Hilton just launched its AI Planner, a generative AI-powered digital concierge now available in beta testing on hilton.com. The tool uses conversational intelligence to help travelers identify destinations, compare properties across Hilton's global portfolio, and explore amenities through real-time, chat-style interactions.
The launch positions Hilton alongside competitors who deployed similar capabilities earlier. IHG partnered with Google Cloud in April 2024 to build an AI-powered travel planner within its One Rewards mobile app, while Marriott International's Renaissance Hotels and Homes & Villas by Marriott Bonvoy rolled out AI tools on their respective websites in 2023 and 2024.
The Hilton AI Planner is currently available to a limited subset of hilton.com visitors. According to the company, access will expand to all website visitors by March 17, 2026, as the tool continues to evolve through what Hilton describes as a test-and-learn development approach.
