Hilton AI Planner is a new digital concierge in beta that uses generative AI to help travellers search, compare and book stays more intuitively on hilton.com. Robbie Hodges reports

Hilton has introduced a new AI-powered planning tool designed to simplify how travellers search for and book hotels across its global portfolio. Called the Hilton AI Planner, the feature is now in beta and available to a limited number of users on hilton.com.

The Hilton AI Planner functions as a digital concierge, using conversational technology to guide travellers through different stages of trip planning. Instead of relying on traditional filters, users can ask questions in natural language and receive tailored suggestions in real time. The tool can help with choosing destinations, comparing hotel options and exploring on-site amenities.

Hilton says the aim is to make travel planning faster and easier, while also offering more personalised recommendations. The system responds instantly to queries and presents curated results, allowing travellers to refine their plans through an ongoing back-and-forth interaction.

The launch comes as more travellers turn to AI tools to organise trips, reflecting a wider shift towards digital services that prioritise speed and simplicity. Hilton is positioning the AI Planner as part of its broader effort to modernise the guest experience through technology.

Michael Leidinger, senior vice president and chief information officer at Hilton, says: "For decades, Hilton has been at the forefront of hospitality innovation – from the award-winning Hilton Honors app to the most widely available Digital Key and the industry-first Confirmed Connecting Room. The launch of the Hilton AI Planner marks another step forward in our journey to reimagine the travel experience for Hilton guests. This is just the beginning and a preview of where we’re going, as we continue to focus on providing thoughtful, purposeful innovation that empowers travelers."

Initially, the Hilton AI Planner will be tested with a small share of website visitors before being rolled out more widely. Hilton says it will use feedback and user behaviour to refine the system over time, improving how it anticipates traveller needs and delivers recommendations.

The tool builds on a series of earlier digital innovations introduced by Hilton, including Digital Key, Connected Room and Confirmed Connecting Room. These features have focused on giving guests more control over their stay, from accessing rooms via smartphone to customising in-room settings.

With the addition of the Hilton AI Planner, the company is expanding its digital ecosystem into the planning phase of travel, not just the stay itself. The long-term goal is to create a more connected and personalised experience, where travellers can move from inspiration to booking with minimal friction.

As the system develops, Hilton expects the AI Planner to become more predictive, learning from user preferences and past behaviour to offer increasingly relevant suggestions. For now, the beta launch provides an early look at how generative AI could reshape the way people plan and book hotel stays.