Hyatt sees booking gains from AI search, launches ChatGPT app

Hotel groups accelerate ai adoption while weighing long-term impacts on distribution and direct bookings

Hyatt reports measurable benefits from its multi-year investment in artificial intelligence, particularly in search, group sales, and operational efficiency. The company has rebuilt its website search experience around conversational intent and launched a branded app within ChatGPT to better align with how travelers increasingly discover hotels. Early results indicate higher conversion rates, stronger group sales productivity, and improved data insights. At the same time, the broader hotel industry continues to assess whether AI platforms will enhance direct booking strategies or introduce new intermediaries.

Key takeaways

• Conversational search improves conversion: Hyatt’s AI-driven search redesign reflects how travelers naturally describe trips, leading to higher booking conversion and increased revenue.
• ChatGPT app expands discovery channels: Hyatt launched a branded app within ChatGPT to capture conversational search demand while directing final bookings to its own platform.
• Group sales productivity gains: AI tools helped Hyatt evaluate over 1.5 million RFPs, boosting group market share, increasing revenue per booking, and improving sales productivity by roughly 20%.
• Multi-model AI infrastructure: Hyatt uses several large language models in a private cloud environment, training them internally to retain control over data and insights.
• Automation focused on quality, not just cost: The company positions AI as enhancing data accuracy, analytics, and decision-making rather than solely reducing expenses.
• Industry distribution uncertainty remains: Competitors such as Marriott and Hilton are experimenting with AI integrations while warning that AI platforms could reshape distribution costs and booking channels.

Source: Skift

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