AI is becoming part of how hotels attract guests, support employees, and manage commercial decisions. The applications extend well beyond answering guests’ frequently asked questions: hotel groups are introducing conversational search, digital concierges, and tools that help teams find information faster. These examples show where adoption is heading, although adoption widely varies by chain, global market, and stage of rollout.
Hotel discovery is becoming a conversation. In July 2026, IHG launched a US beta of AI-powered conversational search across its website and loyalty app. Travelers can describe their destination, trip purpose, and preferred amenities in everyday language, then explore recommendations with pricing and availability. For hotel leaders, this creates another reason to maintain accurate, detailed property information: IHG says its recommendations draw on verified hotel data and guest reviews.
Hotels are also reaching travelers inside AI platforms. Wyndham launched its native ChatGPT app in May 2026, allowing users to explore approximately 8,400 hotels through conversational prompts, interactive hotel cards, and maps. Guests then move to Wyndham’s website to complete their booking. My takeaway is that hotel visibility increasingly requires attention to the places where travelers research their trips, alongside the hotel’s own website and traditional search channels.
Digital concierges are expanding guest support. Accor’s ALL Concierge offers hotel research, property information, reservation questions, and a transition into booking. Guests can access it through channels including ALL.com, WhatsApp, and iMessage. Accor distinguishes these existing capabilities from planned additions such as modifying or canceling reservations within the conversation—a useful reminder that an AI roadmap and a live guest experience are different things.
Behind the scenes, AI is supporting hotel teams and commercial workflows. In May, Choice Hotels introduced CHARLIE, an AI-powered virtual teammate designed to help staff access guidance and operational information around the clock. The company also announced RAISE, a forthcoming rate-management tool intended to simplify pricing and inventory workflows. These initiatives illustrate two practical opportunities: reducing time spent searching for answers and helping owners navigate complex revenue decisions.
For hotel executives, my view is that the strongest starting point is a specific business problem. Where are guests abandoning their search? Which repetitive questions consume staff time? Which decisions depend on fragmented information? Choose a focused use case, establish a baseline, and measure outcomes such as booking conversion, resolution time, employee adoption, or revenue performance. AI creates a stronger business case when it improves a defined experience or workflow—and gives hospitality teams more capacity to serve their guests.
Have an idea or project you’d like to discuss around utilizing AI in your hotel? Let’s connect to discuss.
