The hospitality industry has been witnessing a profound transformation that touches every aspect of the guest experience. From mobile check-ins and IoT-enabled smart rooms to AI-powered personalization and predictive analytics, technology has evolved from a mere support function to become the cornerstone of competitive advantage. Hotels embracing digital transformation are experiencing remarkable improvements in operational efficiency, guest satisfaction, and revenue generation. In this new era of hospitality, success hinges on the ability to harness big data for personalized experiences, implement contactless solutions, and leverage cloud infrastructure for scalability.
Against this backdrop of technological evolution, the story of Choice Hotels' digital transformation stands as a compelling testament to the power of strategic partnership and innovative thinking. Through their collaboration with Encora, Choice Hotels has emerged as a pioneer in hospitality technology, setting new standards for the industry.
Choice Hotels International has established itself as one of the world's largest and most successful lodging franchisors, boasting a diverse portfolio of brands across the hospitality spectrum. With a network of over 7,000 hotels spanning 40 countries and territories, the company has built its reputation on consistently delivering quality accommodations and exceptional guest experiences. Their brands, including Comfort, Quality Inn, and Cambria Hotels, have become synonymous with reliability and innovation in the hospitality sector. The company's dedication to both guest satisfaction and franchisee success, implemented through cutting-edge technology platforms, robust loyalty programs, and comprehensive support systems, has driven remarkable growth and market leadership.
A Vision Beyond Traditional Hospitality
The partnership between Choice Hotels and Encora began with a unique perspective on organizational identity. Choice Hotels' CIO Brian Kirkland's vision of the company as three entities in one – a franchising company, a hospitality company, and a technology company – set the foundation for a transformative collaboration. This multifaceted approach perfectly aligned with Encora's expertise and methodology, creating the perfect environment for innovation.
The cornerstone of this transformation was the complete redesign of Choice Hotels' Central Reservation System (CRS). This initiative went beyond a typical technology upgrade, representing a groundbreaking achievement in the industry. Choice Hotels became the first major hotel company in three decades to purpose-build a CRS in the cloud, marking a significant milestone in hospitality technology innovation.
Excellence in Engineering Implementation
The transformation's success rested on more than technical expertise alone. Encora assembled a team of exceptional engineers who brought technical prowess and a collaborative mindset to the project. The team implemented a comprehensive approach encompassing streamlined onboarding processes, mentoring programs, and continuous knowledge sharing.
The focus extended beyond code development to creating a sustainable and scalable solution, designed to meet the hotel chain's evolving needs. Fabiana Moura, Senior Vice President of Travel & Hospitality at Encora, emphasized the proactive approach: "We are not only participating in the process of ideation, we are also being able to point out areas of opportunities within the industry." This collaborative innovation has been key to the partnership's success. The engineering team worked as an integrated unit within Choice Hotels, bringing innovative thinking and technical excellence to every aspect of the project. Watch the testimonial video for firsthand insights and experiences.
Strategic Alignment for Maximum Impact
A key factor in the project's success was the seamless alignment between technical capabilities and business objectives. Every decision and development was carefully crafted to support Choice Hotels' long-term vision of franchise network expansion. Encora's strategic services team collaborated closely with Choice Hotels' leadership to develop a technology roadmap. It modernized their systems and delivered tangible value to their franchises.
The partnership's scope expanded beyond initial technology implementation to encompass:
- Comprehensive cloud transformation and system modernization
- Development of innovative tools and products for franchises
- Implementation of flexible and scalable IT solutions
- Strategic thought leadership and consultation
The partnership evolved beyond traditional vendor-client dynamics to become a true collaboration in innovation. Encora became an active participant in Choice Hotels' innovation process, not only implementing solutions but also identifying new opportunities within the industry. This collaborative approach helped Choice Hotels maintain its position at the forefront of emerging trends and technologies in the hospitality sector.
Embracing Future Technologies
As the hospitality sector continues its rapid evolution, particularly in the post-pandemic landscape, the partnership between Choice Hotels and Encora has positioned the company to leverage emerging technologies effectively. Roberto Martínez, President of Travel & Hospitality at Encora, highlights the industry's focus: "With Gen AI and data analytics, what the travel and hospitality industry is looking to achieve is personalization and making sure that they provide the right experiences to the traveler." For Choice Hotels, the robust cloud-based infrastructure Encora helped implement now serves as a foundation for implementing AI-driven solutions and creating personalized guest experiences – capabilities essential for success in modern hospitality.
Industry Recognition and Future Outlook
The success of this digital transformation has earned Choice Hotels recognition from AWS as a leader in technology modernization within the hospitality industry. This acknowledgment validates the effectiveness of the collaborative approach and demonstrates the significant impact of the partnership.
The foundation built through this partnership – combining modern cloud-based infrastructure with a culture of innovation and collaboration – positions Choice Hotels to address future challenges and opportunities effectively. The transformation serves as a blueprint for how strategic technology partnerships can drive innovation and create lasting value in the hospitality industry.
This success story exemplifies the potential realized when technical expertise meets industry knowledge, supported by a shared commitment to pushing the boundaries of innovation. As the hospitality industry advances, this partnership continues to drive transformation and deliver exceptional value, setting new standards for technology excellence in hospitality.
