Hilton to bring app to more AI platforms
Hilton CEO Chris Nassetta said the company plans to open its app to more large language models, including Gemini and OpenAI, in the coming weeks. Despite rapid AI developments, he doesn't see the distribution landscape changing significantly anytime soon. Hilton will use AI to become more efficient and continue building direct business, which already accounts for over 80% of its business.
Impact and considerations
Hilton's expansion of AI platform access strengthens its direct booking advantage, potentially impacting OTA distribution dynamics and offering insights for hotel distribution strategies.
Key points
- Hilton plans to open its app to more AI platforms including Gemini and OpenAI.
- CEO believes distribution landscape won't change significantly in the next five years.
- Over 80% of Hilton's business is direct, and AI will help improve efficiency.
- Hilton launched an Anthropic-powered AI planner to drive incremental demand.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 29 Apr 2026, 20:00
- Page published
- 13 Aug 2026, 08:18
- Last updated
- 29 Apr 2026, 20:00
- Original links
- PhocusWire All News：Hilton to bring app to more AI platforms (opens in a new tab)Primary source · en · Published 29 Apr 2026, 20:00