Marriott ramps up AI investment to modernize hotel technology

Technology transformation highlights rising competitive pressure for hotels to adopt AI-driven operations and guest engagement

Marriott International is increasing investment in artificial intelligence and core hotel technology as part of a multiyear modernization program. The company plans major spending in 2026 to upgrade reservation, property management and loyalty systems while exploring how AI can improve guest experiences and operational efficiency. Executives describe AI as a strategic long-term opportunity but acknowledge the technology is still evolving. The move signals how large hotel groups are preparing for an AI-driven competitive landscape that will affect distribution, guest expectations and operational efficiency across the industry.

Key takeaways

• AI becoming a competitive differentiator: Large hotel groups are investing heavily in AI to improve pricing, marketing, guest communication and operational workflows, raising competitive expectations across the industry.
• Core hotel systems being rebuilt: Modern reservation, PMS and loyalty platforms increasingly form the foundation for AI applications, making system modernization a strategic priority for hotels.
• Operational efficiency gains expected: AI is being positioned as a tool to streamline guest service, automate routine tasks and support staff productivity rather than replace human hospitality.
• Distribution and marketing implications: Better data and AI capabilities may strengthen direct booking strategies and personalized marketing, potentially shifting competitive dynamics with OTAs.
• Guest trust remains essential: Privacy concerns, service quality expectations and the need for human interaction remain important factors when implementing AI-driven guest services.
• Industry adoption still early: Despite growing investment, AI use in hospitality is still developing, giving hotels time to experiment and define their own approach strategically.

Source: CIO Dive

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