Despite expressing a desire to simplify booking through artificial intelligence agents, Hilton’s website presented difficulties for certain AI systems, such as Meta’s Muse, in accessing room rates during recent tests.
Challenges for AI Bookings at Hilton
A recent series of tests by BTIG found that Muse struggled to retrieve room prices from Hilton’s booking system. Analyst Jake Fuller noted that during the trials, Muse faced obstacles, although he did not elaborate on the specifics of these issues.
Hilton, however, denies any deliberate blocking of Muse. A spokesperson for Hilton stated that the company is not obstructing any major AI booking tools, including Meta’s Muse. “Hilton is committed to leveraging agentic AI as a means to connect directly with guests and accepts bookings from various AI agents, including Muse,” the spokesperson emphasized. They also highlighted that the technology is still developing, and Hilton aims to be a leader in this evolving field.
Wider AI Booking Issues
Skift, conducting its own testing with Muse, encountered similar barriers not only on Hilton’s websites but also on those of other major hotel chains like Marriott and Hyatt. The challenges suggest a broader issue with AI booking processes rather than a deliberate restriction by Hilton specifically.
Reporting based on coverage first published by skift.com.