During Marriott’s fourth quarter and full-year 2025 earnings call, CEO Anthony Capuano announced plans to integrate natural language search capabilities across its Bonvoy platform and website. This initiative builds on two years of testing generative AI, designed to enhance customer experience by enabling travelers to describe preferred attributes and amenities rather than using specific property names. Bonvoy’s vice president, Jennifer Hsieh, emphasized that this feature allows consumers to discover unique destinations and properties effortlessly, turning their travel desires into memorable adventures. Marriott’s commitment to AI innovation is backed by a projected investment of around $1 billion in 2026, with 40% earmarked for digital technology transformation and modernization of corporate systems. By leveraging its scale and existing relationships, Marriott aims to revolutionize the travel booking process, enhancing direct booking channels and providing a tailored experience for its customers.
This strategic move positions Marriott at the forefront of digital transformation in the hospitality sector.
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