Verified
Marriott International
Piloting- Hotels
- ~414,000 associates
- Copilot for staff
- Ask Bonvoy beta (Jun 2026)
- 2,000+ hotels on new systems
- No AI results reported
Marriott International sorts its AI into three tiers, Colin Coleman, SVP of Enterprise Data, Analytics and AI, said in Jun 2026: Microsoft Copilot, which Skift reported had been rolled out to nearly every employee, possibly excluding hotel associates; low-code tools for teams; and larger systems such as sales and contact center AI and the Ask Bonvoy search beta. Marriott has named a handful of AI uses in production, is moving hotels onto new core systems, 2,000+ by Aug 2026, and has reported no financial return from AI.
marriott.comTheir approach to AI
- The platform
- Marriott International runs Microsoft Copilot for employees, low-code tools for teams and its own production systems, Colin Coleman said in Jun 2026, and Skift reported that Copilot had been rolled out to nearly every employee, which may not include hotel associates; Global CIO Naveen Manga said in May 2026 that Marriott is building a model-agnostic AI chassis for guests, associates and owners, and Ask Bonvoy runs on what Marriott calls proprietary AI architecture.
- The models
- Marriott International calls its AI chassis model-agnostic and has not named the models behind Ask Bonvoy or its sales and contact center tools; employees use Microsoft Copilot (Jun 2026), the RENAI concierge pilot drew on ChatGPT (Dec 2023), and Google and OpenAI are distribution partners.
- The reach
- Marriott International has not published how many employees can use Microsoft Copilot or how many do; Skift reported in Jun 2026, after a talk by Colin Coleman, that Copilot had been rolled out to nearly every employee, without saying whether that covers hotel associates (Marriott employs about 148,000 people and manages about 414,000 associates in all). Ask Bonvoy reached a subset of Marriott Bonvoy members in U.S. English from Jun 2026.
- The catch
- Marriott International has reported no business return from AI; Skift reported in Jun 2026 that Marriott's larger AI systems were starting to deliver revenue and cost savings, and Anthony Capuano said sales AI will be judged on conversion and hotel revenue, but Marriott has published no figures.
Snapshot
- Employees
- ~414,000 associates
- Year-end 2025: about 148,000 employed by Marriott and 266,000 employed by hotel owners with employment managed by Marriott (2025 Form 10-K)
- Technology budget
- Not disclosed
- About 25% of $1.25B to $1.35B of 2026 investment spending goes to the digital tech transformation and corporate systems (Aug 2026); capital and technology expenditures were $604M in 2025
- AI/ML headcount
- Not disclosed
- Marriott Tech Accelerator in Hyderabad, announced Oct 2024, adds to the global technology team
- Who owns AI
- SVP Colin Coleman
- Senior Vice President of Enterprise Data, Analytics and AI (Jun 2026); EVP and Chief Revenue & Technology Officer Drew Pinto leads digital and IT strategy, Global CIO Naveen Manga leads IT
- Platform
- Microsoft Copilot plus in-house systems
- Copilot for staff (nearly every employee per Skift, hotel associates unclear); a model-agnostic AI chassis in build (May 2026); Ask Bonvoy on proprietary AI architecture
- Models
- Model-agnostic; not disclosed
- Microsoft Copilot for staff; the RENAI concierge pilot drew on ChatGPT (Dec 2023); Google and OpenAI are distribution partners
- Reach
- Not disclosed by Marriott
- Skift reported Copilot rolled out to nearly every employee (Jun 2026), which may not include hotel associates and is not a usage count; Ask Bonvoy beta for a subset of members from Jun 2026
- Use cases
- Sales, contact centers, events, search, front desk
- Named by Anthony Capuano (May 2026) and Naveen Manga (Jun 2025, May 2026), plus marketing, pre-arrival messages, engineering and recruiting
Key findings
Colin Coleman, Marriott International's Senior Vice President of Enterprise Data, Analytics and AI, described three tiers of AI on Jun 3, 2026: Microsoft Copilot, which Skift reported had been rolled out to nearly every employee without saying whether that includes hotel associates; low-code and no-code tools that teams build with; and larger AI systems aimed at revenue and cost savings.
Anthony Capuano said on May 6, 2026 that Marriott International is implementing a unified enterprise-wide generative AI strategy and already uses AI in a business transient sales tool, real-time call assistance in its customer engagement centers, event planning tools, marketing campaign assistance and pre-arrival guest messages; Global CIO Naveen Manga called 2026 a year for scale that month.
Marriott International began a beta of Ask Bonvoy, a conversational search grounded only in Marriott-owned property data, on Jun 16, 2026 for a subset of Marriott Bonvoy members in U.S. English across about 10,000 properties, and was one of ten launch partners when Google opened hotel booking in AI Mode on Aug 27, 2026.
Marriott International moved more than 2,000 select-service hotels in the U.S. and Canada onto its new reservations, property management and loyalty systems by Aug 2026, a replacement its 2026 proxy says will let it make better use of AI, and about 25% of its $1.25 billion to $1.35 billion of 2026 investment spending goes to that program and corporate systems.
Marriott International has reported no business return from AI as of Oct 2026, and Anthony Capuano gave no figures when an analyst asked on the May 6, 2026 call how to judge its AI work; the more than $90 million of above-property cost savings it reported for 2025 came from an enterprise-wide productivity initiative that Marriott did not credit to AI.
