"We're hoping there will be a friendly entrance (by Amazon), and we think there will be," said Choice President and CEO Steve Joyce in an interview. "For us, if they are going to be a viable channel, and they are cost-effective, then we'll do business with them." Joyce mentioned Choice Hotels was "in conversation" with Amazon, during the company's May 6 earnings call, and that the hotelier was "looking forward to potentially striking a deal." The Internet giant, which already has ventured into such areas as cloud storage and video streaming, recently launched "Amazon Destinations" to grab market share from established travel reservation sites such as Expedia and Priceline. "Amazon Destinations" provides maps, lodging deals and information about restaurants in top vacation designations like Los Angeles, New York City and Seattle. The arrival of Amazon into travel may trigger bigger discounts offered for hotel rooms and getaway packages, but could benefit the hotels as more volume surfaces. Get the full story at TheStreet