Hilton launches AI Planner: generative AI travel concierge enters beta

Hilton launched the Hilton AI Planner on March 23, 2026, a generative AI-powered digital concierge that helps travelers explore the company's global hotel portfolio and plan stays.

The tool is now in beta at hilton.com, rolling out gradually to a small portion of website traffic. It uses conversational intelligence to guide travelers through the entire shopping journey, from identifying the right destination to comparing properties and exploring amenities.

Unlike traditional search filters, the AI Planner responds in real time and delivers curated recommendations. Hilton positions it as a solution to a growing trend: travelers increasingly use AI tools for travel planning instead of search engines.

For the hospitality industry, this signals that major chains are now taking the AI interface seriously. Owning the travel planning layer means owning the customer from the first touch point, a strategic point that reaches far beyond the travel sector.

Hilton plans to expand access as the tool matures.