IHG Hotels & Resorts is launching an AI-powered conversational search era on its digital booking channels. While the beta version is 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.

The new technology aims to shorten the process from the inception of a travel idea to finding the right hotel and making a reservation. Instead of selecting numerous filters one by one, users can express where and for what purpose they want to travel, and what they expect from a hotel, using everyday conversational language. Based on this information, the system scans IHG's more than 7,000 properties worldwide and presents suitable 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 matches these requests with IHG's hotel data to generate personalized recommendations.

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 available alongside the AI-powered option.

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

Hotels Prepare Their Content for AI Searches

The new technology also brings changes in how hotels present themselves digitally. IHG plans to launch a new AI-optimized hotel content platform in the coming months, which 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. This aims to ensure that specific features and amenities offered by properties are more easily perceived by AI systems and more accurately matched with travelers' requests.

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

Next Up: Personalized and Autonomous Booking

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

In addition to more personalized search experiences, IHG is also working on 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 part in completing reservation transactions.

User behaviors 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