner’s behalf at no added cost for properties without dedicated sales staff.
- CHARLIE acts as a 24/7 coach inside hotel systems to surface answers and routine tasks for staff so teams spend less time hunting for information and more time serving guests.
- Choice is also building enterprise foundations with AgentCore and Salesforce’s AgentForce to scale AI, pairing the tech push with a refreshed 75 million‑member Choice Privileges program and more field support as leaders project positive RevPAR in 2026.