AI & social reshape travel discovery

At the International Hospitality Investment Forum in Berlin, executives from Hilton, Marriott, TUI, Minor Hotels and Kempinski said travelers are defining trip types earlier and shifting discovery to social platforms and AI tools, forcing hotel brands to compete in the discovery phase rather than at booking time. (traveltrade.today) Phocuswright’s November 2025 research found nearly 40% of U.S. travelers used generative AI for trip research in the prior 12 months, an 11‑point year‑over‑year increase, and identified AI‑using travelers as higher‑value, younger, and more travel‑active. (phocuswright.com) Hilton rolled out an AI Planner in beta on hilton.com, drawing recommendations from its 9,100+ properties with the company expanding access on a test‑and‑learn timetable (public rollout noted for March 17, 2026), while IHG and Marriott have already embedded conversational planning features in apps and brand sites. (aimmediahouse.com) TakeUp’s January 2026 survey of 300 U.S. leisure travelers reported that among AI users 63% rely on AI for most or every trip and 78% have booked trips based primarily on AI recommendations, indicating high stickiness once travelers adopt AI planning. (takeup.ai) Industry coverage from Skift and IHIF reporting highlights brands responding by layering personalized pre‑trip outreach, dynamic online experiences and content optimized for experience‑led queries (e.g., “best diving spots”) to capture demand before a traveler considers hotel brands. (skift.com) (traveltrade.today) Conference commentary and market surveys collectively recommend investing in AI‑driven recommendation surfaces, social‑first short‑form content and experience‑focused microsites to ensure local packages — including Kingman team‑building, wedding and youth‑program bundles — appear in AI results and social discovery feeds that now act as travel’s “front door.” (traveltrade.today) (takeup.ai)