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.
Impact and considerations
The shift of hotel distribution toward AI platforms could change hotel discovery paths, brand visibility and direct-booking strategy in corporate travel.
Key points
- Marriott CEO Anthony Capuano said the "biggest impact" of AI on the hotel industry will be in the distribution landscape.
- Marriott is prioritizing appearing in the AI-powered platforms where travelers increasingly shop.
- Marriott is feeding Google and OpenAI as much content about its portfolio as it can so hotels show up in an authentic but prominent way.
- Capuano cited Skift and Lighthouse reports saying Marriott's portfolio appears more readily in those platforms than peers.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 10 Sept 2026, 01:35
- Page published
- 11 Sept 2026, 00:09
- Last updated
- 10 Sept 2026, 01:35
- Original links
- Skift Feed：Marriott CEO Says AI Will Impact Hotel Distribution First (opens in a new tab)Primary source · en · Published 10 Sept 2026, 01:35