Marriott Begins Rollout of AI Trip Planner on Site and App

Key Points

• Marriott is rolling out a conversational AI trip planner on its website and app, allowing users to search for hotels using plain English.
• The tool is initially available to a subset of Bonvoy members and new signups, with plans for a full global rollout later in the year.
• Marriott seeks to keep trip planning within its own ecosystem, using proprietary property data to avoid surfacing competitors and reduce misinformation.

Summary

Marriott has started to deploy a conversational AI search tool for trip planning on its website and app, enabling travelers to ask questions in plain English to find suitable hotels from its portfolio of over 10,000 properties. The beta launch is currently accessible to select members, with a broader global release planned for later this year. By grounding responses solely in Marriott's own verified property data, the company aims to keep the entire trip-planning journey within its ecosystem, minimize misinformation, and maintain a competitive edge against other hotel brands and third-party platforms.