Hilton CEO Christopher Nassetta said Sept. 23 that AI use in hotels “is not going to stop.” Hilton aims to use it to streamline booking inquiries and launched an AI concierge in March 2026; Nassetta said direct guest relationships remain crucial.
Nassetta said Hilton wants to make booking through AI agents easy and use AI to spot trends, learn about guests and personalize experiences at scale.
Across the sector, AI can also adjust room rates in real time based on demand, which the article says can boost hotel profits but may leave guests feeling cheated or uncertain about stable prices. A Mews survey cited by Hotel Dive found about 51% of 500 hotels polled around the world used AI in daily operations, while 98% used it episodically for specific tasks between December 2025 and March 2026.
