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Hilton’s AI Planner Maps Trips and Keeps Bookings Direct

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Hilton’s AI Planner Maps Trips and Keeps Bookings Direct

Hilton’s Anthropic-powered AI Planner turns a plain-language trip idea into destination, hotel and itinerary suggestions.

Guests held more than 18,000 conversations with the planner by August, with Orlando, Aspen and the Caribbean among the top searches.

More than 80% of Hilton’s business is direct, and CEO Chris Nassetta said AI builds “more direct lines” to customers.

A traveler who types a vague idea for a winter getaway into Hilton’s website can now get back a destination, a hotel and a plan for the trip. Hilton’s AI Planner had held more than 18,000 conversations with guests as of August, the company said. Orlando, Aspen, the Caribbean, Chicago and New York City were among the most-searched destinations.

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Hilton launched the tool in March. Travelers describe the trip they want in plain language, then compare properties and explore amenities, Hilton said at the time. The planner started in beta on Hilton.com with a small share of site traffic and is rolling out in the Hilton Honors app.

Anthropic powers the planner, CIO Dive reported. The tool pairs Hilton property content with information on local venues and activities, so guests can plan what they will do as well as where they will stay. The launch marks “another step forward in our journey to reimagine the travel experience,” Michael Leidinger, Hilton’s chief information officer, said at the launch.

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