Hilton launches AI assistant for hotel discovery and stay planning

Hotel brands accelerate adoption of generative AI tools to guide guests from inspiration to booking

Hilton has introduced a generative AI-powered digital concierge designed to help travelers plan trips using natural conversation. The tool, currently in beta and available to a limited group of users on Hilton’s website, can recommend destinations, compare Hilton properties and highlight relevant amenities based on travelers’ preferences. By asking questions and refining suggestions through follow-up prompts, the AI aims to make the trip-planning process more intuitive. The launch reflects a broader shift across the travel industry as hotel groups and online platforms integrate AI assistants into the customer journey.

Key takeaways

• Conversational travel planning: Hilton’s AI Planner allows travelers to ask natural-language questions about destinations, seasons and travel preferences, helping them explore options across Hilton properties in a conversational way.
• End-to-end inspiration support: The tool is designed to guide users through early travel planning stages, from choosing a destination to comparing properties and identifying relevant amenities.
• Beta rollout and iterative development: Hilton is taking a “test-and-learn” approach, initially releasing the tool to a small group of users and refining it based on customer behavior and feedback.
• Industry-wide AI adoption: Hilton joins other major travel brands experimenting with AI planning tools, including initiatives from hotel groups and online travel companies.
• Growing consumer openness to AI research tools: Studies suggest travelers are increasingly comfortable using AI assistants to compare prices, summarize reviews and generate trip ideas.
• Shift toward AI-assisted booking journeys: As travel companies integrate conversational planning tools, AI agents are becoming a new interface between travelers and booking platforms.

Source: Hilton

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