Marriott Launches Ask Bonvoy, Pulls AI Searches Into Its App

Marriott International began rolling out Ask Bonvoy, adding an AI-powered search tool to Marriott.com and the Marriott Bonvoy mobile app.

The feature lets travelers ask normal questions instead of only using filters, dates, and destination boxes.

A traveler can search for a business hotel, a family-friendly resort, a property with golf, or a stay with strong dining options. Ask Bonvoy then suggests Marriott properties that match the request.

The tool is launching in beta. It is first available in US English to selected Marriott Bonvoy members and new loyalty-program signups. Marriott plans a full global rollout later in 2026. The company says the tool can search across about 10,000 properties in 146 countries and territories.

Marriott wants more trips to start in its own channels

Ask Bonvoy is also a direct-booking strategy. Marriott wants travelers to begin planning inside its own app and website, instead of starting with Google, ChatGPT, Perplexity, an online travel agency, or another search platform.

Ask Bonvoy uses Marriott’s own hotel data

Marriott says Ask Bonvoy is based on its own verified property information. AI tools can sometimes give wrong or outdated hotel details when they depend on the open web.

Using internal data gives Marriott more control over the answers. The tool can explain hotel features, suggest relevant properties, and guide users toward Marriott’s booking flow. It also keeps recommendations inside Marriott’s own portfolio rather than comparing the company with rival hotel brands.

For travelers, the benefit is a simpler search experience. For Marriott, the benefit is stronger control over hotel discovery and direct booking.

Hotel groups are racing into conversational search

Hotel search is changing quickly. For years, hotels fought for visibility on search engines, online travel agencies, and review sites. Now they also need to be visible in AI conversations, where travelers may ask for recommendations before visiting a hotel website.

Marriott is joining a wider shift in hotel technology. Hilton launched its AI Planner in March 2026 to help travelers explore Hilton hotels, compare destinations, and review amenities through a conversational tool. IHG also launched an app in ChatGPT in June 2026, letting users search and compare more than 7,000 IHG hotels before moving to IHG’s direct booking channels.

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