As the integration of artificial intelligence across industries and into critical infrastructure raises much debate and long-term uncertainty, the technology is already being embraced at almost every stage of running a business.
In the hotel space, AI is used for everything from answering guest queries with less need for human workers to offering dynamic prices. Room rates are adjusted based on demand that the technology monitors in real time, which maximizes profits for the hotel but often leaves guests feeling cheated or unable to expect stable pricing.
At the annual Skift Global Forum in New York on Sept. 23, Hilton Worldwide Holdings CEO Christopher Nassetta classified the growing use of AI in hotels as an “almost unstoppable” force that will continue to sweep across the industry in the coming years.
“It’s not going to stop”: Hilton CEO on the use of AI
“AI is relevant in the sense that it’s not going to stop,” Nassetta said to an audience of travel industry professionals. “Humans want efficiency [and] humans want their life to be easy. With technology, some are early adopters but eventually everyone gets there.”
Nassetta went on to say that across Hilton properties, the goal is for technology to streamline certain steps at the early stages, when customers reach out about potential or existing bookings through the various online channels.
In March 2026, the brand launched a digital AI concierge to serve guests who ask questions about the properties and their amenities.
Related: No photos, please: Why some luxury hotels are putting bans in place
“I ultimately want to give customers what they want the way they want it, right?” Nassetta continued further. “And so if customers ultimately want to book through these agents, I want to make it really easy for them to be able to do that and make sure that the experience is a really good experience [..] while never losing sight of our core business which is the fulfillment side. How they get to us, and how that experience is because it’s all digital, matters a lot.”
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How else is Hilton (and other hotel chains) using AI on your hotel booking
Nassetta said that a “direct relationship” with guests will always be the crucial last step toward leaving them with positive memories about an individual hotel and ultimately earning their loyalty. But AI will increasingly be leveraged to spot trends, learn about the person making the booking, and provide a more customized experience.
A recent survey from hospitality platform Mews, cited by Hotel Dive, revealed that approximately 51% of the 500 hotels polled in different parts of the world used AI in their day-to-day operations, while 98% used it episodically for specific tasks, between December 2025 and March 2026.
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“[AI] is going to deliver the best loyalty outcomes, the best pricing outcomes and, we think, the best experience outcomes,” Nassetta said.
“Because we have a direct relation, we know so much more about a customer and we can utilize AI in a world like today in a way that allows for customization at a massive scale.”
Related: Why Marriott is betting so big on New Zealand travel
