IHG builds AI-ready hotel content platform
Major hotel groups accelerate AI integration to improve search visibility, personalization and booking performance
IHG has announced plans to launch an AI-compatible hotel content platform as part of a broader artificial intelligence strategy spanning guest acquisition, commercial optimization and operational efficiency. The initiative includes AI-powered trip planning with Google, enhanced marketing tools, and improved loyalty and CRM capabilities. The move reflects a wider industry shift, with competitors such as Hyatt also investing heavily in AI-driven search, booking and agent-to-agent travel interactions. Together, these developments highlight how conversational search and AI distribution are reshaping hotel digital strategy.
Key takeaways
- AI-compatible content platform: IHG plans a new system featuring video, virtual tours, floor plans, translations and structured content designed to improve AI recommendation visibility.
- Conversational trip planning: Partnership with Google aims to enable more natural, AI-driven search and booking experiences on IHG’s digital channels.
- Stronger direct channels: AI marketing tools, updated loyalty platforms and enhanced CRM capabilities are intended to increase personalization, conversions and guest retention.
- Commercial optimization and efficiency: Fully rolled-out revenue management technology and automation tools are expected to improve pricing decisions and operational productivity.
- Industry-wide AI adoption: Hyatt and other major hotel groups are simultaneously investing in AI search, agentic platforms and conversational booking capabilities.
- Emerging agent-to-agent booking models: Hotels anticipate autonomous interactions between AI travel agents, signaling a potential transformation in how reservations are made.
Source: PhocusWire
Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →