Artificial intelligence is rapidly reshaping industries across the world, and the global hospitality sector is beginning to see its transformative potential. For Anthony Capuano, the technology represents more than just a trend; it is a strategic opportunity to redefine how hotels attract and engage customers.
During the fourth-quarter and full-year 2025 earnings call of Marriott International, Capuano described artificial intelligence as an opportunity to potentially redefine the customer acquisition paradigm in hospitality. According to him, the company’s global scale, strong partnerships, and vast customer ecosystem position it well to capitalize on the growing potential of generative AI.
Capuano highlighted how AI could unlock deeper levels of personalization for travelers while also simplifying the booking process. The goal is to create more intuitive interactions that allow customers to discover and reserve accommodations more easily.
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He explained that the company is optimistic about the role AI can play in bringing more consumers into the Marriott Bonvoy ecosystem while also strengthening its direct booking channels in a more efficient way.
As part of this strategy, Marriott plans to introduce natural language search across its digital platforms. The feature is expected to roll out on Marriott.com and the Bonvoy mobile app in the first half of 2026, allowing users to search for hotels and travel options using conversational queries rather than traditional keyword searches.
The company has already been experimenting with this capability. Marriott began testing natural language search for its rental products nearly two years ago, giving the company valuable insights into how travelers interact with AI-powered discovery tools.
Beyond its internal innovations, Marriott is also forming strategic partnerships with major technology companies. The hotel giant is working with Google to facilitate bookings through an AI-powered travel search experience designed to simplify how travelers discover and reserve accommodations online.
The company has also partnered with OpenAI as part of a ChatGPT advertising pilot program in the United States. The initiative aims to explore how conversational AI platforms can become new channels for travel discovery and booking.
Capuano described these collaborations as part of a broader effort to understand and shape the evolving digital distribution landscape.
“Philosophically, we are working very closely and collaboratively with the subject-matter experts, the biggest, most innovative companies in the space,” he said. “Our goal is not just to learn from them but also to help shape how this evolving ecosystem develops.”
Despite the momentum around AI, Capuano believes the industry is still at an early stage of adoption. He likened the current moment to a game that has not yet begun.
“We’re pulling into the players’ parking lot,” he said. “We’re not even in uniform on the field yet.”
Alongside its AI initiatives, Marriott is undertaking a broader technology transformation across its operations. The company is currently rolling out new property management, reservation, and loyalty systems across a significant number of hotels worldwide.
To support this transformation, Marriott plans to invest between $1 billion and $1.1 billion in 2026, with up to 40 percent of that budget allocated to digital technology upgrades and corporate systems.
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Financially, the company reported solid performance for the period. Fourth-quarter net income stood at $445 million, representing a 2 percent decline year-over-year, while full-year net income reached $2.6 billion.
Adjusted EBITDA rose 9 percent to $1.4 billion in the fourth quarter and increased 8 percent to $5.4 billion for the full year, reflecting continued strength in global travel demand.
Meanwhile, the company’s loyalty platform continues to expand rapidly. The Marriott Bonvoy program added 43 million new members in 2025 alone, bringing its total global membership to 271 million.
For Marriott, the combination of technological transformation, strategic partnerships, and expanding customer reach signals a future where artificial intelligence will play a central role in how travelers discover, plan, and book their journeys.
