Your AI Hotel Concierge.
Marriott International introduces Ask Bonvoy AI, revolutionizing hotel discovery for 10,000 properties.
Anonymous
Key Points
1
Marriott previously tested natural-language search in adjacent parts of its business: in 2024 it introduced a natural language search function on the Homes & Villas by Marriott Bonvoy platform, signaling Ask Bonvoy is an extension of earlier conversational-search experiments.
2
Marriott CEO Anthony Capuano described Ask Bonvoy in a direct quote: “Ask Bonvoy builds on that legacy, bringing conversational AI to the heart of how travellers explore Marriott’s extraordinary global portfolio. Today’s beta launch is a powerful example of our continued investment in technology as we aim to make travel planning easier, more intuitive, and more personal.”
3
A separate analysis emphasizes Ask Bonvoy’s design as a “closed-data environment” (i.e., not just a generic chatbot) and says it adds a “semantic layer” that prioritizes meaning over structured filter clicks—reducing friction in hotel discovery.
4
The rollout is supported by Marriott’s broader push to enhance the Marriott Bonvoy app experience for frequent guests: the app refresh is described as surfacing upcoming stays in a scan-friendly card view, enabling quick reservation modifications and special requests, and centralizing post-booking needs (e.g., extra towels, late checkout), alongside loyalty features like points balances and elite milestones.
Marriott International launched a beta of Ask Bonvoy on June 16, 2026 — a conversational AI search tool that lets travelers plan trips using plain language across roughly 10,000 properties in 146 countries Hotel Management. The tool is built into Marriott.com and the Marriott Bonvoy iOS and Android apps, and is currently open to select Bonvoy members and new enrollees in the U.S., with a wider global rollout planned for later in 2026 Trade Arabia.
CEO Anthony Capuano called it a foundational shift, saying Ask Bonvoy brings "conversational AI to the heart of how travelers explore Marriott's extraordinary global portfolio" Marriott News Center. The launch is part of a $1.1 billion technology investment Marriott committed to for 2026 Hotel Dive.
How Ask Bonvoy Actually Works for Travelers
Instead of clicking through dropdown menus for dates, prices, and zip codes, users type natural-language questions — like "Find me a resort in the Maldives with a spa and golf" — and Ask Bonvoy returns matching properties Nomad Lawyer. Once a traveler picks a hotel, the tool routes them directly into Marriott's standard booking flow to complete the reservation.
A key design choice is what analysts call a "closed-data environment" Hotel Management. Ask Bonvoy pulls only from verified Marriott property data — rooms, dining, spas, golf — rather than the open internet. That approach is meant to cut down on the inaccurate or outdated information that can plague general-purpose AI chatbots. It adds what one analysis describes as a "semantic layer," meaning the tool understands the meaning behind a query rather than just matching keywords Nomad Lawyer.
Years of Testing Paved the Way for This Beta
Ask Bonvoy did not appear overnight. In March 2024, Marriott tested a natural-language search tool on its Homes & Villas platform, built with tech firm Publicis Sapient PhocusWire. That pilot proved users preferred descriptive queries over rigid filters — but early analyst reviews found occasional errors in property matching. Ask Bonvoy is designed to fix those problems.
By November 2025, Marriott had entered formal collaborations with both Google and OpenAI Hotel Management. In February 2026, Capuano announced the $1.1 billion tech budget on an earnings call, with 40% earmarked for digital transformation and AI PhocusWire. Global CIO Naveen Manga declared 2026 the "year for scale," moving from experiments to a full enterprise rollout Hotel Dive.
Marriott Is Fighting to Keep Travelers Off Rival AI Tools
There is a clear strategic motive behind Ask Bonvoy. When travelers turn to general AI assistants like ChatGPT or Google Gemini for trip ideas, those tools might just as easily recommend a Hilton or Hyatt property. By building a superior search experience inside its own app, Marriott is trying to capture that "top-of-funnel" moment before a member ever leaves its ecosystem Traveling For Miles.
UBS recently raised its Marriott price target to $412, citing technology-driven gains in Revenue Per Available Room Investing.com. For now, the beta covers 10,000 properties and reaches a limited slice of Marriott's 283 million Bonvoy members PR Newswire. A future update will let users search specifically for stays they can book with their current points balance — a feature not yet available in the beta Street Insider.
A Revamped Bonvoy App Surrounds the New AI Tool
Ask Bonvoy is not launching in isolation. Marriott is also rolling out a broader refresh of the Bonvoy app Marriott News Center. The updated app shows upcoming stays in a card-based view that is quick to scan. Guests can modify reservations, make special requests, and handle post-booking needs — like asking for extra towels or a late checkout — all in one place.
The app also centralizes loyalty features, including points balances and elite status milestones. Chief Revenue and Technology Officer Drew Pinto said travelers now expect a "modern way" to search that skips traditional drop-down menus entirely Asian Hospitality. The full global rollout of Ask Bonvoy — targeting nearly 283 million members in multiple languages — is expected before the end of 2026 Traveling For Miles.
Sentiment
Mostly PositiveNEGATIVENEUTRALPOSITIVE
Publishers
17
Articles
8
Reach
25
A
AnonymousAuthor
