One of the World's Largest Hotel Companies Just Built a Way to Book Rooms Through ChatGPT

IHG Hotels & Resorts has launched an app inside OpenAI's ChatGPT, making it one of the first major hotel companies to let travelers search and compare properties through the popular AI chatbot.

The app allows users to explore IHG's portfolio — which spans brands including InterContinental, Kimpton, Holiday Inn, and more than 6,000 properties worldwide — using natural language. ChatGPT will suggest hotels based on guest preferences and display availability, pricing, maps, and amenities before directing users to IHG's booking channels for reservations.

IHG said the tool is designed to complement its existing digital platforms by removing the restrictions of fixed search fields and keywords. The company also plans to add AI-powered conversational search directly to its website and rewards app.

"We're using AI to make the travel experience more seamless from planning and booking through to their stay," said Jolie Fleming, IHG's chief product and technology officer. She added that pairing AI with human hospitality helps deliver experiences that feel "personal, responsive and connected."

The move comes as the hotel industry races to adopt AI-powered guest-facing tools. Hilton launched a generative AI digital concierge in March, while Marriott has outlined plans for its own conversational search system. Research firm Phocuswright found that 56% of U.S. travelers are already using AI for trip planning, booking, or in-destination assistance.