Where Marriott sits
- Stage
- Piloting
Marriott International sits at Piloting: Microsoft Copilot is a sanctioned assistant for staff, a handful of AI uses run in production (a business transient sales tool, contact center call assistance, event planning, marketing campaigns, pre-arrival guest messages, front desk room assignment, software engineering and recruiting), and Global CIO Naveen Manga called 2025 a year of experimentation and piloting and 2026 a year for scale. Marriott International falls short of Scaling on each test. Copilot's reach rests on Skift's report that it was rolled out to nearly every employee, which does not say whether it covers hotel associates (Marriott employs about 148,000 people and manages about 414,000 associates in all). Marriott publishes no count of AI use cases, and the ones it has named are a handful, not dozens. SVP Colin Coleman leads enterprise data, analytics and AI but has reported no results, and Anthony Capuano named measures of success but gave no figures when an analyst asked on the Q1 2026 call how to judge Marriott's AI work.
How the stages are defined - Ownership
- SVP Colin Coleman leads enterprise data, analytics and AI; EVP Drew Pinto leads digital and IT strategy
- Platform
- Hybrid: Microsoft Copilot for staff; in-house Ask Bonvoy and a model-agnostic AI chassis
- Models
- Model-agnostic by design; Microsoft Copilot for staff; Ask Bonvoy models not disclosed
- Hosting
- Not disclosed; Copilot is a Microsoft service, Skift cites a Google Cloud partnership, and personal data stays inside Marriott
- Reach
- Copilot for staff, nearly every employee per Skift (Jun 2026), hotel associates unclear; Ask Bonvoy beta for some members
How they deploy
One generative AI strategy across the enterprise
Anthony Capuano said in May 2026 that Marriott International's focus is a unified enterprise-wide generative AI strategy serving associates, guests and owners, and named regional and headquarters functions such as legal and global finance as further opportunities. Global CIO Naveen Manga said the same month that 2025 had been a year of experimentation, learning and piloting, that 2026 is a year for scale, and that Marriott runs its AI work as one portfolio across guests, associates and owners. Capuano said in Aug 2026 that Marriott is using AI across the company to deliver revenue to owners more efficiently, improve the guest experience and automate workflows for associates.
Three tiers of AI
Colin Coleman, Marriott International's Senior Vice President of Enterprise Data, Analytics and AI, told the Skift Data + AI Summit on Jun 3, 2026 that Marriott sorts its AI into three tiers: Microsoft Copilot, which Skift reported had been rolled out to nearly every employee, a figure that may not include hotel associates; low-code and no-code tools at the team level; and larger production systems aimed at revenue or cost savings. Skift reported that Marriott had moved past pilots and the build of its operating systems into a third phase of its AI rollout, and that Coleman sees rethinking the workflows underneath as the harder work.
Core systems first
Marriott International is replacing its central reservations, property management and loyalty platforms in a multi-year digital and technology transformation, which Alex Pyhan's company biography describes as a move to modern core cloud-enabled systems. Anthony Capuano said in Feb 2026 that the program had moved from development into deployment, starting with select-service hotels because they are less complex; Marriott's 1,000th hotel switched on May 5, 2026, and more than 2,000 had switched by Aug 2026. Marriott's 2026 proxy statement says the new stack will let Marriott better use AI.
A model-agnostic chassis grounded in Marriott's data
Naveen Manga said in May 2026 that Marriott International is building a horizontal protocol and model-agnostic AI chassis as the foundation for its AI use cases for guests, associates and owners, and that Marriott does not plan to expose personal data to a model outside its enterprise. Skift's Jun 2026 preview of Colin Coleman's talk said every generative AI tool inside Marriott draws on one connected layer linking customer, property and owner data. Marriott built Ask Bonvoy on what it calls proprietary AI architecture and grounds its answers only in Marriott-owned, verified property data rather than open web content (Jun 2026).
Direct bookings as AI search grows
Anthony Capuano said in Feb 2026 that AI could redefine the customer acquisition model the hotel industry has used for decades, and that Marriott International is optimizing its content for generative AI services so its hotels appear wherever travelers search. Capuano said in May 2026 that Marriott's scale, reviews and real-time rates give it a content and search advantage, and told a Bank of America investor conference on Sep 9, 2026 that distribution is where AI will have its biggest effect on the industry and that Marriott feeds Google and OpenAI as much content about its portfolio as it can. Marriott's 2025 Form 10-K warns that AI at online travel agents and new intermediaries could divert bookings and raise distribution costs.
Test with a brand, a partner or a hotel tier first
Marriott International tends to try new technology in a narrow slice before a wider launch: Renaissance Hotels piloted the RENAI concierge at three U.S. hotels in Dec 2023, Homes & Villas by Marriott Bonvoy tested a generative AI search built with Publicis Sapient in Mar 2024, the front desk room assignment tool took time to get right before its Jun 2025 deployment, Skift reported, and Ask Bonvoy started as a beta for a subset of members in Jun 2026.
- Deployment model
- Marriott International runs technology centrally under EVP and Chief Revenue & Technology Officer Drew Pinto, who leads global sales and support channels, revenue management, digital and IT strategy; Global CIO Naveen Manga leads IT strategy and platform modernization, Colin Coleman leads enterprise data, analytics and AI, and Chief Digital and Transformation Officer Alex Pyhan leads the core systems overhaul. Marriott International gives employees Microsoft Copilot, lets teams build with low-code tools, and ships larger AI systems through Marriott.com and the Marriott Bonvoy apps, its sales teams, its 19 customer engagement centers and hotel front desks; Naveen Manga said in May 2026 that engineering teams use AI across the software development life cycle. Hotel owners generally pay for centralized programs such as reservations and loyalty, so Marriott expects the overwhelming portion of its technology transformation spending to be reimbursed over time (2025 Form 10-K). The Marriott Tech Accelerator in Hyderabad, Marriott's first global capability center, was announced in Oct 2024 to add engineering capacity, next-generation solutions and security capabilities.
