The American SetIHG Wants AI to Find the Hotel — Not Book the Room
At the Skift Global Forum, IHG's chief commercial and marketing officer, Heather Balsley, outlined a two-part approach to the rise of AI in travel planning. The company is working to make its hotels legible to the large language models travelers increasingly turn to for trip planning. At the same time, Balsley drew a clear line: those models may help a guest find a hotel, but they will not own the relationship with that guest.
With reporting from Skift.
