Marriott International has beta launched Ask Bonvoy, a new conversational, natural-language search capability designed to help travelers plan their trips using conversational language.
Ask Bonvoy will launch in beta and will initially be available in U.S. English on Marriott.com, and in the iOS and Android Marriott Bonvoy mobile apps to a subset of Marriott Bonvoy members and users who sign up for Marriott Bonvoy. According to a statement from the company, Marriott’s tech team expects this measured rollout to let the platform adjust to real-time feedback and improve performance. A full, global release is planned for later this year.
“For nearly a century, Marriott has embraced change and been a leading innovator in the industry,” Anthony Capuano, president and CEO, Marriott International, said in the statement. “Ask Bonvoy builds on that legacy, bringing conversational AI to the heart of how travelers explore Marriott’s extraordinary global portfolio. Today’s beta launch is a powerful example of our continued investment in technology as we aim to make travel planning easier, more intuitive, and more personal.”
Natural Searching
Powered by Marriott’s proprietary AI architecture, Ask Bonvoy interprets a natural-language search query, identifies a member’s trip purpose and provides users with relevant and curated results from Marriott’s portfolio of thousands of properties around the world. Responses are grounded exclusively in Marriott owned, verified property data rather than open web content, fostering greater reliability for guests looking to understand hotel features and amenities such as dining options, spa experiences and recreational offerings like golf.
“Travelers are increasingly looking for faster, more intuitive ways to search, explore and plan their trips,” said Drew Pinto, executive vice president and chief revenue & technology officer, Marriott International. “Grounded in Marriott’s own data and backed by the power of Marriott Bonvoy’s portfolio of offerings, Ask Bonvoy is designed to meet travelers in a modern way at every point in their journey, whether they know exactly where and when they’d like to travel or are just beginning their trip discovery. Our measured launch allows us to learn directly from our customers on how they like to search so we can refine and adapt before we scale globally. We are excited to launch Ask Bonvoy as Marriott continues to transform the future of travel.”
Ask Bonvoy is designed to complement the existing search function on Marriott.com and in the Marriott Bonvoy Apps. Members using Ask Bonvoy in beta can continue to search using traditional dates and location filters, and can also explore destinations and properties through more conversational prompts such as travel purpose, location attributes and desired amenities such as dining, spa and golf options. Once users have identified their stay within the Ask Bonvoy platform, the technology will transfer them to Marriott’s existing booking capabilities to complete reservations. As Marriott continues to refine the Ask Bonvoy experience, the model will support loyalty points-based searches over time.
Marriott actively collaborates with numerous tech companies and is partnering with Google on its forthcoming Google AI Mode travel product and with Open AI on its Ad Pilot Program. In 2024, Marriott launched a natural-language search capability on its Homes & Villas by Marriott Bonvoy platform.
Over time, Marriott plans to make Ask Bonvoy available to its nearly 283 million Marriott Bonvoy members to encourage booking exclusively on Marriott.com and the Marriott Bonvoy Apps.
Marriott’s portfolio has approximately 10,000 properties across 146 countries and territories.