- Model providers
- Marriott International describes its AI chassis as model-agnostic (Naveen Manga, May 2026) and has not named the models behind Ask Bonvoy, which it says runs on proprietary AI architecture (Jun 2026), or behind its sales, contact center, marketing and room assignment tools. Marriott International employees use Microsoft Copilot, which Skift reported in Jun 2026 had been rolled out to nearly every employee, a figure that may not include hotel associates. RENAI by Renaissance, piloted at three U.S. hotels from Dec 2023, drew on ChatGPT and open sources to build a directory of local recommendations vetted by hotel staff, and the Homes & Villas by Marriott Bonvoy generative AI search was developed with Publicis Sapient (Mar 2024). Marriott International's work with Google on AI Mode hotel booking (since Nov 2025) and with OpenAI on its ad pilot program are distribution arrangements; Marriott has not said either company supplies the models in its own tools.
- Data and infrastructure
- Marriott International is moving its central reservations, property management and loyalty systems to modern core cloud-enabled systems: Amadeus agreed in Nov 2021 to deploy its cloud-based Amadeus Central Reservations System, which it said would ultimately replace Marriott's proprietary reservations system, and Agilysys agreed in Dec 2022 to deploy its cloud-native property management system across Marriott's luxury, premium and select-service hotels in the U.S. and Canada. Marriott has not named the clouds under those systems or its loyalty platform vendor. Skift's Jun 2026 preview of Colin Coleman's talk said every generative AI tool inside Marriott draws on one connected layer of customer, property and owner data and referred to a Google Cloud partnership, which Marriott has not described. Naveen Manga said in May 2026 that Marriott does not plan to expose personal data to a model outside its enterprise, and his company biography credits him with a patent-pending composable technology architecture. Ask Bonvoy answers only from Marriott-owned, verified property data, and Marriott Media, the media network Marriott launched in Jun 2025, uses first-party data with 200+ targetable attributes on a consent basis. Marriott's 2025 Form 10-K says greater reliance on cloud services and use of AI increase its exposure to cybersecurity incidents.
Platforms and internal tools
Microsoft CopilotBy Jun 2026
Microsoft Copilot is the general AI assistant Marriott International gives its employees and the first of the three tiers Colin Coleman described at the Skift Data + AI Summit on Jun 3, 2026; Skift reported that Copilot had been rolled out to nearly every employee. Marriott has not said when the rollout began, whether it includes hotel associates, or how many employees use it.
- Users
- Nearly every employee, per Skift (Jun 2026); hotel associates unclear
- Models
- Microsoft Copilot
Model-agnostic AI chassisIn build (May 2026)
Naveen Manga said in May 2026 that Marriott International is building a horizontal protocol and model-agnostic AI chassis as the foundation for its AI use cases for guests, associates and owners, with guardrails that keep personal data from models outside Marriott's enterprise. Marriott has not named the chassis, its vendors or where it runs.
- Models
- Model-agnostic by design
Ask BonvoyJun 2026 (beta, phased rollout)
Ask Bonvoy is Marriott International's conversational, natural-language search on Marriott.com and the iOS and Android Marriott Bonvoy apps: it interprets a query, identifies the guest's trip purpose and returns curated properties and amenities such as dining, spa and golf from Marriott-owned, verified property data, then hands off to Marriott's existing booking flow. Marriott plans to add loyalty points-based searches over time and to release Ask Bonvoy globally later in 2026.
- Users
- A subset of Marriott Bonvoy members and new sign-ups, in U.S. English at launch (Jun 2026)
- Models
- Not disclosed; Marriott calls the architecture proprietary
Associate AI tools in sales and serviceBy May 2026
Anthony Capuano named the AI tools Marriott International's associates already use: a business transient sales tool for sales teams, real-time call assistance and AI desktop assistance in the customer engagement centers, event planning intelligence tools, marketing campaign assistance and AI for pre-arrival guest communications. Marriott has not named the tools' vendors, models or users.
Homes & Villas AI searchMar 2024
Homes & Villas by Marriott Bonvoy added a generative AI search that lets travelers describe a trip in natural language and returns matching destinations and rentals from more than 140,000 homes, with weather and things to do. Marriott International tested it as part of its broader technology transformation, developed it with Publicis Sapient, and in Jun 2026 described the 2024 natural-language search as launched.
- Models
- Not disclosed; built with Publicis Sapient
RENAI by RenaissanceDec 2023 (pilot)
RENAI by Renaissance is a virtual concierge, reached by text message or WhatsApp, that combines recommendations from Renaissance Hotels' Navigator staff with a directory built using ChatGPT and open sources and vetted by those Navigators. Renaissance piloted RENAI at three U.S. hotels and planned more than 20 properties globally by Mar 2024; Marriott International has not reported its status since.
- Models
- ChatGPT, with human-vetted picks
Olivia recruiting assistant
Marriott International's careers site offers Olivia, a recruiting assistant that helps job seekers search openings, answers questions and guides them through applications. The careers site runs on Paradox, which describes Olivia as its AI assistant for hiring.
- Models
- Paradox
New core reservations, property management and loyalty systemsDeployment from early 2026
Marriott International's multi-year digital and technology transformation replaces its central reservations, property management and loyalty platforms with a new cloud-enabled ecosystem, which Marriott says will add digital retail capabilities for hotels and let it make better use of AI. Chief Digital and Transformation Officer Alex Pyhan leads the program, Amadeus (reservations, agreed Nov 2021) and Agilysys (property management in the U.S. and Canada, agreed Dec 2022) are the named vendors, and Marriott's board technology committee oversees it.
- Users
- 2,000+ select-service hotels in the U.S. and Canada (Aug 2026)
Vendors and partners
MicrosoftBy Jun 2026
Microsoft Copilot, the AI assistant for employees · Skift reported after a talk by Colin Coleman that Microsoft Copilot had been rolled out to nearly every Marriott International employee (Jun 2026), a figure that may not include hotel associates.
