Hotel groups mull app versus AI-ready strategies

A PhocusWire article explores hotel groups' differing AI strategies. Some, like Wyndham, launched native ChatGPT apps; Choice Hotels introduced internal AI assistant Charlie; while Marriott and IHG focus on preparing content and data for AI search. IHG's CEO emphasizes that preparing the right content and data structure for AI search is more important than launching an app. IHG is also implementing Salesforce cloud CRM for personalization and deeper member relationships.