Hilton launched the tool in March. Travelers describe the trip they want in plain language, then compare properties and explore amenities, Hilton said at the time. The planner started in beta on Hilton.com with a small share of site traffic and is rolling out in the Hilton Honors app.
Anthropic powers the planner, CIO Dive reported. The tool pairs Hilton property content with information on local venues and activities, so guests can plan what they will do as well as where they will stay. The launch marks “another step forward in our journey to reimagine the travel experience,” Michael Leidinger, Hilton’s chief information officer, said at the launch.
Hilton Wants More Bookings to Stay Direct
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More than 80% of Hilton’s business is already direct, CEO Chris Nassetta said on the company’s first-quarter earnings call in April. Nassetta said AI is “code for continuing to build more direct lines to our customers.” He said the AI Planner should lift demand as customers book with Hilton more often and more quickly.
Hilton is also drawing in guests through external AI platforms. Hilton Honors members can search Hilton hotels in Google’s AI Mode and see pricing in points, the company said. Hilton offers a ChatGPT app that recommends properties. It is also building a Claude connector that will show property images, details and pricing.
Booking Platforms Guard the Transaction
Online travel agencies are pushing to keep the booking too. Large language models drive less than 1% of room nights at Booking Holdings, the parent of Booking.com, PYMNTS reported. Booking ran 73% of its gross bookings through its merchant model, which keeps payment inside its own checkout, PYMNTS added. Higher-tier members of its Genius loyalty program make up more than 30% of active customers.
Travelers still want a hand on the final step. Only 2% of leisure travelers would let AI book a trip for them, PYMNTS reported, citing an investigation from Skift. IDC forecasts that AI agents will handle 30% of all travel bookings by 2030, the same PYMNTS story noted. Skyscanner Founder Gareth Williams told Skift the public is far more negative on AI than the people in the travel industry.
Travelers trust AI less as the decisions get more personal. While 63% trust AI tools when making travel decisions, just 22% trust AI to create an itinerary tailored to their interests, according to Hilton’s 2027 Trends report, which did not disclose its sample size or methodology. Millennials lead all age groups in AI trust at 26%, the report said. By comparison, 70% of travelers trust hotel staff as a planning resource.
The company is still widening its AI reach. Hilton plans to open its app to more large language models, including Google’s Gemini and OpenAI’s models, CEO Nassetta said in April during the Q1 earnings call. Hilton employees will also use the planner to test and learn the stay experience, CIO Dive reported. Nassetta does not expect AI to upend how hotels are booked. “I don’t see that the whole system changes in a material way anytime soon,” he said.
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