GoogleNov 2025
Partner on hotel search and booking inside Google's AI Mode · Anthony Capuano said in Feb 2026 that Marriott International began working with Google in Nov 2025 on a property search experience in which users describe what they want, compare hotels and complete the booking through AI Mode; Marriott was one of ten partners when Google launched hotel booking in AI Mode for English-speaking U.S. users on Aug 27, 2026. Skift referred to a Marriott Google Cloud partnership in Jun 2026 that Marriott has not described.
OpenAIDec 2023
Ad pilot program participant; ChatGPT behind the RENAI pilot · RENAI by Renaissance drew on ChatGPT in Dec 2023, and Anthony Capuano said in May 2026 that Marriott International is one of the first travel participants in OpenAI's ad pilot program.
Publicis SapientMar 2024
Co-developer of the Homes & Villas by Marriott Bonvoy AI search
Paradox
Runs Marriott's careers site and its Olivia recruiting assistant · Marriott International's careers site loads from Paradox's platform and offers Olivia for job search, questions and applications (checked Nov 1, 2026).
AmadeusNov 2021
Cloud-based central reservations system · Amadeus announced on Nov 18, 2021 an agreement to deploy the Amadeus Central Reservations System, which it said would ultimately replace Marriott International's proprietary reservations system; Drew Pinto discussed the transition to Amadeus at Skift's Jun 2024 summit.
AgilysysDec 2022
Cloud-native property management system for U.S. and Canada hotels · Agilysys announced on Dec 15, 2022 an agreement to deploy its property management system across Marriott International's luxury, premium and select-service hotels in the U.S. and Canada over the coming years, replacing several proprietary systems.
ANSROct 2024
Supports the Marriott Tech Accelerator in Hyderabad
Leadership
AI, data and platform leaders
Executives
Board
AI org map
Central technology under the Chief Revenue & Technology Officer, an enterprise data, analytics and AI team, and AI put to work in sales, contact centers, front desks and digital channels
Marriott International has no chief AI officer; Colin Coleman, Senior Vice President of Enterprise Data, Analytics and AI, is its senior data and AI executive. Drew Pinto, an executive officer since Feb 2023, leads global sales and support channels, revenue management, digital and IT strategy; Global CIO Naveen Manga leads IT strategy and platform modernization, and Chief Digital and Transformation Officer Alex Pyhan leads the multi-year systems overhaul. Chief Customer Officer Peggy Roe owns consumer strategy, loyalty and Marriott Media, and a board committee chaired by Margaret McCarthy oversees technology, the transformation and AI strategy.
Marriott International does not disclose how many people work on AI, data or technology. Technology sits in Drew Pinto's revenue and technology organization, which also covers global sales and revenue management, with Naveen Manga leading IT, Colin Coleman leading enterprise data, analytics and AI, and Alex Pyhan leading the core systems overhaul. Marriott announced its first global capability center, the Marriott Tech Accelerator in Hyderabad, in Oct 2024 as an expansion of its global technology team supporting infrastructure, engineering capacity, next-generation solutions and security, with ANSR's support. Marriott's 19 customer engagement centers, where AI call assistance is rolling out, have more than 6,000 associates, according to Frid Edmond's company biography.
Reporting lines
President and CEO
Revenue and Technology
Drew Pinto, EVP and Chief Revenue & Technology Officer
Global sales and support channels, revenue management, digital and IT strategy; executive officer in the 2025 Form 10-K, line to the CEO inferred
Global Information Technology
Naveen Manga, Global CIO
IT strategy, platform modernization and the Marriott Tech Accelerator; line to Drew Pinto inferred from remits, not published
Global Information Security
Daniel Dubowski, SVP and CISO
Appointed Aug 2026 after the previous CISO left in Feb 2026; reports to Global CIO Naveen Manga (Hotel Dive)
Enterprise Data, Analytics and AI
Colin Coleman, SVP
Copilot, team tools and production AI systems; reporting line not published, placed under Drew Pinto's digital and IT remit by inference
Digital and Technology Transformation
Alex Pyhan, Chief Digital and Transformation Officer
New cloud-enabled reservations, property management and loyalty systems; line to Drew Pinto inferred, not published
Customer Engagement Centers
Frid Edmond, SVP
19 centers and more than 6,000 associates; line inferred from Drew Pinto's remit over sales and support channels
Customer, Loyalty and Marriott Media
Peggy Roe, EVP and Chief Customer Officer
Executive officer in the 2025 Form 10-K, line to the CEO inferred
Marketing, Data Activation and Personalization
Chris Norton, SVP
Also General Manager of Marriott Media (Jun 2025); reporting line inferred
Finance
Jennifer Mason, EVP and CFO
Technology and Information Security Oversight Committee
Margaret McCarthy, Chair
Board committee; met four times in 2025
Marriott International does not publish an org chart. The 2025 Form 10-K lists Drew Pinto and Peggy Roe as executive officers and says an interim information security leader would report to the Global Chief Information Officer after the CISO left in late Feb 2026; Hotel Dive reported in Aug 2026 that the new CISO, Daniel Dubowski, reports to Naveen Manga. The lines from Naveen Manga, Colin Coleman, Alex Pyhan and Frid Edmond to Drew Pinto are inferred from their remits. The 10-K also says management committees that include direct reports of the CEO set policy for, and govern, the information security, data privacy and AI programs.
