Choice Hotels has partnered with Google as an early hotel participant in hotel booking through AI Mode in Search, introducing a more conversational way for travellers to search for and book accommodation.
The capability has started rolling out in the United States and allows users to describe their hotel requirements in natural language rather than relying solely on traditional search filters.
Travellers can specify destinations, dates, preferred amenities and other requirements, with AI Mode returning relevant hotel options alongside room images, prices, guest ratings and reviews.
Choice Hotels is also participating in a new capability that displays the cost of stays in Choice Privileges points for loyalty programme members.
Travellers Can Compare and Book Hotels Through AI Mode
Google’s AI-powered experience is designed to handle more detailed travel searches and present hotel options in a format that makes properties easier to compare.
After selecting a hotel, travellers can choose “Continue on Google,” select their preferred room type and use AI Mode to help complete the secure reservation using Google Pay.
For Choice Hotels, the integration is part of a wider effort to ensure its properties remain visible as consumers increasingly use AI tools during travel research and booking.
“Travel discovery is evolving rapidly, and Choice Hotels is actively shaping what comes next,” said Anna Scozzafava, Chief Data, AI, & Technology Officer at Choice Hotels.
“By working with Google as an early partner for hotel booking through AI Mode in Search, we’re helping make it easier for travelers to find the right Choice hotel for their trip while positioning our franchisees to compete and win in the age of agentic commerce.”
AI Changes How Travellers Discover Hotels
The partnership reflects a broader shift in online travel planning, with generative AI increasingly being used to interpret complex queries that previously required travellers to perform multiple searches or adjust numerous filters.
For hotel groups, this creates a new distribution and discovery channel in which accurate property information, pricing, availability, amenities and loyalty benefits can be surfaced directly within AI-generated results.
Choice Hotels said its involvement is intended to benefit both travellers and franchisees. Guests receive a more personalised way to discover and compare hotels, while properties can maintain visibility as the booking journey becomes increasingly AI-driven.
Choice Hotels Expands Its Use of AI
The Google partnership builds on Choice Hotels’ broader investment in hospitality technology.
The company was the first major hotel group to migrate its entire system infrastructure to the cloud, creating a technology foundation that it says has made it easier to deploy new capabilities across its portfolio.
Choice is now using artificial intelligence across guest-facing services, franchisee tools and internal workflows, with applications focused on generating demand, improving hotel operations and delivering additional value to owners.
“The future of hospitality technology is about making travel simpler for our guests and driving more value for our hotel owners,” Scozzafava added. “Our partnership with Google on hotel booking through AI Mode in Search advances both of those important goals.”
The initial rollout of hotel booking through AI Mode in Search is taking place in the U.S., adding another AI-powered option to the way travellers research, compare and ultimately book hotel stays.
