Hotel companies this year have used quarterly earnings calls to share context and focus about their technology strategies and their plans for AI. Several are deploying AI across sales, revenue management and operations, while preparing for automated agents to shop and book directly.
Here's a roundup of where and how some of the largest publicly traded hotel companies are using AI, according to recent quarterly earnings updates.
Marriott Focuses on AI-Powered Discovery
Marriott International currently views AI as a reshaping of travel discovery rather than an overhaul of the booking landscape, according to president and CEO Anthony Capuano.
"That doesn't mean at some point, it won't have a similar impact on bookings, but that piece seems to be moving more slowly," Capuano said during the company's third-quarter earnings call earlier this month.
Marriott has search and commerce integrations with Google and OpenAI and is working with the platforms to ensure its hotel content is detailed and accurate, Capuano said this month. While the distribution costs associated with large language models remain uncertain as commercial models evolve, Capuano said some platforms appear to favor advertising over booking-based monetization.
"A number of the platforms, if they are looking to monetize, they're leaning more towards more traditional advertising monetization as opposed to booking," he said.
Marriott is deploying AI in other ways. The company began rolling out a conversational AI search, Ask Bonvoy, on its website and via the Bonvoy app in June. Capuano said Marriott is expanding its use of AI "across the enterprise to enhance hotel performance, drive measurable business value and enhance the associate and guest experience."
Some examples Capuano cited during the company's first-quarter earnings call in May include an AI-powered desktop assistant at its customer engagement centers and using AI for guest pre-arrival communications.
Capuano also told an analyst in May that group requests-for-proposals generation is where the new technology platforms and the company’s ongoing AI work likely will have the biggest impact, though he did not elaborate further.
Hyatt Targets Revenue Generation
Hyatt Hotels Corp. chairman, president and CEO Mark Hoplamazian has been candid during earnings calls about how the company is using AI across its business, particularly in its internal operations.
Hoplamazian during the company's fourth-quarter 2025 earnings call in February said that Hyatt had been working on AI enablement for two years and had licensed LLMs from Microsoft, Google, Anthropic and OpenAI, which it trains on its own data in a private cloud to build agentic platforms. It also has enterprise-wide LLM licenses for associates' everyday use.
One of those agentic platforms serves Hyatt's group sales force, helping to automate the group RFP process. Hyatt now can value and rank "every single piece of business that comes in" based on total revenue, profitability flow-through, account relationship and more, he said.
Hoplamazian said that the platform has allowed Hyatt to grow group market share, realize higher revenue per group booking and improve productivity of the group sales team by nearly 20 percent.
On the development side, Hyatt is using AI to draft property improvement plans for hotels converting to its brands, cutting turnaround from several weeks to a day, Hoplamazian shared during the company's third-quarter earnings call last month.
Overall, Hoplamazian has said Hyatt’s AI investments put revenue generation first, with cost savings and productivity gains following.
Hoplamazian during the company's first-quarter earnings call said that the "big opportunity is to actually really elevate the level of humanity and the interactions that we have with our guests and our own colleagues by taking a lot of administrative work out of the system entirely."
Hyatt has also added natural language search through its dot-com site and launched a Hyatt-branded app in OpenAI's ChatGPT. During 2026, it has grown its presence across other LLMs: "Gemini, OpenAI, Instinct, Muse, you name it," Hoplamazian said last month.
"We are going to remain relatively agnostic," he added. "The capabilities within these LLM frames are different. They're not all the same, and they don't all present your product the same way. Our learnings from being very early in representing Hyatt directly in the apps that you can find through ChatGPT's platform have taught us a lot."
Despite its presence across these platforms, Hoplamazian told an analyst last month that the number of bookings originating from LLMs is still "very, very small." But Hyatt is preparing for a more automated booking environment.
Hyatt expects eventually that "individual travelers or even corporate travel managers or meeting planners [will] have their own agents" that interface with Hyatt agents and "can complete reservations without any intervention whatsoever," Hoplamazian said.
Hilton Emphasizes Tech and Scale
Among the major hoteliers, Hilton Worldwide tends to share fewer specifics about its AI efforts during its quarterly earnings calls. Still, the company has detailed several initiatives.
Hilton launched its "generative AI-powered digital concierge," Hilton AI Planner, on its website in March. Hilton also is working to make its inventory accessible through third-party AI platforms, including those of OpenAI and Google, as well as emerging personal AI agents such as Meta’s Muse and startup Instinct.
"You should assume we’re working with each and every one of them," president and CEO Christopher Nassetta told an analyst during the company's third-quarter earnings call last month. "You can find our products pretty much everywhere."
In October, Hilton named former Uber and Amazon executive Jeff Moore to the newly created position of chief technology officer. As of Nov. 5, the company had also migrated its common stock listing from the New York Stock Exchange to the Nasdaq exchange, positioning itself as an innovative tech company to investors.
Last month, Nassetta told analysts and investors that Hilton's tech stack is "a huge competitive advantage" when it comes to moving fast with AI and agentic bookings.
"We have modernized our tech stack ahead of most, if not all," Nassetta said. "I consistently hear from many of our counterparties that it's a lot easier for us to create direct connectivity. That's why we're able to do it and do it faster."
Nassetta added that Hilton holds about 25 percent of quality U.S. hotel inventory—Hilton's own estimate—which gives it "an extraordinary seat at the table" with the proliferation of AI agents.
IHG Prioritizes AI Readiness
IHG Hotels & Resorts has taken an infrastructure-first approach to AI, emphasizing the technology and data investments needed to support both its own AI-powered booking tools and the growing ecosystem of third-party AI agents.
During IHG's full-year 2025 earnings call in February, CEO Elie Maalouf outlined the company's AI strategy as being focused on guest acquisition, commercial optimization and cost efficiency.
Underpinning those efforts are IHG's guest reservation system, AI-powered revenue management platform and next-generation cloud-based property management system. Maalouf said the new PMS was deployed across 2,000 hotels in 2025 and is expected to reach 4,000 by the end of 2026.
To strengthen guest acquisition and loyalty, IHG is rolling out a unified, AI-enhanced loyalty and customer relationship management platform powered by Salesforce.
"This gives us a seamless view of our loyalty members, all their experiences," Maalouf said in February. "Whether they're calling a customer care center, checking into a hotel, requesting a copy of their bill—we can provide more personalized experiences, more relevant promotions, better benefits, loyalty rewards faster, more efficiently."
IHG is also deploying a new hotel content platform designed to improve property visibility and recommendations in AI-powered search. It features video, 360-degree images, virtual tours, floor plans and instant translation into 20 languages, designed to “strengthen the digital hooks needed for our hotels to be recommended by AI agents.”
IHG introduced conversational search on its website and app in the first half of the year and is engaging with major AI providers, including Google, OpenAI, Anthropic and Meta, while seeking to preserve its direct relationship with travelers. Its ChatGPT app, for example, allows users to search for hotels within the AI platform before directing them to IHG's own channels to complete bookings.
Beyond guest acquisition, IHG is using AI to improve hotel performance and operational efficiency. Its AI-powered revenue management system has been deployed across its eligible hotel portfolio. Automatic language translation and digital assistants that answer common guest questions are "freeing up time for our hotel colleagues to focus on more value-added activities," Maalouf said in February.