Marriott International has launched the beta version of “Ask Bonvoy,” a new conversational AI-powered search tool designed to transform how travellers discover and book stays across its global portfolio of around 10,000 properties in 146 countries and territories.
Initially available in US English on Marriott.com and
through the Marriott Bonvoy mobile apps on iOS and Android, the feature is
being rolled out to a limited group of members and users who sign up for the
loyalty programme.
Marriott said the phased launch will allow the system to
improve based on real-time feedback before a wider global rollout planned later
this year.
Powered by Marriott’s proprietary AI architecture, Ask
Bonvoy interprets natural language queries, identifies travel intent, and
delivers curated hotel recommendations based on verified company data.
The tool focuses on
property-specific details such as dining options, spa services, golf facilities
and recreational amenities, ensuring accuracy and reliability by avoiding
open-web sources.
The feature complements Marriott’s existing search and
booking systems, allowing users to switch between traditional filters and
conversational prompts.
After selecting a property, users are seamlessly directed to
Marriott’s booking platform to complete reservations, with future updates
expected to include loyalty points-based search capabilities.
Marriott said Ask Bonvoy represents a key step in its
broader digital transformation strategy and builds on previous AI initiatives,
including collaborations with Google on AI travel tools and OpenAI on
advertising solutions.
The company aims to
eventually extend the feature to its nearly 283 million Marriott Bonvoy members
worldwide.
“For nearly a century, Marriott has embraced change and been
a leading innovator in the industry,” said Anthony Capuano, President and
CEO, Marriott International. “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.”
“Travelers are increasingly looking for faster, more intuitive ways to search, explore, and plan their trips,” said Drew Pinto, Executive Vice President and Chief Revenue & Technology Officer, Marriott International. “Grounded in Marriott’s own data and backed by the power of Marriott Bonvoy’s portfolio of offerings, Ask Bonvoy is designed to meet travellers in a modern way at every point in their journey, whether they know exactly where and when they’d like to travel or are just beginning their trip discovery. Our measured launch allows us to learn directly from our customers on how they like to search so we can refine and adapt before we scale globally. We are excited to launch Ask Bonvoy as Marriott continues to transform the future of travel.” -TradeArabia News Service