Marriot's new AI tool. Photo: courtesy of Marriot Marriott International has announced the beta launch of Ask Bonvoy, a new conversational AI-powered search experience designed to help travelers discover hotels and plan trips across the Marriott Bonvoy portfolio.
Initially available in U.S. English, the feature is being rolled out to a limited group of Marriott Bonvoy members and users who sign up for the loyalty program through Marriott.com and the Marriott Bonvoy mobile apps on iOS and Android. A broader global launch is planned later this year.
Marriot's new AI tool. Photo: courtesy of Marriot According to Marriott, Ask Bonvoy allows travelers to search using natural language instead of traditional filters. Users can describe the type of trip they are planning, preferred destinations, or desired amenities, and the system will provide customized recommendations from Marriott's portfolio of approximately 10,000 properties across 146 countries and territories.
The company said the tool is powered by its proprietary AI architecture and relies exclusively on Marriott-owned and verified hotel data rather than information gathered from the open web. This is intended to provide guests with reliable details about hotel amenities, dining options, spa facilities, golf offerings, and other property features.
“For nearly a century, Marriott has embraced change and been a leading innovator in the industry,” said Anthony Capuano, President and CEO of Marriott International. “Ask Bonvoy builds on that legacy, bringing conversational AI to the heart of how travelers explore Marriott’s extraordinary global portfolio.”
Marriott said Ask Bonvoy is designed to complement, rather than replace, its existing search and booking tools. Once travelers identify a property through the AI-powered search, they are directed to Marriott’s standard booking platform to complete reservations.
The launch forms part of Marriott’s broader technology strategy. The company said it is collaborating with technology firms including Google on future AI travel initiatives and OpenAI through its advertising pilot program.
Marriott currently has nearly 283 million Marriott Bonvoy members worldwide and plans to expand access to Ask Bonvoy as the company gathers feedback and refines the platform during the beta phase.