- Marriott launched Ask Bonvoy, an AI travel search tool.
- The beta rolls out on Marriott website and apps.
- The phased rollout will gather feedback to improve performance.
MARRIOTT INTERNATIONAL INC. launched Ask Bonvoy, a conversational AI search tool to help travelers discover destinations across its portfolio. The beta will roll out in U.S. English on marriott.com and in the Marriott Bonvoy iOS and Android apps to selected members.
The phased rollout is intended to allow Ask Bonvoy to scale gradually, incorporate real-time feedback and improve performance, Marriott said in a statement. A global release is planned for later this year.
“For nearly a century, Marriott has embraced change and been a leading innovator in the industry,” said Anthony Capuano, Marriott president and CEO. “Ask Bonvoy builds on that legacy, bringing conversational AI to how travelers explore Marriott’s global portfolio. Today’s beta launch reflects our continued investment in technology to make travel planning easier, more intuitive and more personal.”
Ask Bonvoy is supported by Marriott’s proprietary AI architecture, the statement said. It interprets natural language queries, identifies trip purpose and returns curated results from Marriott’s global portfolio of properties. Responses are based on Marriott-owned, verified property data rather than open web content, providing information on hotel features and amenities.
Drew Pinto, Marriott executive vice president and chief revenue and technology officer, said travelers are increasingly seeking faster and more intuitive ways to search, explore, and plan trips.
“Grounded in Marriott’s own data and supported by the Marriott Bonvoy portfolio, Ask Bonvoy is designed to meet travelers at every stage of their journey, whether they know where and when they want to travel or are just beginning to explore,” he said. “Our phased launch allows us to learn from customers and refine the experience before scaling globally. We are excited to launch Ask Bonvoy as Marriott continues to transform the future of travel.”
Ask Bonvoy is designed to complement the existing search function on marriott.com and the Marriott Bonvoy apps, the company said. Members in the beta can continue using date and location filters or use conversational prompts to explore destinations and properties.
Once users identify a stay on Ask Bonvoy, the experience hands off to Marriott’s booking system to complete the reservation. As Marriott refines Ask Bonvoy, the model will support loyalty points-based searches over time.
In March, Hilton Worldwide Holdings unveiled Hilton AI Planner, a generative AI concierge that helps travelers explore its hotel portfolio and plan stays. The tool uses conversational AI to guide users through booking, including selecting destinations, comparing properties and reviewing amenities.
Wyndham Hotels & Resorts also launched a ChatGPT app for hotel discovery and booking. IHG Hotels & Resorts recently expanded its use of AI with a ChatGPT app that lets travelers search, compare, and explore its portfolio.
