IHG Joins Hilton and Marriott With AI Search and In-Chat Point Bookings
IHG is testing natural-language conversational search on its U.S. site and app, differentiating itself with integrated points-and-cash chat bookings.
Stock photo for illustration only, not from the actual event
- IHG has become the latest major hotel group to pilot AI-powered conversational search on its website and app.
- Travelers can describe trips using ordinary language to receive personalized hotel recommendations and live maps.
- The system uniquely allows users to book using points, cash, or a combination directly within the chat interface.
- IHG is also rolling out an AI-optimized content platform to ensure franchise properties stand out to AI agents.
InterContinental Hotels Group (IHG) has officially rolled out testing for AI-powered conversational search across its U.S. website and mobile application, the company announced. The new feature allows travelers to articulate their trip plans using everyday conversational language—incorporating destinations, travel purposes, personal preferences, and desired amenities—to instantly receive tailored recommendations.
The conversational beta runs alongside traditional search forms while initial testing takes place in the United States prior to broader international expansion. The interactive experience includes dynamic tools such as interactive maps, live room availability, updated pricing, and comprehensive property insights tailored specifically to user prompts.
Stock photo for illustration only, not from the actual event
Access to the AI search beta is being distributed randomly to U.S. visitors on IHG.com and the app. Users may encounter the conversational interface organically, regardless of whether they hold status as an IHG One Rewards member. This launch positions IHG as the third major hotel group to formally deploy conversational AI tools, following Hilton's introduction of its AI Planner in March and Marriott's debut of Ask Bonvoy in mid-June.
The adoption of conversational search highlights a broader shift in the hospitality sector as brands race to keep pace with consumer tech expectations. Behind the chat prompts lies a heavy reliance on modern cloud infrastructure, clean application programming interfaces, and unified guest data pools that dictate whether a specific property is even surfaced by automated AI agents.
What sets IHG apart from competitors like Marriott and Hilton is its integrated booking capability. Travelers using IHG's conversational search can complete bookings using loyalty points, cash, or a hybrid of both directly inside the chat window—a functionality rival groups have yet to deploy. This capability is anchored by IHG's multi-year digital infrastructure overhaul, which includes migrating guest data to Google Cloud and transitioning to an Amadeus-built cloud reservation system.
Looking ahead, IHG plans to deploy an AI-optimized hotel content platform. This system will require franchisees to upload updated floor plans, promotional videos, and fresh imagery designed to feed both IHG's proprietary channels and external third-party platforms like OTAs and Google. Despite these technological leaps, no major hotel group has publicly released concrete engagement or conversion metrics yet, leaving the hospitality industry trailing behind e-commerce giants who routinely report concrete conversion lifts from AI shopping assistants.
Source: Skift
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