Ask Bonvoy, a new conversational AI search tool from Marriott International, launched in beta on June 16, letting travelers use natural language to find stays across its portfolio of roughly 10,000 properties in 146 countries and territories. The tool is available now to a subset of U.S. English users on Marriott.com and the Marriott Bonvoy iOS and Android apps.
Powered by Marriott's proprietary AI architecture, Ask Bonvoy interprets queries grounded exclusively in the company's own verified property data, not open web content. It complements the existing date-and-location search, allowing users to explore options through conversational prompts about travel purpose, location attributes, and amenities like dining, spa, or golf. Once a selection is made, the experience transfers users to Marriott's booking system to complete the reservation.
How Ask Bonvoy works
The tool identifies a member's trip purpose from natural language queries and returns curated results from Marriott's global portfolio. Because responses draw only from Marriott's owned data, the company says it offers more reliable information on hotel features and amenities. Over time, the model will also support searches based on loyalty points.
Leadership perspectives
"For nearly a century, Marriott has embraced change and been a leading innovator in the industry," said Anthony Capuano, president and CEO. "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."
Drew Pinto, executive vice president and chief revenue & technology officer, said travelers want faster, more intuitive ways to search. "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."
Phased rollout and future plans
The beta is limited to U.S. English and available to a segment of Marriott Bonvoy members and new sign-ups. This gradual approach lets the company adjust based on real-time feedback before a full global release planned for later this year. The tool will eventually incorporate loyalty points-based searches as the experience evolves.
Why this matters for hospitality and events professionals
For event planners and hospitality managers, conversational search represents a shift in how guests discover and book accommodations. Tools like Ask Bonvoy can influence booking paths by responding to intent rather than just dates and locations, making it critical to understand how AI-driven discovery shapes traveler expectations. This development highlights the growing role of AI for Hospitality & Events as major brands invest in direct, data-grounded search experiences.
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