Global lodging franchisor Choice Hotels International has signed an agreement with Oracle Hospitality to roll out the latter’s AI-driven merchandising solution across its upscale hotels portfolio.

The implementation of this AI tool, called ‘Oracle Nor1’, will allow Choice Hotels to leverage incremental revenue opportunities, while helping them in offering personalised services and experience to guests.

According to Oracle Hospitality, its Oracle Nor1 system utilises AI technology to deliver targeted offers to guests through the hotel's mobile application or via other digital marketing channels.

These offers are presented to guests at various stages of their journey, such as during room upgrades, at the time of booking, or for availing of different services, including daily breakfast and late check-out, during their stay.

Oracle said that this targeted approach is designed to maximise the probability of conversion.

Choice Hotels' upscale brand, Radisson Americas, is said to have already experienced the benefits of the Nor1 eStandby Upgrade.

Oracle stated that last year, more than 100 properties deployed the Nor1 eStandby Upgrade, witnessing an average of 17% incremental upsell revenue over booked rates per transaction in 2023, though individual franchisee results may vary.

The success of this solution has prompted its expansion across Choice Hotels’ other upscale properties such as Radisson Blu, Cambria, Radisson, and the Ascend Collection, among others.

The integration of Nor1 eStandby Upgrade with digital marketing allows for fully automated offers throughout the pre-arrival phase, enhancing the overall guest experience.

This initiative is expected to be beneficial for all properties, regardless of the franchisee or owner's current property management system.

Choice Hotels Upscale senior vice president and general manager Indy Adenaw said: “Nor1 fits perfectly into this strategy by providing each hotel the ability to help increase their revenue opportunities while providing guests with a personalized experience that can lead to increased satisfaction and loyalty.”

Oracle Hospitality and Retail executive vice president and general manager Alex Alt added: “With the AI-driven insights in Nor1, their hotels can give guests the power to customise the stay they want while helping each property increase incremental revenue and profitability.”

"Choice Hotels adopts Oracle’s AI merchandising tech for upscale properties" was originally created and published by Hotel Management Network, a GlobalData owned brand.

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