How Marriott Is Using AI to Transform Hospitality

Artificial intelligence (AI) is quietly transforming the way hotels operate, and Marriott is at the forefront of this transformation. From smart rooms that adjust to your preferences to AI concierges offering tailored travel tips, Marriott is leveraging artificial intelligence to make your stay smoother, more personalised, and more efficient.

In this blog, we’ll explore how Marriott is using AI to elevate the guest experience, how other hotel giants like Hilton and Hyatt are responding, and what all this means for you as a traveller.

Marriott’s AI Innovations That Are Changing the Guest Experience

Marriott has embraced AI in several ways, with a clear focus on enhancing guest satisfaction and convenience.

AI Concierge: RENAISSANCE Hotels’ “RENAI”

At several Renaissance Hotels (a Marriott brand), guests can use an AI-powered virtual concierge called RENAI. After scanning a QR code, they can ask questions through WhatsApp or text. RENAI pulls from trusted local sources and ChatGPT-style intelligence to suggest restaurants, nightlife, and cultural spots.

Instead of scrolling through endless reviews, guests receive curated recommendations that reflect the city's vibe and the hotel’s local expertise. This concierge feature is already live in cities like Charleston, Nashville, and Dallas, with plans to expand globally.

Smart Rooms That Learn Your Preferences

In Marriott’s IoT Guestroom Lab, rooms are equipped with smart devices that respond to voice commands. You can set lighting, temperature, or even shower preferences with a simple phrase. Over time, the room learns your habits and adjusts accordingly.

If you like a warm room and dim lights before bed, the room remembers. It’s like having a personalised comfort setting ready whenever you check in.

24/7 AI Chatbots

Whether you're booking a room, requesting a late checkout, or asking for extra towels, Marriott’s AI chatbots handle it all, anytime, day or night. These bots work through the Marriott app, Facebook Messenger, WhatsApp, and more, providing instant, human-like responses without the wait.

This system relieves pressure on hotel staff and ensures that guests always receive prompt service.

Robot Butlers at Aloft Hotels

Marriott’s Aloft brand has utilised robots, such as “Botlr,” to deliver towels, snacks, and amenities. These robots can ride elevators, navigate around obstacles, and deliver your request directly to your door, often within minutes.

This is a fun, futuristic touch that also solves practical problems, such as late-night delivery and quick room service.

AI-Powered Personalisation and Recommendations

Marriott collects data from past bookings, loyalty profiles, and stay patterns to predict what guests might want before they ask. You might receive a special offer for a spa treatment or a dinner reservation based on your previous choices.

Behind the scenes, AI also helps Marriott manage staffing, anticipate peak times, and improve operational efficiency.

How Other Hotel Chains Are Using AI

Marriott isn’t alone. Other major hotel groups are utilising AI in innovative ways to enhance the guest experience.

Hilton

Hilton launched “Connie,” an AI-powered robot concierge built on IBM’s Watson. Connie answers questions about hotel amenities and local attractions at the front desk.

Hilton also integrates Amazon’s Alexa into select rooms, allowing guests to control lights, play music, or request room service by voice.

Hyatt

Hyatt uses AI to personalise the booking journey. By analysing guest data, their system can recommend specific room types, upgrades, or packages tailored to your preferences.

They’ve also rolled out AI chatbots in their apps to help with basic inquiries and guest services.

IHG and Accor

IHG (InterContinental Hotels Group) has introduced a generative AI travel planner in its app, which creates comprehensive itineraries tailored to your destination and interests.

Accor has experimented with facial recognition check-in and AI-driven guest messaging tools that streamline communication throughout your stay.

Why This Matters for Guests

So, how does all this AI benefit hotel guests? In simple terms, it makes everything easier, faster, and more personal.

Convenience

With AI tools working 24/7, guests no longer have to wait in line or stay on hold. Whether you’re ordering room service at 2 a.m. or checking in via your phone, AI is always available.

Personalisation

From remembering your pillow type to suggesting a yoga class you might enjoy, AI enables hotels to create a personalised experience that feels tailor-made.

Speed and Efficiency

AI helps reduce human error and automates routine tasks, which means quicker check-ins, faster responses, and more time for hotel staff to focus on personalised service.

Better Recommendations

Instead of relying on Google or outdated brochures, AI concierges like RENAI offer curated, trustworthy suggestions for dining, entertainment, and sightseeing.

The Challenges of AI in Hospitality

Despite all these benefits, using artificial intelligence in hospitality isn’t without its hurdles.

Data Privacy

Hotels collect a significant amount of data to enable AI to function effectively. That raises privacy concerns. Guests want to know that their preferences and personal info are stored securely and used responsibly.

Cost

Implementing AI can be expensive. Upgrading infrastructure, training staff, and developing custom systems is a significant investment, something that is easier for Marriott than for smaller boutique hotels.

The Human Touch

AI is smart, but it’s not human. Striking the right balance between automation and warm, face-to-face service is key. The goal is to enhance, not replace, hospitality with the aid of AI.

The Future of AI at Marriott and Beyond

Marriott shows no signs of slowing down. The company plans to expand its RENAI concierge to more hotels and continue experimenting with innovative room technology.

In the future, you could see AI crafting entire travel itineraries, offering real-time local updates, or even adjusting your room based on your sleep patterns.

As artificial intelligence continues to grow, expect hotels like Marriott, Hilton, and Hyatt to offer even more seamless, personalised, and intuitive experiences.

AI is no longer just a buzzword in hospitality; it’s a tool that’s reshaping the entire guest experience. Marriott’s early investments in artificial intelligence are already paying off with smarter rooms, faster service, and more personalised stays.

As other hotel chains catch up, guests everywhere will benefit from smoother check-ins, more accurate recommendations, and a higher standard of service. Whether you’re a frequent traveller or just planning your next getaway, AI is quietly working behind the scenes to make your stay better.