Dive Brief:
- Hilton is investing in its customer-facing and internal AI strategies, partnering with Google, OpenAI and Anthropic to expand existing capabilities, CEO Chris Nassetta said on a Tuesday earnings call.
- The hotelier launched an Anthropic-powered platform called Hilton AI Planner last month, which combines property content with information about local venues and activities. The planner allows guests to spend more time in the company’s native environment, Nassetta said on the call.
- Nassetta called AI one of the “greatest productivity booms” to the industry. “We think about this as a means to create,” he said. “To use our scale as a weapon in creating efficiency, which we think can translate into being more efficient at how we go to market and how we deliver for our owner community.”
Dive Insight:
Hilton is not alone in its pursuit of AI. Companies across the sector are working to expand their use of the technology in customer and employee experiences.
Earlier this year, Marriott said it was actively investing in AI and digital tech transformation, including the overhaul of three core systems. Wyndham Hotels & Resorts said in 2025 it had 250 AI agents handling guest services support at 7% of its global hotels.
Hilton’s AI use is primarily focused on embracing new ways customers discover and engage with the brand, and strengthen loyalty-driven relationships while maintaining discipline in how it manages distribution of the technology, Nassetta said on the call.
Hilton employees will be using Hilton AI Planner, to “test and learn the stay experience,” Nassetta said, although he didn’t give concrete examples on how employees will use the data in their day-to-day.
“Innovation across our entire business is a core competency,” Nassetta said. “When deploying new technology, we’re focused on broad impactful use cases to enhance the guest experience, deliver value to owners and empower team members.”
Nassetta acknowledged headwinds created by conflict in the Middle East, but said he believes performance will improve later this year, citing supportive regulatory policy and increased private sector investment in AI infrastructure as drivers of growth.
The rush to expand AI infrastructure has indirectly boosted the hotel industry. Wyndham last year reported increased demand for longer-stay rooms near the top 10 data center projects started in the U.S. in 2024.
For Hilton, AI serves as a way to create efficiency, working with tech partners such as Google, Anthropic and Open AI to improve the customer experience. He credits the company’s retooled tech stack for the ability to grow its AI offerings today.
The tech overhaul began prior to the COVID-19 pandemic, Nassetta said. Hilton revamped its legacy architecture with a “cloud-based, open source, microservices driven, totally modern tech stack,” the CEO said.
The goal is for Hilton to create an engaging experience while guests are staying with them, but also keep the touchpoints when they head home.
“When they’re not with us in these other steps of the customer journey, they feel equally good about our ability to satisfy their needs and to customize at mass scale,” Nassetta said.
