Hilton denies blocking AI agent bookings

In October 2026, BTIG analyst Jake Fuller said in a Friday note to clients that after his research team used Meta's personal agent Muse to test a large number of hotel searches, they concluded that "Hilton blocked Muse," but did not provide details. Hilton subsequently said it has not blocked Muse or any mainstream agent assistant, and said it is accepting bookings from a variety of agents including Muse. Skift itself also encountered similar obstacles when searching on the Hilton, Marriott and Hyatt websites via Muse. Currently Hilton denies blocking, but in testing it is still difficult to obtain room rates.