IHG Tests AI-Powered Conversational Search on U.S. Platform
The hotel group becomes the third major chain to roll out natural-language booking tools, following similar launches by Hilton and Marriott earlier this year.
IHG Hotels & Resorts has launched a beta test of artificial intelligence-driven conversational search capabilities on its U.S. website and mobile application, the company disclosed Tuesday, joining rival hospitality groups in deploying generative AI booking technology.
The experimental feature allows users to input trip parameters using everyday language, describing elements such as intended location, travel purpose, personal preferences and desired property amenities. The system then generates customized hotel suggestions complete with interactive mapping, real-time room availability, current rates and detailed property information.
During the testing phase, IHG's conventional search interface will continue operating in parallel with the AI-powered option. The beta program launches initially in the United States before planned expansion into additional markets. The company is distributing access randomly among U.S. visitors to IHG.com and its mobile app, with both IHG One Rewards loyalty members and non-members potentially encountering the new tool.
IHG trails two competitors in bringing conversational AI search to market. Hilton Worldwide introduced its AI Planner feature in beta on hilton.com in March, while Marriott International activated its Ask Bonvoy system for U.S. English users on Marriott.com on June 16.
Alongside the conversational search rollout, IHG reportedly plans to introduce a content platform designed to ensure franchised properties' distinctive characteristics remain discoverable within AI-generated search results. The initiative addresses a growing concern among hotel operators about maintaining visibility as travelers increasingly rely on artificial intelligence tools for trip planning and booking decisions.
Major hotel groups have generally been more cautious than retail sector companies in publicly sharing usage metrics and conversion data related to their AI implementations, though the technology's adoption across the lodging industry continues to accelerate.