At a Glance

  • Hilton is advancing its customer-facing and internal AI strategy, partnering with Google, OpenAI, and Anthropic to expand existing capabilities. CEO Chris Nassetta made these remarks during Tuesday's earnings call.
  • Last month, the hotel group launched the Anthropic-powered platform "Hilton AI Planner," integrating property content with local venues and event information. Nassetta said on the call that the planning tool allows guests to spend more time within Hilton's own digital environment.
  • Nassetta called AI one of the industry's "greatest productivity booms." "We view it as a means of creation," he said, "leveraging our scale to create efficiencies, enter the market more effectively, and generate value for the owner community."

In-Depth Analysis

Hilton is not the only hotel company betting on AI. Multiple companies across the industry are working to expand the application of AI technology in customer and employee experiences.

Earlier this year, Marriott International said it is actively investing in AI and digital transformation, including a comprehensive overhaul of its three core systems. Wyndham Hotels & Resorts announced in 2025 that 250 AI agents have been deployed across 7% of its global hotels to handle guest service support.

On the call, Nassetta noted that Hilton's AI focus is on embracing new ways guests discover and engage with the brand, strengthening loyalty-driven customer relationships, while maintaining discipline in technology distribution management.

Hilton employees will use the Hilton AI Planner to "test and learn about the stay experience," Nassetta said, but he did not provide specific examples of how employees will use the data in their daily work.

"Innovation runs through our entire business and is a core capability," Nassetta said. "When deploying new technology, we focus on broad and impactful use cases to enhance the guest experience, create value for owners, and empower team members."

Nassetta acknowledged headwinds from the Middle East conflict, but he believes performance will improve later this year, citing supportive regulatory policies and increased private-sector investment in AI infrastructure as growth drivers.

The AI infrastructure expansion boom has indirectly boosted the hotel industry. Wyndham reported last year that demand for extended-stay rooms increased near the top ten data center projects launched in the U.S. in 2024.

For Hilton, AI is a path to creating efficiencies, improving customer experience through partnerships with technology companies like Google, Anthropic, and OpenAI. Nassetta attributes the growth of the company's current AI capabilities to its rebuilt technology stack.

Nassetta said the technology transformation began before the COVID-19 pandemic. Hilton transformed its legacy architecture into a "cloud-based, open-source, microservices-driven, fully modernized technology stack," as the CEO described.

Hilton's goal is to create engaging experiences during a guest's stay while maintaining touchpoints after they return home.

"When guests are not with us and are in other parts of the customer journey, they can still feel that we have the ability to meet their needs and serve them in a personalized way at scale," Nassetta said.