Marriott CEO Says AI Will Impact Hotel Distribution First

Marriott CEO Anthony Capuano said at a Bank of America investor conference that the "biggest impact" of AI adoption on the hotel industry will be in how travelers find and book hotels — the distribution landscape. Marriott is prioritizing appearing in the AI-powered platforms where travelers increasingly shop, feeding Google and OpenAI as much content about its portfolio as it can so hotels "show up in a really both authentic but prominent way." Capuano cited Skift and Lighthouse reports saying Marriott's portfolio appears more readily in those platforms than peers.