Named people
Use cases
Marriott International has not published a count of its AI use cases; Anthony Capuano named AI in sales, contact center call assistance, event planning, marketing campaigns and pre-arrival guest messages in May 2026, Naveen Manga described AI in front desk room assignment (Jun 2025) and software engineering (May 2026), and Marriott runs the Ask Bonvoy search beta, natural-language search on Homes & Villas by Marriott Bonvoy and a recruiting assistant on its careers site. Marriott International reports no business return for any AI use case and no firm-level return from AI; Capuano said sales AI will be judged on conversion rates and hotel revenue.
| Use case | Area | Status | ROI |
|---|---|---|---|
| Ask Bonvoy conversational search Ask Bonvoy lets Marriott Bonvoy members search for stays by trip purpose, place and amenities in plain language on Marriott.com and the Bonvoy apps, answering only from Marriott-owned property data and handing off to the existing booking flow; Marriott began a beta in Jun 2026 and called it a phased rollout in Aug 2026. | Digital channels | Pilot | |
| Business transient sales tool Marriott's sales teams use an AI tool for business transient sales, one of the tools Anthony Capuano named in May 2026; Capuano said success will be measured by conversion rates and the direct effect on hotel revenue. | Sales | In production | |
| Real-time call and desktop assistance Marriott is rolling out AI desktop assistance and real-time call assistance to agents in its customer engagement centers, which handle reservations, customer care and elite member support. | Customer engagement centers | In production | |
| Front desk room assignment Marriott is deploying an AI tool that automates guest room assignment at the front desk, which Naveen Manga said replaces hours of manual work (Skift, Jun 2025); Manga said in May 2026 that Marriott is evaluating more AI tools for front desk associates. | Hotel operations | In production | |
| Event planning intelligence and group proposals Marriott's teams use event planning intelligence tools, and Anthony Capuano said in May 2026 that the new platforms and AI will have their most notable effect on the generation of group requests for proposals (RFPs). | Groups and events | In production | |
| Marketing campaign assistance Marriott uses AI to assist with marketing campaigns, Anthony Capuano said in May 2026, without describing the tool. | Marketing | In production | |
| Pre-arrival guest messages Marriott uses AI for communications sent to guests before arrival (May 2026). | Guest communications | In production | |
| AI in software engineering Marriott's engineering teams use AI across the software development life cycle, Naveen Manga said in May 2026. | Technology | In production | |
| Owner insight platforms Naveen Manga said in May 2026 that Marriott is building platforms that give hotel owners faster insight into hotel operations, as part of its AI work for owners; Marriott has not described the tools. | Owner services | Announced | |
| Generative AI rental search Homes & Villas by Marriott Bonvoy lets travelers describe the vacation they want, with or without a destination, and suggests destinations and specific homes from more than 140,000 rentals, with weather and local activities. | Homes & Villas by Marriott Bonvoy | In production | |
| RENAI virtual concierge RENAI answers guests' requests for local bars, restaurants and attractions by text message or WhatsApp, mixing Navigator staff picks with a ChatGPT-assisted directory those staff vet; Marriott has not reported its status after the 2023 pilot. | Renaissance Hotels | Pilot | |
| Olivia recruiting assistant Olivia, Paradox's AI assistant on Marriott's careers site, helps candidates search jobs, answers their questions and guides them through applications. | Human resources | In production | |
| Hotel booking in Google's AI Mode Marriott has worked with Google since Nov 2025 on hotel booking inside Google's AI Mode, where travelers describe what they want, compare hotels and book; Google launched the feature for English-speaking U.S. users on Aug 27, 2026 with Marriott among ten partners, each acting as merchant of record. | Distribution | In production | |
| Content for AI search and OpenAI's ad pilot Marriott optimizes its hotel content for generative AI services and is one of the first travel participants in OpenAI's ad pilot program. | Distribution | Pilot | |
| AI in legal and global finance Anthony Capuano named regional and headquarters functions such as legal and global finance as areas with a real opportunity for AI in May 2026, without describing tools. | Corporate functions | Announced | |
| AI in restaurant and bar operations Marriott's Future of Food 2027 report, drawing on its properties in Asia Pacific excluding China, says AI supports menu development, marketing, staffing and guest insights, and that all the restaurants and bars surveyed in Thailand use AI in their operations; the report names no tools. | Food and beverage (Asia Pacific) | In production |
Adoption
Skift reported in Jun 2026, after a talk by Colin Coleman, SVP of Enterprise Data, Analytics and AI, that Microsoft Copilot had been rolled out to nearly every Marriott International employee; Marriott has not said whether that includes hotel associates (it employs about 148,000 people and manages about 414,000 associates in all) or how many employees use it, and publishes no count of its AI use cases. Marriott's AI moved from brand pilots to its main channels and associate tools: RENAI at three Renaissance hotels in Dec 2023, natural-language search across more than 140,000 Homes & Villas rentals in 2024, a front desk room assignment tool from Jun 2025, AI tools for sales, contact centers, event planning and marketing by May 2026, and Ask Bonvoy on Marriott.com and the Marriott Bonvoy apps from Jun 2026, with a global release planned for later in 2026. Naveen Manga called 2025 a year of experimentation and piloting and 2026 a year for scale. Marriott International's new core systems, which it says will let it use AI better, reached its 1,000th hotel on May 5, 2026 and more than 2,000 select-service hotels by Aug 2026. Marriott's 2025 Form 10-K warns that associates could use AI improperly while doing their jobs.
By the numbers
Rollout, first pilot to today
Feb 2023
Marriott International named Drew Pinto EVP and Chief Revenue & Technology Officer, combining global sales, revenue management, digital and IT strategy under one executive.
Aug 2023
CFO Leeny Oberg told CNBC that Marriott International was overhauling its digital commerce systems and discussed how AI can improve the travel journey.
Dec 2023
Renaissance Hotels began piloting RENAI, an AI virtual concierge drawing on ChatGPT and staff-vetted picks, at three U.S. hotels, with more than 20 properties planned by Mar 2024.
