MARMarriott International, Inc.

“broadly, Marriott's focus is to implement a unified enterprise-wide generative AI strategy, again, with a focus on elevating the experience of all of our core stakeholders, associates, guests and owners. As we sit here today, I'll give you a few, not an exhaustive list, but a few examples of how we've already incorporated AI into our day-to-day business. The business transient sales tool that we put in place for our sales teams. In our customer engagement centers, the real-time call assistance that we have, event planning intelligence tools that we've made available to our team, marketing campaign assistance. And then probably the most impactful this quarter will be the rollout of our conversational search across the marriott.com platform.”

“We continue to optimize our content for Gen AI services and are working with multiple players across the space. We're also very excited about beginning a phased rollout of robust natural language search experience on marriott.com, and our app planned by the end of the second quarter. This experience will leverage real-time inventory to respond to guest inquiries and help them explore our portfolio more easily from answering hotel-level questions to supporting multi-destination searches.”

“the manner in which we are working with some of the most advanced players, whether that is Google's AI mode travel product, whether that's being one of the first participants in travel with OpenAI on their ad pilot program, there are a wide range of parallel activity streams meant to impact our above property and our on-property effectiveness and efficiency to drive top line and margin improvement.”

“we're also excited about increasingly leveraging AI across the company to assist our associates, serve our guests and drive results for our owners. Some examples are rolling out AI-powered desktop assistance at our customer engagement centers and using AI for guest pre-arrival communications.”

“we're very optimistic about the potential for AI to bring more consumers into the Marriott Bonvoy ecosystem and to help strengthen our direct booking channels. I mean it's quite interesting to watch some of the experimentation that the big AI players have made. They've got decisions to make about how they monetize these platforms. The 2 areas that we've seen experimentation are in advertising and in transactions. At least in the early days, you've seen a heavy predisposition towards monetization through ads.”

“As AI platforms continue to enrich the trip planning experience, we believe our unparalleled depth of inventory and global reach are significant competitive advantages. While it is early days for travel searching and planning in AI, we believe AI presents an exciting opportunity to connect directly and in a more personalized manner with our customers, and we're optimistic about the potential for AI to help strengthen our lower-cost direct booking channels.”

“we do think that Marriott's industry-leading scale creates a really advantageous position due to our physical and geographic footprint, our scale and data, that creates a natural digital content and search advantage relative to some of our peers. We've got more stays. We've got more reviews. We've got better insights into preferences, rates, the ability to refresh availability in real time. I think those are all meaningful advantages.”

“the third area that we would look at in terms of measuring success would be in the above property opportunities that we see in both in regional and headquarters disciplines in areas like legal, like global finance, where we think there's a real opportunity.”

“some of the pilots that we're launching, while we're not ready to share really detailed specifics, we do believe they will have favorable cost benefits for our owner and franchise community.”

“The most notable place where I think there will be an impact of both the new technology platforms and our continued work on the AI front is in the generation of group RFPs.”