The Mandalay Bay Convention Centre in Las Vegas Nevada hosted the 70th Annual Convention of Choice Hotels International on 5 May. The theme of the convention was “Making More Possible.” Company leaders discussed how Choice is committed to helping owners and operators. The initiatives include an improved revenue engine, the relaunched Choice Rewards Program, and new technology solutions such as Choice Hotels EasyBid – an AI powered request for proposals platform. Patrick Pacious said, “We are focusing on one single thing this week: making more possible with you.” We are relentlessly working to deliver you three things. “We are working relentlessly to bring you three things: more revenue, more support and more profitability.
Pacious, before sharing the latest updates from Choice, highlighted its recent growth and cited major drivers of demand, such as the FIFA World Cup in 2026, to show optimism.
Pacious believes that the RevPAR will continue to rise throughout the remainder of this year. This is the best time to make investments in both new developments and existing hotels.
The company’s 2025 growth was significant. In 2025 it awarded the most U.S.
franchising agreements, 247, which is its highest number in more than a decade. Demand for extended-stay, midscale and economy hotels continued to be strong. Pacious said that the company is well-positioned to take advantage of the year ahead, which promises to bring many opportunities. This includes the momentum shown in the first three months and the major events like America250.
Drive Revenue
The company’s goal is to set up their operators and owners for success by reimagining the revenue generator. Pacious stated that guests today are focused on value and affordability, so it is important for hotels to provide more within each price range.
Choice Privileges, the updated program from Choice Hotels, continues to reward guests with exclusive experiences such as seats for college football matches. This helps drive business by encouraging repeat customers and increases overall performance.
The company offers new tools for owners and operators to increase their profitability and to meet more demand. These include EasyBid which allows owners to attract more group bookings, as well as Choice Hotels Business Direct which helps businesses to book directly through Choice Hotels’ website. Other solutions are also on the horizon, including RAISE, a rate-management tool powered by AI that simplifies pricing and helps owners earn more.
Leveraging AI
Pacious, Choice’s CEO, highlighted the importance of AI in opening up the session. He explained how Choice uses AI to maximize business performance and value. The company, which has used AI since a decade ago, continues to improve its services as new technology presents itself.
Pacious explained that the company is using AI to help drive business value across all departments, including revenue management, optimizing marketing spending, and finding the most suitable locations for new hotel openings. Pacious explained that AI agents act as partners, and Choice has invested in its technology to be prepared for the new environment.
Dom Dragisich – chief growth officer and strategist – explained that Choice was “going high tech” to provide a more personal touch. Dom Dragisich explained how AI agents would help operators and owners immediately, since they will have the ability to help staff keep track of their inventory and advise them, amongst other things, so that employees can focus on providing great guest experiences. Dragisich explained how Choice works with suppliers to improve guest experience and operations, such as Medallia Concierge – the AI powered texting system that Radisson and Country Inn & Suites use to communicate with their guests. This solution, he said, will be available to all Choice Brands in the coming months. It will provide owners and operators with a proven tool to engage guests from pre-checkin to after-checkout. Dragisich said that AI has a major impact on the performance of hotels, and Choice offers tools for owners to take advantage. In an AI-driven environment where good reviews determine whether or not you are seen by guests, Choice has the resources and people to make this happen.
A Personal Touch
Choice’s leaders stressed that despite the attention on AI, the company never forgot about its most important asset: the people. It’s evident that Choice is committed to creating memorable experiences for guests, as well as making more personal connections with its operators and owners. Pacious and Dragisich explained how the company will be adding area directors in order to give teams direct support. They are also expanding their Hero Team after the launch of 2025 to help support midscale brands and solve issues quickly.
Pacious emphasized that Choice’s success is due to its personal relationships, which are applicable to all of the company’s brands. When a brand’s positioning is clear, it attracts the right kind of customers, who then have their expectations met. Profitability and performance are the result.
“That is the winning combination,” said Mr. Henson. Choice, with its size, has the resources to invest in AI, and other initiatives, to optimize performance for owners and operators. But the personal touch is more important than ever.
Pacious said that Choice would continue to be a leader in the industry as it continues to evolve. He said that Choice Hotels was big enough to take care of the issues you are concerned about, and close enough for us to be concerned.
