Saturday, April 12, 2025
Choice Hotels International, a leader in the hospitality and franchising sector, is propelling itself into the future with the debut of its 10th annual technology summit, MasteryX. The week-long event brings together over 650 innovative minds to explore the latest technological advancements and solve real-world challenges.
MasteryX isn’t just a corporate event; it’s an immersive innovation workshop where Choice team members get hands-on experience exploring how next-generation technologies can revolutionize the hospitality industry. Through interactive workshops, live challenges, and collaborative learning, participants are tasked with discovering more efficient ways to help hotel owners increase revenue, optimize operations, and unlock new business opportunities.
This year, the focus is on the future. Attendees will dive into the potential of artificial intelligence, quantum computing, enhanced cybersecurity, and upgraded proprietary hotel systems—using these cutting-edge tools to make smarter, more informed business decisions.
As the hospitality industry embraces rapid digital transformation, MasteryX solidifies Choice Hotels’ role as not just a leader, but a bold innovator shaping the future of hospitality.
MasteryX is more than just a tech conference—it’s a proving ground for visionary ideas and revolutionary innovations. This year, participants will engage in high-stakes, interactive challenges designed to push the boundaries of AI and problem-solving. From a data-driven variation of “Capture the Flag” to the exciting thrills of AWS DeepRacer—where autonomous cars race powered by machine learning—every activity is designed to spark creativity and technical brilliance.
One of the key highlights of the summit is the Hack-a-Thon, where teams of engineers compete against the clock to develop and pitch next-gen software solutions aimed at improving hotel operations and enhancing guest experiences. Winning concepts don’t just take home accolades and cash prizes—they have the opportunity to be rolled out across the Choice Hotels network.
The results from past summits speak for themselves. Last year, one innovative project automated the complex process of creating special rates for returning guests and bundling packages with local businesses. What used to take two and a half weeks now happens instantaneously—resulting in higher revenue and a better guest experience. Since its launch, more than 600 properties have utilized the tool, generating nearly 450,000 room nights and $31 million in sales.
“MasteryX is more than just a conference — it’s a launchpad for the future of hospitality technology,” said Brian Kirkland, Chief Information Officer, Choice Hotels International. “By upskilling our engineers in AI and emerging tech, we’re ensuring that Choice Hotels remains a leader in innovation, continuously delivering smarter, more efficient solutions for our franchisees and guests. Mastery is part of our innovation culture, enabling us to provide reliable, cutting-edge tools designed to help owners generate strong returns on their investments and help them run their businesses with the ease, control and flexibility they seek.”
At MasteryX, the future of hospitality is being shaped one breakthrough at a time, driven by a passion for innovation, collaboration, and state-of-the-art technology.
History of Innovation
“Choice Hotels has a decades-long legacy of innovation, from introducing the first hotel website with real time rates and availability, deploying the first hotel app for iPhone, to building the first mobile-friendly rate management tool for operators, and being the first hotel company to migrate our platforms fully into the cloud,” said Anna Scozzafava, chief strategy officer and senior vice president of technology, Choice Hotels International. “Mastery is one of the ways we keep the spirit of innovation alive, so we can continue leveraging technology that can enhance our competitive edge in the market by providing tools designed to make running a hotel easier so that owners can focus on providing a great experience for guests.”
Choice Hotels International has consistently led the charge in hospitality technology, rolling out industry-first solutions that have redefined how hotel owners manage and grow their businesses:
In addition to its technological milestones, MasteryX embodies the company’s commitment to community. This year’s summit includes a service project where participants will assemble care kits and create tie-dye items for young patients at Phoenix Children’s Hospital, combining innovation with compassion.
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