Hyatt Expands ChatGPT Enterprise After 2 Years of AI Prep

Hyatt said that it is rolling out ChatGPT Enterprise across key parts of its business, including finance, marketing, brand, business development, real estate, product and engineering, and customer experience.

The company said the tool will be used in day-to-day work across these teams, making this a broader operational rollout rather than a small internal test.

The company says the foundation came first

This rollout did not start with ChatGPT Enterprise. The company says it spent about two years building the AI and data layer needed to support broader use.

On its February 2026 earnings call, CEO Mark Hoplamazian said Hyatt had focused on infrastructure, governance, controls, and practical use cases before expanding access.

Earlier AI projects were already showing results

Hyatt has not shared a full list of use cases for the new rollout, but it has already pointed to areas where AI was helping the business.

One example is Hyatt.com search. The company said it rebuilt the experience to support natural-language queries, so guests could search in a more flexible way instead of using only standard location and date fields. Hyatt said that change helped improve booking conversion and revenue over time.

The company also highlighted group sales. Hyatt said agentic platforms have handled more than 1.5 million requests for proposals and helped hotel-level teams improve productivity by about 20 percent. Hyatt also said those tools supported gains in group market share.

Hyatt is keeping its AI strategy flexible

Another important detail is that Hyatt is not relying on only one model provider. According to Hoplamazian, the company uses models from Microsoft, Google, Anthropic, and OpenAI inside its private cloud environment.

That suggests ChatGPT Enterprise will serve mainly as the employee-facing interface, while other tools and models continue to work behind the scenes.

Hyatt’s earlier AI push was already showing commercial results

In February, the company said AI-driven search improvements on Hyatt.com were helping lift booking conversion and revenue, while it also debuted a branded app in ChatGPT that let travelers explore hotels in a more conversational way.

Photo by Bryan Xandrix Espiritu on Unsplash