Hilton is using AI primarily to enhance guest experiences by predicting needs, recognizing loyal customers, and replacing post-stay surveys with real-time feedback, while guest messaging tools have already improved satisfaction scores. Industry experts at the Skift Data + AI Summit discussed how major hotel chains, like Marriott and Hilton, may leverage AI and brand trust to expand into areas like student housing, vacation rentals, and cruises, following a strategy similar to Amazon’s diversification. Meanwhile, Marriott is developing an AI tool to automate hotel room assignments, freeing staff to focus more on hospitality, supported by its in-house AI lab.

• Marriott Is Deploying a Front Desk AI Tool. It Took Time to Get it Right
• AI Will Drive Hotels to Follow Amazon's Loyalty Playbook
• Hilton’s AI Strategy: Less Hype, More Guest Experience

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