Choice Hotels International wrapped its 70th Annual Convention last week in North Bethesda, Md., unveiling a suite of AI-driven tools designed to help franchise owners grow revenue, cut operational friction, and compete for the next generation of travelers. The three-day event, themed "Making More Possible," signaled a clear pivot toward technology as the primary lever for franchisee economics. The centerpiece of the announcements was a new collection of technology and AI-powered solutions the company says will streamline day-to-day hotel operations while improving booking conversion. While full product specifications were not disclosed at press time, the tools appear targeted at both property-level efficiency and guest-facing digital experiences — a dual focus that mirrors broader trends in [hospitality technology investment](/hospitality/technology). The company also spotlighted its revamped Choice Privileges loyalty program, which has now surpassed 75 million members. The updated program allows members to earn rewards more frequently and reach Elite status faster, with exclusive perks designed to increase per-stay value. For franchisee operators, a larger and more engaged loyalty base translates directly into lower customer acquisition costs and stronger repeat-booking rates — metrics that matter especially in a competitive midscale and extended-stay market. Choice Hotels' convention also included recognition of top-performing hotels and developers, reinforcing the company's emphasis on franchisee success as a core brand differentiator. The recognition segments reflect a retention strategy: celebrating high performers publicly tends to deepen franchise network loyalty and attract prospective owners evaluating competing systems. The moves come as the broader lodging sector faces pressure from rising labor costs, shifting traveler expectations, and growing competition from alternative accommodations. Operators across segments have been leaning into automation and data-driven personalization to protect margins — a pattern well-documented in [restaurant and hospitality industry coverage](/hospitality/industry-trends). Choice Hotels' AI push positions it alongside other major franchisors racing to give owners tools that reduce headcount dependency without sacrificing guest experience. [Food & Beverage Magazine](https://fb101.com/?utm_source=rhfnews&utm_campaign=powered_by) has also tracked how loyalty program restructuring across hospitality brands is reshaping guest spending behavior, a dynamic Choice Hotels appears to be leaning into aggressively with the Choice Privileges overhaul. Written by Michael Politz, Author of [Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1)](https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.