Mar 2024
Homes & Villas by Marriott Bonvoy began testing a generative AI search, built with Publicis Sapient, across more than 140,000 rental homes.
Jun 2024
Drew Pinto told Skift's Data + AI Summit that Marriott International's digital transformation was its biggest tech overhaul, and discussed the costs of scaling AI and automating front desk tasks.
Oct 2024
Marriott International announced the Marriott Tech Accelerator in Hyderabad, its first global capability center, expected to open in early 2025.
Jun 2025
Marriott International was deploying an AI tool that automates front desk room assignment, which Naveen Manga, then Global CTO, described at Skift's Data + AI Summit.
Nov 2025
Marriott International began working with Google to design a property search experience that lets travelers book hotels through Google's AI Mode.
Feb 2026
Anthony Capuano said Marriott International's new reservations, property and loyalty systems had moved into deployment at test select-service hotels, and that natural-language search would start on Marriott.com and the Bonvoy app in the first half of 2026.
May 2026
Marriott International moved its 1,000th hotel onto the new technology ecosystem, Anthony Capuano listed AI tools in use for sales, contact center call assistance, event planning, marketing and pre-arrival messages, and Naveen Manga called 2026 a year for scale.
Jun 2026
Skift reported after Colin Coleman's talk at its Data + AI Summit that Microsoft Copilot had been rolled out to nearly every Marriott International employee, without saying whether that covers hotel associates, and that Marriott's AI rollout had moved past pilots into a third phase.
Jun 2026
Marriott International began a beta of Ask Bonvoy, a conversational AI search across about 10,000 properties, for a subset of Marriott Bonvoy members in U.S. English.
Aug 2026
Jennifer Mason said more than 2,000 select-service hotels in the U.S. and Canada had moved to Marriott International's new core systems, still the early phases of deployment.
Aug 2026
Google launched hotel booking in AI Mode for English-speaking U.S. users with Marriott International among its ten launch partners.
Economics & controls
Spend and ROI
Technology budget
Marriott International does not disclose a technology budget or an AI budget. Marriott expects $1.25 billion to $1.35 billion of 2026 investment spending, about 25% of it on the digital tech transformation and corporate systems (Jennifer Mason, Aug 2026), after guiding in Feb 2026 to $1.0 billion to $1.1 billion with 35% to 40% in that bucket. Marriott's capital and technology expenditures were $604 million in 2025 and $750 million in 2024, the 2024 figure including about $200 million for the Sheraton Grand Chicago (2025 Form 10-K), and Mason said in Aug 2026 that transformation spending will fall over time while technology investment continues.
Who pays for the systems
Marriott International expects the overwhelming portion of its technology transformation spending to be reimbursed over time (Aug 2026 Form 10-Q). Hotel owners generally pay for Marriott's centralized programs and services, such as reservations, loyalty and marketing, which Marriott says are not designed to affect its own economics over the long term (2025 Form 10-K).
Reported ROI
Marriott International has not reported a business return from AI for any use case or for the company as a whole as of Oct 2026. Skift reported after Colin Coleman's Jun 2026 talk that Marriott's larger AI systems were starting to deliver revenue and cost savings, and Anthony Capuano said in May 2026 that Marriott will measure its sales AI by conversion rates and the direct effect on hotel revenue and that some AI distribution pilots should bring favorable costs for owners, all without figures. Leeny Oberg credited the more than $90 million of above-property cost savings in 2025 to an enterprise-wide initiative to enhance productivity and did not attribute them to AI.
Headcount
Marriott International managed the employment of about 414,000 associates at year-end 2025, including about 148,000 employed by Marriott and about 115,000 Marriott employees in the U.S. Marriott's general and administrative expenses fell 8% to $870 million in 2025, mainly on $39 million lower compensation costs, and restructuring charges for employee termination benefits were $34 million lower than in 2024; Marriott has not tied either change to AI.
Governance and risk
Management committees
Marriott International's 2025 Form 10-K says management committees that include senior leaders and direct reports of the CEO set policy for and govern its information security, data privacy and AI programs, oversee its AI risk management strategy, and escalate AI issues that arise in the business.
Board oversight
Marriott International's Technology and Information Security Oversight Committee, chaired by Margaret McCarthy, met four times in 2025. The committee reviews how Marriott monitors and may use AI, large language models, machine learning and quantum computing, oversaw the multi-year digital and technology transformation, and discussed Marriott's strategies and policies on AI (2026 proxy statement).
Data boundaries and grounding
Naveen Manga said in May 2026 that Marriott International does not plan to expose personal data to a model outside its enterprise and builds guardrails into its AI search conversations. Marriott grounds Ask Bonvoy only in Marriott-owned, verified property data rather than open web content (Jun 2026), and RENAI's recommendations were vetted by Renaissance staff (Dec 2023). Marriott Media uses first-party data on a consent basis with opt-outs for guests, Marriott said at its Jun 2025 launch.
People and decision rights
Skift's Jun 2026 preview of Colin Coleman's talk said Marriott International pairs its AI build with AI literacy programs for on-property associates and decision-rights frameworks that set what AI can and cannot act on alone, under Coleman's principle that AI should free associates from repetitive tasks for time with guests.
Disclosed risks
Marriott International's 2025 Form 10-K lists AI risks including inaccurate, misleading or biased output, improper use by associates, fast-changing AI regulation, greater cyber exposure from AI and cloud services, and AI at travel intermediaries diverting bookings and raising distribution costs.
Security leadership and past breach
Marriott International said in its 2025 Form 10-K that its CISO would leave in late Feb 2026, and appointed Daniel Dubowski, previously CISO at Hertz, as Senior Vice President and CISO in Aug 2026, reporting to Global CIO Naveen Manga (Hotel Dive). Marriott settled the FTC and 49 state attorneys general investigations into the 2018 Starwood reservations database incident in Oct 2024, agreeing to pay $52 million to the states and to keep enhancing its privacy and security programs.
