IHG Hotels & Resorts has launched the era of AI-powered conversational search on its own digital booking channels. The beta version has been made available in the US on IHG.com and the IHG One Rewards mobile app. The system is planned to expand to other markets in the future.

This new technology aims to shorten the travel planning process. Users can state their travel purposes and expectations from a hotel using everyday conversational language instead of filters. With this information, the system scans IHG's more than 7,000 properties worldwide, offering personalized options.

Everyday conversational language instead of complex filters

Users can convey their destination, travel purpose, preferred amenities, and other needs to the system in natural language. AI creates personalized recommendations by matching these requests with IHG's hotel data.

Search results can include interactive maps, as well as current availability, prices, photos, hotel amenities, and detailed property information. Stays can also be searched based on options using cash payment, IHG One Rewards points, or a combination of points and cash.

IHG states that the recommendations are based on verified property information and guest reviews. During the beta period, the traditional hotel search system will continue to be used alongside the AI-powered option.

IHG Hotels & Resorts CEO Elie Maalouf said, “The launch of conversational search across IHG’s digital channels is transforming the way guests interact with IHG and discover our exceptional portfolio of hotels around the world.” Maalouf emphasized that the implementation is a result of years of investment in cloud-based data infrastructure and digital platforms.

Hotels are preparing their content for AI searches

The new technology also brings changes in how hotels present themselves in the digital environment. IHG plans to launch a new AI-optimized hotel content platform in the coming months that will enable properties to provide more detailed information.

Through this platform, hotels will be able to upload additional content such as floor plans, videos, and updated visuals. The aim is for AI systems to more easily perceive specific features and amenities offered by properties and to match them more accurately with travelers' requests.

This development could make the quality and structure of digital content even more crucial for hotels if searches based on classic filters are increasingly replaced by conversational queries.

Next up: personalized and autonomous booking

The conversational search feature follows the IHG app recently launched within ChatGPT and forms part of the group's broader AI strategy.

IHG is also working on more personalized search experiences, as well as agentic systems, where AI can take on a more active role in the booking process. These technologies could enable AI in the future not only to find suitable hotels but also to play a role in completing booking transactions.

User behavior and feedback obtained from the beta implementation in the US will be used to develop the system before conversational search is rolled out to other markets. Visual: © AI-generated image