What Travelers Told Marriott About AI and Their Tastes in Hotels

Half of travelers now use AI to plan trips, and most want hotels that cater to their personal passions, such as traveling with pets and visiting lesser-known destinations, according to a massive Marriott-sponsored survey.

Why it matters: The poll of 22,000 adults across Europe, the Middle East, and Africa was conducted by market research company Mortar and had an unusually large sample size for its kind. Andrew Watson, Marriott’s regional chief commercial officer, told Skift that the findings will help inform and reinforce the group’s strategy.

“We are focused on evolving and refining our brands and products to stay in sync,” Watson said.

The findings are already reshaping how the world's largest hotel company deploys technology, acquires and builds brands, builds loyalty programs, and decides where to add hotels built with more relevant designs.

AI Moves From Trend to Travel Planning Essential

Key stat: Half of respondents sa