Choice Hotels
AI response to group requests for proposals
In the second quarter of 2026, Choice Hotels' EasyBid AI platform improved the conversion of group requests for proposals by 360 basis points, contributing to a 16% rise in group revenue, while the Charlie AI assistant cut operational support requests by about 40% in a pilot.
Key points
- EasyBid, an AI platform for responding to group RFPs, deployed across the Choice Hotels franchise network.
- Group RFP conversion improved by 360 basis points, contributing to +16% group revenue in Q2 2026.
- Charlie, an AI assistant in the PMS, cut operational support requests by about 40% in a pilot.
- Level A evidence (Q2 2026 earnings call plus the official May 7, 2026 release), status confirmed.
Objective
Win more group business for franchise hotels by automating and optimizing the response to requests for proposals, and free up operational time in the hotel through an AI assistant integrated into the management system.
The deployment
Choice Hotels made an AI platform, EasyBid, available to its franchise hotels to handle group requests for proposals. When an event planner sends a request, EasyBid helps produce and optimize the response, which raises the odds of converting the request into a booking. The brand reports a 360 basis point improvement in group RFP conversion, which contributed to 16% growth in group revenue in the second quarter of 2026. In parallel, an AI assistant integrated into the property management system, called Charlie, cut operational support requests by about 40% in an early pilot, freeing up time for hotel teams. Both tools were unveiled publicly on May 7, 2026, and their first quantified results were disclosed on the Q2 2026 earnings call, on August 4, 2026.
Results Proof A
Conversion and group revenue figures disclosed by a Choice Hotels executive on the Q2 2026 earnings call (verbatim transcript), as part of financial reporting. The existence and scope of the EasyBid and Charlie tools are confirmed by the brand's official release of May 7, 2026.
How it works
Inferred typical approachThe internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.
The stack in detail
- outil EasyBid AI platform that responds to and optimizes group requests for proposals (RFPs) for franchise hotels, to improve the conversion of requests into bookings.
- outil Charlie AI assistant integrated into the hotel's property management system, which reduces the operational support requests from teams.
How it runs, concretely
For ops teams-
1RFP received client
An event planner sends a group request to a franchise hotel.
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2Optimized response IA
EasyBid helps produce and optimize the response to the request for proposals to maximize conversion.
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3Conversion and follow-up hotel
The group sales team finalizes the booking; conversion improves by 360 basis points.
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4Operational support in the hotel IA
Charlie, in the property management system, handles support requests and cuts their volume by about 40% in a pilot.
The content of the request for proposals (dates, volume, planner needs) and the history of winning responses. Without RFP data and past outcomes, response optimization loses its relevance.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- A history of group requests for proposals and their outcomes (won / lost)
- Pricing and availability data by hotel
- A reference base of operational support requests for the in-hotel assistant
Org prerequisites
- Group sales teams ready to integrate AI assistance into their RFP responses
- Quality and compliance governance for automated responses
- Support for franchises in adopting the tools
Possible stack
- An engine to optimize RFP responses
- A conversational assistant integrated into the PMS
- A data layer for pricing and availability
The plan, step by step
- Step 1Consolidate the history of group RFPs and measure the conversion rate and the reasons for losses.Deliverable: A baseline of RFP conversion by segment.
- Step 2Build AI assistance for RFP responses and test it on a pilot group of hotels.Deliverable: A response tool tested with conversion tracking.
- Step 3Roll out to franchise hotels with adoption support and group revenue tracking.Deliverable: An RFP response platform in production across the network.
- Step 4Add an operational AI assistant in the PMS to reduce the support load in the hotel.Deliverable: An operational assistant in pilot with tracking of request volume.
First step: Map the current conversion rate of group RFPs and the reasons for losses, then test AI-assisted responses on a segment of hotels before rolling out more broadly.
The same pattern, proven in other industries
Sources
- S1 Choice Hotels (CHH) Q2 2026 Earnings Call Transcript Primary archive pending
- S2 Choice Hotels International Unveils New Technologies and AI-Powered Solutions to Help Owners Capture More Demand and Operational Excellence Primary archive pending
- S3 Choice Hotels International Inc (CHH) (Q2 2026) Earnings Call Highlights Established press archive pending
An error, newer info, a source?
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