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“At its best, AI helps travelers get to the right hotel faster, not just the cheapest or most promoted one,” says Mike Heck, vice president of supplier solutions at Fox World Travel. “The human expertise behind the technology is still critical, especially when travelers or programs fall outside the norm.”
AI serves both travelers and agents at Fox, Heck explains, helping reduce decision fatigue, improve servicing speed and ensure bookings align with corporate expectations while preserving high-touch support.
AI’s impact is perhaps most visible at the very start of the traveler journey. Chad Fletcher, senior vice president of worldwide sales for BWH Hotels, notes AI is making the search process more targeted and efficient. Instead of scrolling through pages of options, corporate travelers can now find hotels based on very specific needs, including proximity to a meeting location, strong WiFi, flexible check-in or loyalty benefits.
“We’re also seeing the rise of AI-powered trip planning tools that help travelers move from inspiration to booking much faster,” Fletcher says. “For example, through a recent partnership with Tripadvisor, we launched an AI-powered ‘Go for the Goal’ experience that builds multi-city itineraries and recommends hotels based on traveler preferences, which is a good illustration of how these tools are simplifying what used to be a very manual process.”