Recent signals
Oct 6, 2026
Marriott International's Future of Food 2027 report for Asia Pacific excluding China said AI supports menu development, marketing, staffing and guest insights, and that all the restaurants and bars surveyed in Thailand use AI in their operations.
Sep 29, 2026
A Marriott International News Center story said Marriott's pop-up at the Tales of the Cocktail festival in New Orleans featured AI-powered beverage recommendations.
Sep 9, 2026
Anthony Capuano told a Bank of America investor conference that distribution is where AI will have its biggest effect on the hotel industry, and that Marriott International feeds Google and OpenAI as much content about its portfolio as it can.
Aug 27, 2026
Google launched hotel booking inside AI Mode for English-speaking U.S. users with ten partners, including Marriott International, each acting as merchant of record.
Aug 19, 2026
Marriott International confirmed Daniel Dubowski, formerly CISO at Hertz, as Senior Vice President and CISO reporting to Global CIO Naveen Manga, as it deploys AI across its technology transformation.
Aug 3, 2026
Anthony Capuano said Marriott International is using AI across the enterprise to automate associate workflows and called Ask Bonvoy a phased rollout, while Jennifer Mason said more than 2,000 hotels had moved to the new core systems and about 25% of 2026 investment spending goes to that program and corporate systems.
Jun 16, 2026
Marriott International began a beta of Ask Bonvoy, a conversational AI search grounded in its own property data, for a subset of members in U.S. English, and named Google and OpenAI as partners on AI travel search and advertising.
Jun 3, 2026
Colin Coleman, Marriott International's SVP of Enterprise Data, Analytics and AI, described three tiers of AI at the Skift Data + AI Summit; Skift reported that Microsoft Copilot had been rolled out to nearly every employee, without saying whether that covers hotel associates, and that Marriott's AI rollout had moved past pilots into a third phase.
May 6, 2026
Anthony Capuano described a unified enterprise-wide generative AI strategy at Marriott International, listed AI tools in sales, contact centers, event planning and marketing, and said the 1,000th hotel had moved to the new technology ecosystem.
May 2026
Global CIO Naveen Manga told a CIO Dive event that Marriott International is building a model-agnostic AI chassis for guests, associates and owners, uses AI across software engineering, and treats 2026 as a year for scale.
Mar 27, 2026
Marriott International's 2026 proxy statement said its multi-year technology transformation is well underway and will let Marriott better use AI, and that the board's technology committee discussed Marriott's AI strategies and policies in 2025.
Feb 10, 2026
Anthony Capuano said AI could redefine how the hotel industry acquires customers, that Marriott International has worked with Google on AI Mode hotel booking since Nov 2025 and joined OpenAI's ad pilot, and that the new core systems had moved into deployment.
Feb 10, 2026
Marriott International's 2025 Form 10-K disclosed AI governance by management committees, risk language on AI at travel intermediaries, and the departure of its CISO in late Feb 2026.
Quick answers
- How does Marriott International deploy AI?
- Marriott International sorts its AI into three tiers, Colin Coleman, SVP of Enterprise Data, Analytics and AI, said in Jun 2026: Microsoft Copilot, which Skift reported had been rolled out to nearly every employee, possibly excluding hotel associates; low-code tools for teams; and larger systems such as sales and contact center AI and the Ask Bonvoy search beta. Marriott has named a handful of AI uses in production, is moving hotels onto new core systems, 2,000+ by Aug 2026, and has reported no financial return from AI.
- What does Marriott International use AI for?
- Marriott International has not published a count of its AI use cases; Anthony Capuano named AI in sales, contact center call assistance, event planning, marketing campaigns and pre-arrival guest messages in May 2026, Naveen Manga described AI in front desk room assignment (Jun 2025) and software engineering (May 2026), and Marriott runs the Ask Bonvoy search beta, natural-language search on Homes & Villas by Marriott Bonvoy and a recruiting assistant on its careers site. Marriott International reports no business return for any AI use case and no firm-level return from AI; Capuano said sales AI will be judged on conversion rates and hotel revenue.
- Who leads AI at Marriott International?
- AI at Marriott International is led by Drew Pinto (Executive Vice President and Chief Revenue & Technology Officer); Naveen Manga (Global Chief Information Officer); Colin Coleman (Senior Vice President, Enterprise Data, Analytics and AI). Ownership of AI on the org chart: SVP Colin Coleman leads enterprise data, analytics and AI; EVP Drew Pinto leads digital and IT strategy.
- What AI platform does Marriott International use?
- Marriott International runs Microsoft Copilot for employees, low-code tools for teams and its own production systems, Colin Coleman said in Jun 2026, and Skift reported that Copilot had been rolled out to nearly every employee, which may not include hotel associates; Global CIO Naveen Manga said in May 2026 that Marriott is building a model-agnostic AI chassis for guests, associates and owners, and Ask Bonvoy runs on what Marriott calls proprietary AI architecture.
- Which AI models does Marriott International use?
- Marriott International calls its AI chassis model-agnostic and has not named the models behind Ask Bonvoy or its sales and contact center tools; employees use Microsoft Copilot (Jun 2026), the RENAI concierge pilot drew on ChatGPT (Dec 2023), and Google and OpenAI are distribution partners.
- How many Marriott employees use AI?
- Marriott International has not published how many employees can use Microsoft Copilot or how many do; Skift reported in Jun 2026, after a talk by Colin Coleman, that Copilot had been rolled out to nearly every employee, without saying whether that covers hotel associates (Marriott employs about 148,000 people and manages about 414,000 associates in all). Ask Bonvoy reached a subset of Marriott Bonvoy members in U.S. English from Jun 2026.
