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GENERATIVE AI CAN TRANSFORM IT. CHOICE HOTELS CEO BRIAN KIRKLAND JOINS US NOW. HOW HAS GENERATIVE AI BEEN ABLE TO ENSURE HOTELS ARE FULL? BRIAN: WE HAVE BEEN USING AI FOR A LONG TIME. GENERATIVE AI HAS THE BUZZ AND IS WHAT PEOPLE ARE TALKING ABOUT . WE HAVE A LOT OF SYSTEMS LIKE OUR CHOICE MAX SYSTEM, A PROGRAM THAT PUTS THE DECISION-MAKING IN FRONT OF THE FRANCHISEE TO LOOK AT MILLIONS OF DATA SETS FROM ALL OVER THE INTERNET TO FIGURE OUT WHAT IS THE RIGHT TRAVEL STRATEGY, AND LOOK AT THE RATE AND REVENUE MANAGEMENT STRATEGY FOR THEIR HOTELS AND THEY CAN DO THAT FROM A BEACH ON THEIR OWN VACATION. IT IS FUN TO MANAGE YOUR HOTEL THAT WAY. WE HAVE BEEN USING AI TO DEAL WITH WHAT YOU ARE TALKING ABOUT. CAROLINE: I HOPE YOU ARE NOT ADVOCATING PEOPLE SHOULD BE WORKING ON VACATION. I UNDERSTAND PERHAPS THIS WEEKEND WILL BE BIG AND I AM GOING TO HAVE 90% OF MY HOTEL FULL, IS IT MORE ABOUT ENSURING YOU HAVE THE RIGHT STAFFING? WHAT IS IT THEY TAKE FROM THESE DATA POINTS? BRIAN: IT IS EVERYTHING, FROM THE DEVELOPERS TO FIGURE OUT WHAT IS THE RIGHT HOTEL. THE FRANCHISEES MANAGING AND OPTIMIZING STAFFING AND LOOKING AT THE INVENTORY THEY ARE BUYING AND THE WAY THEY MAXIMIZE THEIR EFFICIENCY IN THE HOTEL AND PUTTING IN FRONT OF THE CONSUMERS WHERE THEY WANT TO GO AND WHAT MATCHES THEM VERY FOR THE CHOICE PRIVILEGE CUSTOMERS, WILL MAKE YOU HAPPIEST IN YOUR JOURNEY AND TRIP. THEY MAKE SURE THE HOTELS ARE TO BE FULL WHEN YOU SHOW UP. CAROLINE: CREATING YOUR OWN CLOUD-BASED SYSTEM, HOW HAVE YOU THOUGHT AS CIO TO BE AHEAD OF THE CURVE? BRIAN: AFTER THE JOURNEY WITH THE CLOUD AND TRANSFORMATIVE TECHNOLOGY, IT STARTED YEARS AGO. WE WERE THE FIRST COMPANY TO PUT PROPERTY MANAGEMENT IN THE CLOUD. WHEN WE ROLLED OUT CHOICE EDGE, IT WAS THE FIRST OF ITS KIND. IT BOILS DOWN TO HAVING A BOARD AND LEADERSHIP GROUP THAT UNDERSTANDS THAT AT THE END OF THE DAY, CHOICE IS THREE COMPANIES IN ONE, HOSPITALITY, TECHNOLOGY, AND FRANCHISING COMPANY. WE PUT THE EFFORT AND ENERGY INTO BUILDING CHOICE MAX IN THE MIDDLE OF THE PANDEMIC, WORRYING ABOUT THE PANDEMIC AND THE ENERGY WAS PUT INTO INVESTMENT AND FIGURING OUT HOW DO WE COME OUT AHEAD. WE ROLLED IT OUT IN THE MIDDLE OF THE PANDEMIC AND IT HAS BEEN A HUGE ASSET. CAROLINE: POTENTIALLY IN TALKS THAT CHOICE HOTEL HAD BEEN LOOKING AT WYNDHAM. HOW EASY OR HARD WOULD THAT BE TO INTEGRATE ANOTHER COMPANY IF A DEAL WAS GOING THROUGH? BRIAN: I CAN'T SPECULATE ON DEALS LIKE THAT, BUT GENERATIVE AI ALLOWS YOU TO TAKE DATA FROM ALL OVER THE WORLD AND PICK FROM MILLIONS OF DATA SETS AND REACT QUICKLY. THE THINGS WE ARE DOING WITH TRIP PLANNING AND GUESTS AND PICKING A LOCATION AND THE RIGHT INVESTMENT STRATEGY IS ALL IN THE ABILITY TO USE AI AND WITH TECHNOLOGY WHERE IT IS AT AND THE CLOUD WHERE IT IS AT, WE GET TO DO IT FASTER, QUICKER AND BETTER THAN THE PAST. ALL OF THOSE TECHNOLOGIES LEAD TO THE ABILITY TO REACT AND MAKE DECISIONS BETTER AND FASTER. CAROLINE: YOU SAID GENERATIVE AI IS THE HOT THING, WILL THAT BE MOVED MORE INTO THE CUSTOMER EXPERIENCE? YOU ARE ALREADY DOING IT PREDICTIVE BUT FROM GENERATIONAL ARE YOU ABLE TO SAVE ON THE HOTEL FRANCHISEES OWN SERVICES? BRIAN: ONE OF THE THINGS WE ARE PAYING ATTENTION TO AND WORKING ON IS A GENERATIVE AI HAS THE BUZZ AND IS THE THING EVERYONE IS LOOKING AT. TO BE COMMERCIALLY VIABLE AND TRANSFORM HOW WE DO BUSINESS, NOT JUST HOW GUESTS AND PEOPLE USE GENERATIVE AI FOR THE THINGS IT DOES BUT TO COMMERCIALLY USE IT WE NEED TO MAKE SURE WE CAN SECURELY USE IT. HOW DO WE MAKE SURE IF WE USE THE SYSTEM TO ENABLE OUR GUEST TO FINANCE WITH A ARE DOING AND FIGURE OUT WHAT IS THE RIGHT STRATEGY AND POLICIES AROUND HOW THEY RUN THE BUSINESS, TO MAKE SURE THE RIGHT ANSWER IS COMING BACK SO IT IS NOT BASED ON OLD DATA BUT CURRENT DATA. WHEN WE MERGE THE POWER OF GENERATIVE AI WITH THE ABILITY TO DO IT WITH A PRIVATE DATA SET THAT IS CURATED, THEN YOU REALLY HAVE SOMETHING AND THAT IS WHAT WE ARE TALKING ABOUT