Choice Hotels International kicked off its 11th annual technology and innovation summit, known as Mastery, bringing together more than 800 associates for a week of hands-on workshops and educational sessions.
The event—which takes place in Scottsdale, Ariz.—is designed to help franchisees drive revenue, reduce costs and operate more efficiently, according to the Rockville, Md.-based franchisor. Participants from across the company are exploring how advances in artificial intelligence, cloud platforms, data and analytics, cybersecurity and other emerging technologies can strengthen business intelligence, enhance security, support on-property operations and scale the company’s proprietary tools and systems.
“At its core, Mastery is about designing technical capabilities that will shape the next chapter of hospitality,” Brian Kirkland, chief information officer, Choice Hotels International, said in a statement. “By engaging associates across the organization—not just engineers—we’re unlocking new opportunities to apply AI and emerging technologies to real business challenges.”
Interactive challenges include a scavenger-hunt-style cybersecurity exercise and an AI development competition built on tools from Amazon Web Services, while Make-a-Thon teams are developing new software products aimed at improving company and hotel performance and guest experiences. Winning innovations may be considered for systemwide deployment.
In addition, the summit includes a community service initiative in partnership with Bey's Blessings, during which attendees assemble comfort kits for members of the unsheltered community.