Dive Brief:
- Marriott expects its multiyear investment in new technology to elevate its customer experience as AI changes the way customers seek out and book hotel rooms, President and CEO Anthony Capuano said on a Q3 2026 earnings call Monday.
- AI is changing how travelers discover, plan and book travel, according to Capuano. Currently, the impact is mainly felt on the discovery leg of the journey, and Marriott is focused on populating third-party platforms with accurate and rich content.
- Technology is improving the Marriott Bonvoy loyalty program as well, Capuano said. One recent development is an in-app upgrade list that offers eligible members greater visibility into potential room upgrades prior to their arrival.
Dive Insight:
Marriott is putting AI and loyalty at the center of its technology-driven AI upgrades as it works to upgrade its experience without losing touch with its human side.
The impact of AI on travel customer journeys is still in its early stages, according to Capuano. Its effect on the experience outside of booking is evolving slowly, but the company is still taking the task of preparing for an AI-driven future seriously.
“I continue to be a firm believer that AI is going to profoundly impact virtually every industry — certainly the travel vertical,” Capuano said on the call. “As we've discussed in the past, the real challenge and opportunity for us is to take advantage of these emerging technologies without losing the human-centric approach that's guided us for nearly a century.”
Marriott is undergoing an internal customer service transformation as it grapples with this issue.
Last fall, the company announced it would lay off a portion of its customer service staff, though a source familiar with the situation told sister publication Hotel Dive that AI was not a factor in the decision. The transformation continued this September, when the hotel announced a strategic review of its Customer Engagement Centers would result in organizational changes.
Loyalty will play a role in how Marriott sharpens its experience as well. In September, the company appointed Chris Buckner as SVP of loyalty. His appointment aims to bring a fresh perspective and energy to Marriott Bonvoy.
Marriott Bonvoy grew to 309 million members in Q3 2026, according to Capuano. This is up from 260 million members in Q3 last year and 295 million members last quarter.
“Members continue to engage with us across our unmatched portfolio of brands and experiences, as well as through our numerous collaborations, including our co-branded credit cards,” Capuano said. “Marriott Bonvoy deepens our relationships with guests, drives valuable direct bookings for our owners, and is a key reason owners and developers choose to join the Marriott system.”
Marriott’s overall performance was strong for the quarter. Global revenue per available room was up 6.5% year over year in Q3 2026, and net income was $794 million, according to an earnings report.
