MARRIOTT launches AI-powered search tool for hotel booking

Marriott International (NASDAQ: MAR) has launched a beta version of Ask Bonvoy, a conversational, natural language search tool designed to help Marriott Bonvoy members explore the company's portfolio of approximately 10,000 properties across 146 countries and territories.

The tool is initially available in U.S. English on Marriott.com and in the iOS and Android Marriott Bonvoy mobile apps to a subset of members, with a full global release planned for later in 2026. The beta rollout is intended to allow Marriott to gather user feedback and adjust performance before scaling the product.

Ask Bonvoy uses Marriott's proprietary AI architecture to interpret natural language queries, identify a user's trip purpose, and return results drawn from Marriott's own verified property data rather than open web sources. The tool is designed to complement, not replace, existing search functions on Marriott's platforms, and users can still apply traditional date and location filters. Once a property is selected, the experience connects to Marriott's existing booking system to complete reservations.

"Ask Bonvoy builds on that legacy, bringing conversational AI to the heart of how travelers explore Marriott's extraordinary global portfolio," said Anthony Capuano, President and CEO of Marriott International.

Marriott said it plans to expand Ask Bonvoy to its nearly 283 million Marriott Bonvoy members over time. The company also noted it is partnering with Google on its forthcoming Google AI Mode travel product and with OpenAI on its Ad Pilot Program. In 2024, Marriott launched a natural language search capability on its Homes & Villas by Marriott Bonvoy platform.

Support for loyalty points-based searches within Ask Bonvoy is planned for a future update.

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