IHG Hotels & Resorts has introduced a beta version of an AI-driven conversational search tool on its direct booking channels, IHG.com and the IHG One Rewards mobile app. The feature aims to simplify trip planning by allowing guests to describe their needs in natural language — such as destination, purpose of travel, and preferences — and receive tailored hotel recommendations.
The new search capability, currently available in the United States, processes inputs like “a family-friendly beach resort in Cancún with a pool” and returns interactive maps, real-time availability, pricing, and detailed property information. Guests can pay with cash, IHG One Rewards points, or a combination of both. The AI search runs alongside existing search options, giving users flexibility in how they find their ideal stay.
AI-optimized content platform supports hotel visibility
To support the conversational search, IHG is rolling out an AI-optimized hotel content platform that enables individual properties to upload richer details — including floor plans, videos, and enhanced descriptions. This content helps the AI better match properties to traveler queries, improving visibility for hotels that invest in detailed listings.
“Launching conversational search in IHG’s digital channels transforms how guests interact with IHG and discover our incredible collection of hotels around the world,” said Elie Maalouf, CEO of IHG Hotels & Resorts.
The initiative is part of IHG’s broader AI strategy, which includes further personalization of guest experiences and strengthening of loyalty program engagement. The company is collaborating with technology partners and thought leaders to continue evolving the guest journey.
For travel professionals, the development signals a shift in how hotel groups are leveraging AI to drive direct bookings and reduce reliance on third-party online travel agencies. Similar moves by other hospitality brands — such as Millennium Hotels boosting loyalty with bonus points for extended direct bookings — underscore the industry’s focus on owning the customer relationship.
IHG’s conversational search is initially limited to the US market, with plans to expand to other regions after refining the service based on user feedback. The company operates more than 7,000 hotels worldwide under brands including InterContinental, Kimpton, Holiday Inn, and Crowne Plaza.
The launch comes as travel technology vendors increasingly deploy generative AI to streamline booking processes. GDS systems and online travel agencies have also experimented with conversational interfaces, but IHG’s integration directly into its own digital channels gives it greater control over the guest experience and data.
Industry observers note that the success of such tools will depend on accuracy, speed, and the ability to handle complex, multi-destination queries. IHG’s approach of running the AI search alongside traditional search options allows guests to choose their preferred method without disruption.
For hoteliers and revenue managers, the AI-optimized content platform presents an opportunity to differentiate their properties through richer media and detailed descriptions. Properties that invest in this content may see improved visibility in AI-driven recommendations, potentially driving more direct bookings.
IHG’s move also aligns with broader trends in luxury travel and personalized experiences, as seen in recent launches like Evermore Orlando Resort launching curated guest experiences for luxury travelers. The ability to match guest preferences with specific property features could become a competitive advantage in the increasingly crowded hospitality landscape.
The beta launch is expected to run for several months, with IHG collecting user feedback to refine the AI model before a wider rollout. The company has not disclosed specific technology partners for the conversational search but confirmed it is working with leading AI vendors.