- How far has AI spread at Marriott International?
- Marriott International sits at Piloting: Microsoft Copilot is a sanctioned assistant for staff, a handful of AI uses run in production (a business transient sales tool, contact center call assistance, event planning, marketing campaigns, pre-arrival guest messages, front desk room assignment, software engineering and recruiting), and Global CIO Naveen Manga called 2025 a year of experimentation and piloting and 2026 a year for scale. Marriott International falls short of Scaling on each test. Copilot's reach rests on Skift's report that it was rolled out to nearly every employee, which does not say whether it covers hotel associates (Marriott employs about 148,000 people and manages about 414,000 associates in all). Marriott publishes no count of AI use cases, and the ones it has named are a handful, not dozens. SVP Colin Coleman leads enterprise data, analytics and AI but has reported no results, and Anthony Capuano named measures of success but gave no figures when an analyst asked on the Q1 2026 call how to judge Marriott's AI work.
Open questions
- Which models and clouds run Ask Bonvoy, the model-agnostic AI chassis and Marriott International's associate AI tools, and what does the Google Cloud partnership Skift referred to cover?
- Does the Microsoft Copilot rollout Skift reported reach Marriott International's hotel associates as well as corporate staff, and how many employees use it each week?
- How many AI use cases does Marriott International run in production beyond the handful its executives have named?
- Whom does Colin Coleman report to, and which revenue and cost results are Marriott International's larger AI systems producing?
- Has the global release of Ask Bonvoy planned for later in 2026 begun, how many members use it, and what has it done to conversion on Marriott's own channels?
- What conversion and hotel revenue results have Marriott International's sales AI tools produced, given that Anthony Capuano named those as the measures of success?
- How many of Marriott International's 19 customer engagement centers and more than 6,000 agents use AI call assistance, and what has it done to handling time or cost?
- How many hotels use Marriott International's front desk room assignment tool, and what has it saved in staff time or cost?
- Which vendor runs Marriott International's new loyalty platform, how far have the Amadeus reservations and Agilysys property systems spread, and when will full-service and luxury hotels move over?
- What do the Google AI Mode and OpenAI ad pilot arrangements cost Marriott International compared with online travel agents, and will Marriott let outside AI agents book rooms directly?
- What happened to RENAI by Renaissance after its pilot, given the plan to reach more than 20 properties by Mar 2024?
- How many people work at the Marriott Tech Accelerator in Hyderabad and in Marriott International's data, analytics and AI team?
Sources
Marriott International
- Ask Bonvoy launch (Jun 16, 2026)
- Homes & Villas by Marriott Bonvoy generative AI search (Mar 21, 2024)
- RENAI by Renaissance pilot (Dec 6, 2023)
- Marriott Tech Accelerator in Hyderabad (Oct 2024)
- Marriott Media launch (Jun 12, 2025)
- Second quarter 2026 results (Aug 3, 2026)
- Fourth quarter and full year 2025 results (Feb 10, 2026)
- Future of Food 2027, Asia Pacific excluding China (Oct 6, 2026)
- Tales of the Cocktail story (Sep 29, 2026)
- Resolution of the Starwood database incident investigations (Oct 9, 2024)
- Drew Pinto, Chief Revenue & Technology Officer, biography
- Naveen Manga, Global CIO, biography
- Alex Pyhan, Chief Digital and Transformation Officer, biography
- Frid Edmond, SVP Customer Engagement Centers, biography
- Media mention: Drew Pinto at the Skift Data + AI Summit (Jun 4, 2024)
- Media mention: Drew Pinto on the Forbes CIO Next 2024 list
- Media mention: Leeny Oberg on CNBC (Aug 1, 2023)
- Marriott careers site with the Olivia recruiting assistant (checked Nov 1, 2026)
Filings and earnings calls
- Marriott International 2025 Form 10-K (filed Feb 10, 2026)
- Marriott International Form 10-Q for Q2 2026 (filed Aug 3, 2026)
- Marriott International 2026 proxy statement (Mar 27, 2026)
- Form 8-K exhibit: Leeny Oberg to retire, Jennifer Mason named CFO (Jul 14, 2025)
- Q2 2026 earnings call transcript, The Motley Fool (Aug 3, 2026)
- Q1 2026 earnings call transcript, The Motley Fool (May 6, 2026)
- Q4 2025 earnings call transcript, The Motley Fool (Feb 10, 2026)
Partners
News
- Skift: Marriott CEO says AI will hit hotel distribution first (Sep 9, 2026)
- Hotel Dive: Google introduces hotel booking in AI Mode (Sep 1, 2026)
- Skift: Google's agentic hotel booking tool comes to AI Mode (Aug 27, 2026)
- Hotel Dive: Marriott appoints a chief information security officer (Aug 19, 2026)
- Skift: Marriott's AI rollout, from pilots to points on the board (Jun 3, 2026)
- Skift: the data architecture gap in hotel AI procurement, Colin Coleman preview (Jun 1, 2026)
- Hotel Dive: Marriott CIO talks enterprisewide AI deployment strategy (May 18, 2026)
- One Mile at a Time: Marriott front desk AI tool assigns rooms (Jul 14, 2025)
- Skift: Marriott is deploying a front desk AI tool (Jun 4, 2025)
- Skift: Marriott's not selling just rooms anymore, inside its bet on AI (Jun 4, 2024)
Data confidence
- Confirmed
- Stated in a primary or reputable public source.
- Estimated
- Derived or approximated from public reporting.
- Unconfirmed
- Reported, but not yet corroborated.
Marriott International profile · Enterprise AI diffusion report by Imagine · facts checked against their sources on Nov 1, 2026
