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US: At Marriott’s fourth quarter and full-year 2025 earnings call, CEO Anthony Capuano said that the company was set to leverage AI opportunities due to its scale and relationships.
Capuano said Marriott has plans to add natural language search on its website and across Bonvoy products after it began testing generative AI search capabilities two years ago, broadening direct booking channels.
The search product is intended to help match travellers with destinations and properties. Bonvoy customers will be able to gesture more broadly to attributes they want, something traditional search functions cannot handle well.
“Consumers can focus more on the experiences they are passionate about and the amenities on their ‘must have’ list to reveal their next memorable travel adventure,” Bonvoy Homes & Villas vice president Jennifer Hsieh said.
“With natural-language search, we’re able to play matchmaker, helping travelers effortlessly discover the perfect but perhaps unexpected property and destination among our global collection of extraordinary homes.”
Marriott plans to invest around $1 billion in 2026, with 40 per cent of that figure going toward digital technology transformation and corporate systems.
Highlights:
- Marriott plans to integrate natural language search capabilities across its Bonvoy platform and website, building on two years of generative AI testing aimed at helping travellers match with destinations and properties based on broader experiential preferences.
- CEO Anthony Capuano cited the company’s scale and existing relationships as advantages in leveraging AI opportunities, announced during Marriott’s fourth quarter and full-year 2025 earnings call.
- The natural language search function is designed to address limitations of traditional search by allowing customers to describe desired attributes and amenities rather than using specific location or property name queries.
- Marriott intends to invest approximately $1 billion in 2026, with 40 percent allocated to digital technology transformation and corporate systems modernisation.
