Choice Hotels franchise: AI Adoption Score 69/100
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Each figure links to the page that states it. Official: the company’s own filing, or the body that compiles the figure. Press · cross-check: a media report to check against the original. Every third-party figure on this page has a source. The AI Adoption Score is FranchisePulse’s own editorial metric.
Choice Hotels (Hospitality, headquartered in USA) operates 7,575 units with -0.1% year-over-year unit growth, and scores 69/100 on the FranchisePulse AI Adoption Score for Q3 2026 — ranking #18 of 58 tracked franchise systems.
A 7,575-hotel franchisor across 51 countries and territories that has moved AI from pilots into owner-facing production tools — CHARLIE, RAISE and EasyBid — built on an AI foundation it has standardized with AWS (AgentCore) and extended with Salesforce (Agentforce). The build is aimed squarely at franchisees rather than guests.
51 countries and territories, 7,500+ hotels, 650,000+ rooms — as of the May 2026 press release (company boilerplate)
Choice Hotels International, Inc. — press release "Choice Hotels International Unveils New Technologies and AI-Powered Solutions..." (PR Newswire, May 7, 2026), "About Choice Hotels" boilerplate ↗Officialreviewed 2026-09-16Choice Hotels frames its current AI work as moving from pilot use cases to production/enterprise-wide deployment
Choice Hotels International, Inc. — press release "Choice Hotels International Unveils New Technologies and AI-Powered Solutions..." (PR Newswire, May 7, 2026) ↗Officialreviewed 2026-09-16Trade press paraphrase of CEO Patrick Pacious: Choice Hotels has standardized its AI foundation on its AWS partnership and extended it with Salesforce
CIO Dive — "Choice Hotels promotes exec to CTO to support AI buildout" (June 8, 2026) ↗Press · cross-checkreviewed 2026-09-16| Sector | Hospitality |
| Headquarters | USA |
| Units (approx.) | 7,575 |
| Unit growth YoY | -0.1% |
| Region | North America |
| Founded | 1939 |
| AI Adoption Score | 69/100 · rank #18/58 |
| Figures last reviewed | 2026-09-16 |
AI Adoption Score breakdown
EDITORIAL METRIC · METHODOLOGY: franpulse.ai/data/franchise-ai-adoption-rate
How to read Choice Hotels’s score
At 69/100, Choice Hotels sits 2 points below the Hospitality average of 71 and 6 above the 58-system index average of 63. It ranks #5 of 7 in its sector on AI, and #4 by unit count, behind on AI for its size.
Data infrastructure leads at 74 and training & support AI trails at 56, a 18-point spread. Data infrastructure is 2 ahead of operations AI. Unit growth of -0.1% is 3.8 points below the sector median of 3.7%.
| Pillar | Choice Hotels | Hospitality avg | Gap |
|---|---|---|---|
| Operations AI | 72 | 69 | +3 |
| Marketing AI | 64 | 74 | -10 |
| Training & Support AI | 56 | 64 | -8 |
| Data infrastructure | 74 | 75 | -1 |
HOSPITALITY AVERAGES · 7 SYSTEMS · INDEX SUB-SCORES ONLY
Where Choice Hotels uses AI today
- —CHARLIE — AI-powered virtual "teammate" that supports hotel staff through Choice Hotels' core operating platforms, acting as a 24/7 digital coach surfacing insights and cutting time spent searching for answers (launched May 2026).
- —RAISE — a next-generation rate, pricing and inventory management tool for owners that Choice Hotels said in May 2026 it would "soon launch," using AI to source the right information for pricing decisions (not yet live at announcement).
- —EasyBid / EasyBid Plus — AI-enhanced group RFP tool letting owners submit faster responses, with EasyBid Plus letting Choice Hotels respond to RFPs directly on an owner's behalf at no extra cost; reported to have cut RFP response time about 30%.Choice Hotels International, Inc. — press release "Choice Hotels International Unveils New Technologies and AI-Powered Solutions..." (PR Newswire, May 7, 2026) ↗Officialreviewed 2026-09-16CIO Dive — "Choice Hotels promotes exec to CTO to support AI buildout" (June 8, 2026) ↗Press · cross-checkreviewed 2026-09-16
- —Uses AWS AgentCore as its reusable foundation for intelligent agents and Salesforce Agentforce to build agents across sales, service and operations — described by Choice Hotels as having "standardized" its AI foundation on this combination (May–June 2026).Choice Hotels International, Inc. — press release "Choice Hotels International Unveils New Technologies and AI-Powered Solutions..." (PR Newswire, May 7, 2026), quoting Chief Data, AI & Technology Officer Anna Scozzafava ↗Officialreviewed 2026-09-16CIO Dive — "Choice Hotels promotes exec to CTO to support AI buildout" (June 8, 2026) ↗Press · cross-checkreviewed 2026-09-16