Marriott Launches AI-Powered Ask Bonvoy Beta as 1,000 Owners Demand Loyalty Changes
MAR•MAR•MAR•MAR•Marriott rolls out Ask Bonvoy beta, an AI search tool for its 10,000 properties in 146 countries, launching first to U.S. members with full global release planned this year. Nearly 1,000 franchise owners are demanding Bonvoy loyalty rule changes, indicating tensions that could weigh on revenue and owner relations.
Marriott introduced Ask Bonvoy beta as a natural language AI search tool covering its 10,000 properties in 146 countries, initially available in U.S. English on Marriott.com and mobile apps for selected Bonvoy members, with a full global rollout planned later this year.
A coalition of nearly 1,000 hotel owners has formally requested revisions to the Marriott Bonvoy loyalty program rules, citing concerns over recent changes that may disadvantage owners and strain franchise relations, potentially pressuring Marriott to negotiate adjustments to maintain owner support.
