Marriott International has launched Ask Bonvoy, a new AI-powered search experience designed to transform how travellers find hotels in major global destinations such as New York, Paris and Tokyo.
The beta tool allows users to search Marriott’s hotel portfolio through natural conversation rather than relying only on traditional filters such as dates, city names and room categories. For travellers planning city breaks, business trips, honeymoons, wellness stays or family holidays, the launch points to a more personalised future for hotel discovery.
Marriott says Ask Bonvoy is designed to complement, not replace, its existing search tools on Marriott.com and the Marriott Bonvoy app. Members using the beta version can still use traditional search while also exploring hotels through prompts based on travel purpose, location preferences and desired amenities, including dining, spa and golf options.
New York, Paris and Tokyo Gain Smarter Discovery
New York, Paris and Tokyo remain among the world’s most powerful urban tourism magnets, drawing travellers for culture, food, shopping, business, entertainment and landmark experiences. Yet planning a stay in these cities can be overwhelming because each destination offers many neighbourhoods, hotel styles and trip purposes.
Ask Bonvoy aims to reduce that friction. A traveller visiting New York could search conversationally for a hotel close to nightlife, theatres or business districts. A Paris visitor could ask for a romantic stay with dining access and cultural attractions nearby. A Tokyo traveller could look for a hotel suited to shopping, rail connections, family comfort or luxury experiences.
That style of search matters because city tourism is increasingly experience-led. Guests are not simply booking rooms. They are choosing the base for an entire journey, from restaurants and museums to wellness, meetings, shopping streets and airport access.
Marriott Uses Verified Property Data
A key part of the launch is Marriott’s emphasis on verified property data. The company says Ask Bonvoy brings AI into the way travellers explore its portfolio while grounding answers in information from Marriott’s own hotel ecosystem.
That point is important for travel planning. AI tools can be useful, but travellers need reliable details when they are making paid bookings. Incorrect information about amenities, location, room features or services can damage trust and disrupt trips. By connecting search to verified hotel information, Marriott is trying to make AI-powered discovery more dependable.
Marriott International President and Chief Executive Officer Anthony Capuano said the tool brings AI to the heart of how travellers explore the company’s portfolio and reflects Marriott’s commitment to making travel planning more personal, intuitive and inspiring.
Beta Rollout Supports Controlled Expansion
Ask Bonvoy is being launched in beta in U.S. English. Marriott says it will initially be available on Marriott.com and through the iOS and Android Marriott Bonvoy apps to a subset of Marriott Bonvoy members and users who sign up for the loyalty program.
That measured rollout gives the company room to test performance, gather user feedback and improve the experience before wider availability. A broader global release is planned later this year, according to Marriott’s launch announcement.
For the hospitality industry, this staged approach is significant. Travel search involves complex data, including destination availability, hotel features, loyalty preferences, guest intent and seasonal demand. A gradual launch allows Marriott to refine how AI responds to real traveller needs before the tool reaches a larger global audience.
AI Travel Planning Supports Tourism Growth
The launch aligns with the wider digital transformation of tourism. UN Tourism has identified digital transformation as a central force in the travel sector, noting that tourism was among the first global industries to digitalise core business processes such as flight and hotel booking.
AI now represents the next stage of that shift. Instead of asking travellers to manually compare hundreds of hotel listings, AI-powered tools can interpret intent and narrow choices faster. This can make planning easier for first-time visitors, time-pressed business travellers, families and international guests unfamiliar with a destination.
When search becomes easier, tourism can benefit. A smoother planning process can encourage bookings, reduce abandonment and help travellers discover properties that match their trip purpose more closely.
Hotels and Local Economies Stand to Benefit
Marriott’s AI search tool could have effects beyond hotel bookings. When travellers find better-fit accommodation, they are more likely to explore nearby restaurants, attractions, shops, transport services and cultural venues.
In cities such as New York, Paris and Tokyo, hotels often serve as anchors for visitor spending. A well-matched stay can influence how long guests remain in a destination, how much they spend locally and whether they return.
For hotel owners and operators, AI search can also improve visibility for properties that may not always appear at the top of traditional filtered results. If a traveller searches by experience instead of only by city or price, hotels with strong amenities, distinctive locations or specialised services may gain new opportunities.
Loyalty Search Could Deepen Engagement
Marriott has also indicated that future updates will include support for loyalty points-based searches. That could make Ask Bonvoy more valuable for Marriott Bonvoy members who want to plan trips around points, benefits and reward stays.
Loyalty integration is especially important because frequent travellers increasingly expect personalisation. A guest with elite status may want properties with lounge access, late checkout or upgrades. A points-focused traveller may want the best redemption value in a destination. AI search can help surface those options faster when integrated with loyalty features.
Marriott Signals a Smarter Booking Future
Ask Bonvoy shows how quickly AI is becoming part of mainstream travel planning. The tool does not remove traditional search. Instead, it adds a conversational layer that makes hotel discovery feel more intuitive.
For travellers heading to New York, Paris, Tokyo or any major destination across Marriott’s global portfolio, the shift could mean less scrolling and more relevant recommendations. For the hospitality industry, it signals a future where artificial intelligence helps connect guest intent with the right property faster.
As Marriott expands the beta and prepares for wider release, Ask Bonvoy could become a major example of how global hotel brands use AI to make travel planning more personal, efficient and confidence-driven.
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