Articles tagged “search”

The customer is technically in charge of booking decisions, but social media and AI systems are increasingly making the decisions for them.

For Asian travelers, the booking decision increasingly starts on social media — the platform just takes the order.

Hilton wants AI platforms to need it more than it needs them. That's a bold position for a company still describing its tools as “early days.”

Hotels are no longer just competing at booking. As discovery shifts to social platforms, recommendations, and artificial intelligence tools, big groups are trying to shape demand much earlier.

Hyatt is using artificial intelligence to get closer to trip discovery, where customer intent, loyalty, and direct booking economics increasingly overlap.

Marriott highlighted two forces shaping the hotel industry right now - geopolitical volatility and a race to build AI tools that keep travelers inside its direct channels.

Hilton’s new AI trip planning tool reflects how hotel groups are trying to stay visible while travelers increasingly use conversational prompts to plan and search trips.

IHG’s AI strategy isn’t about chatbots. It’s about making sure its hotels are structured, searchable, and integrated enough to survive the shift from links to answers.

Hotel groups are increasingly sharing AI risks openly. But Hyatt and others have no choice but to keep experimenting.

ChatGPT isn’t replacing hotel distribution yet, but it’s becoming too important for hotels to ignore as AI reshapes how trips are planned.