BERLIN, March 25, 2026, 12:48 (CET)
Hyatt is doubling down on artificial intelligence, aiming to catch travelers before they even settle on where to go, CEO Mark Hoplamazian told industry peers in Berlin this week. The hotel chain is pushing to boost direct bookings on its own platforms. U.S. travel sites, meanwhile, have flagged a specific American Express promotion for certain Hyatt stays—another nudge intended to draw loyalty members to book straight with Hyatt.
Timing’s important here: hotel groups are scrambling to ease reliance on online travel agencies—their third-party booking platforms typically run pricier than direct reservations. Hoplamazian pointed to World of Hyatt as a way to bring those acquisition expenses down. Skift, citing JPMorgan in a report this month, noted that major U.S. hotel brands are shifting from AI test phases to broader launches, with earnings boosts seen coming in 2026.
According to Skift, Hyatt wants to influence travel decisions earlier—before a destination is even chosen. Hoplamazian talked up a search platform that centers on what the traveler actually wants, moving away from the typical filters like location, dates, or room specs.
“We’ve been at this AI enablement for two full years,” Hoplamazian told analysts on Hyatt’s February earnings call, per Skift. Guests are interested in searching “with prose,” he said, and Hyatt’s data across multiple quarters pointed to higher booking conversion and increased revenue from the upgraded search experience. Skift
Hyatt is pushing forward internally as well, launching its “hotel heartbeat” platform. This AI-driven system tracks and highlights patterns for hotel managers in real time. Hoplamazian said the rollout would cover around 250 hotels by April, expanding to 1,000 properties by year-end. The move signals a shift from testing to broad adoption. Hospitality Investor
Hoplamazian, speaking in Berlin, said a separate AI-driven group sales tool has “given back a day per week to hotel sales teams.” Earlier in the month, Skift quoted JPMorgan’s Daniel Politzer, who predicted “2026 is shaping up to be a pivotal year” for hotel AI. The sector, he noted, is moving out of pilot phases and toward platforms that push direct bookings and boost EBITDA, the key operating profit metric. Hospitality Investor
Loyalty is still front and center. Hoplamazian described World of Hyatt as more than just a points program—he called it an “experience platform.” On Wednesday, Hyatt announced members are now able to earn and use points at participating Bahia Principe resorts. Frequent Miler and Doctor of Credit noted a targeted Amex Offer, too: select cardholders can get $75 back when they spend $300 at certain Hyatt properties, but only if they book direct and pay by June 30. Hospitality Investor
The move comes as Hyatt holds firm near the market’s upper tier. CEO Hoplamazian noted the company continues to post elevated daily rates and RevPAR, the key hotel metric tracking room revenue. Back in February, Reuters pointed out Hilton was also capitalizing on robust high-end travel demand, while budget travelers dialed it down.
Hyatt’s rivals aren’t sitting out. This month, Skift highlighted that JPMorgan expects Marriott and Hilton to align with big AI players, and Wyndham’s already seeing labor costs dip thanks to AI-driven call centers. Hyatt, then, finds itself chasing the same efficiencies—just as those same AI tools spread through the industry.
Still, there are pitfalls. Skift pointed out that, according to JPMorgan, it’s unclear just how much appetite travelers actually have for AI-powered booking tools. There’s also concern that if guests start turning to external AI platforms, hotel brands risk blurring the lines that set them apart. Hoplamazian, for his part, described what he called a “K-shaped economy”—spending remains resilient at the luxury end, while lower segments face headwinds. Skift
Chicago-based Hyatt counted over 1,500 hotels and all-inclusives across 83 countries as of the end of 2025. Back in February, the company highlighted a focus on brand expansion, talent, and tech as the main drivers for its 2026 strategy, and projected adjusted EBITDA would climb 13% to 18% this year.
