Deployment record
In the tracker →- Organisation
- Marriott
- System
- Ask Bonvoy
- Stage
- Pilot
- Function
- travel discovery
- Built on
- Google, OpenAI
- Scale
- 309 million members
- 01Marriott is testing new search and commerce experiences through integrations with platforms like Google and OpenAI, and is introducing conversational AI features such as Ask Bonvoy.
- 02AI is currently reshaping travel discovery, with its impact on bookings expected to evolve over time; some monetizing platforms prefer traditional advertising over booking commissions.
- 03Marriott's loyalty program, Marriott Bonvoy, has approximately 309 million members and drives direct bookings for the company.
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- 04The company is undergoing a multi-year technology transformation, having moved over 3,000 hotels to a new technology ecosystem, with continued deployment expected through 2027.
- 05Marriott reported a Q3 2026 global RevPAR growth of 6.5% and raised its full-year global RevPAR growth outlook to 4.5% to 5%, with expectations to return at least $4.8 billion to shareholders in 2026.
Marriott
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Marriott is preparing for travelers who plan trips through AI platforms. On the company's Q3 2026 earnings call on November 2, 2026, President and CEO Tony Capuano said Marriott is "testing new search and commerce experiences through integrations with leading platforms like Google and OpenAI."
The company is also introducing conversational AI in its own channels through features such as Ask Bonvoy, and is working on optimizing Marriott's presence in AI-generated results.
Capuano said Marriott is expanding its use of AI across the enterprise to improve hotel performance and the experience of associates and guests.
Discovery First, Bookings Later
Asked by Morgan Stanley analyst Stephen Grambling how AI could affect distribution mix and commissions, Capuano said the impact so far is concentrated earlier in the travel journey.
"Right now, our view is that AI is largely reshaping travel discovery," he said. Its effect on bookings is moving more slowly, he said, though that does not mean it will not eventually have a similar impact.
On distribution costs, Capuano said it is still early. Some platforms that are monetizing are leaning toward traditional advertising rather than taking a commission on bookings.
He said intuition suggests that model would be economically compelling for Marriott's owners, but that the story largely remains to be told.
Capuano described AI as a technology that will "profoundly impact virtually every industry."
Marriott's loyalty program, Marriott Bonvoy, has approximately 309 million members worldwide, and Capuano said it drives direct bookings for the company's owners.
The week's store, brand and commerce deployments. Fridays.
A Multi-Year Technology Rebuild
The AI work sits alongside a multi-year technology transformation that Capuano said is well underway. In response to a question from BMO Capital Markets analyst Ari Klein, he said Marriott had moved more than 3,000 hotels to its new technology ecosystem as of the day before the call.
The company has largely finished deployment across many of its US select-service hotels and has started cutting over full-service properties, beginning with simpler hotels to learn along the way. Full waves will continue throughout 2027.
Capuano said the early impact on property has been encouraging, but described the evidence so far as anecdotal rather than statistically valid.
Marriott is also building features on the new platform. A complimentary upgrade list in the Bonvoy app, developed in-house and currently in beta, lets eligible elite members see their position on the upgrade list before arrival.
CFO Jen Mason said technology spending is expected to account for 25% to 30% of Marriott's 2026 investment spending of $1.25 billion to $1.35 billion. She said spending on the digital technology transformation is expected to come down a bit in 2027, but that Marriott "will continue to invest heavily in technology."
Marriott reported Q3 2026 global RevPAR growth of 6.5%, with US and Canada RevPAR up 7.4%, or 6.2% excluding the World Cup. International RevPAR rose more than 4%.
Adjusted EBITDA grew 12% to $1.51 billion, and adjusted diluted EPS rose 22% to $3.02. Gross fee revenues increased 14% to $1.52 billion.
Net rooms grew 4.6% over the 12 months ended September 30, and the development pipeline reached a record of more than 634,000 rooms.
Marriott raised its full-year global RevPAR growth outlook to 4.5% to 5%, and expects to return at least $4.8 billion to shareholders in 2026. Mason said preliminary 2027 RevPAR growth could be 3.5% to 4.5%.
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