With artificial intelligence set to play a larger role in travel planning, IHG Hotels & Resorts is making significant investments in technology to secure leading positions in AI-powered travel recommendations, while reaffirming that building direct connections with guests continues to be at the heart of its strategy.
Preparing Hotel Content for AI Discovery
The growing reliance on AI assistants to choose accommodations has prompted IHG to revamp its digital content strategy. Heather Balsley, Chief Commercial & Marketing Officer at IHG, pointed out that AI models select properties based on their ability to process structured content. To address this, the company is transforming the way information about its hotels is organized and distributed.
IHG will introduce a platform for structured, machine-readable content later in 2024, enhancing the visibility of its hotels in AI selection tools and across various online platforms. This upgrade is intended to provide greater flexibility in how property details are created, shared, and customized for different traveler segments, ensuring guests more easily find hotels that fit their business, leisure, or mixed travel needs.
Balsley noted travelers are asking AI tools more specific and personal questions when making hotel choices. For IHG, this means property content must become richer, more accurate, and highly relevant, clearly showcasing each hotel’s distinct features.
Delivering Value for Both Guests and Owners
As travelers increasingly use booking platforms, apps, and now AI-powered tools to explore hotel options, IHG’s focus remains on benefitting both its guests and property owners. Balsley described her approach as checking whether an initiative both enhances guest experience and adds value for owners. While embracing new technological solutions, she emphasized that the core objectives—fostering guest trust, reducing booking challenges, and promoting ongoing loyalty—remain central for IHG.
Addressing industry shifts caused by new digital channels, Balsley linked these changes to earlier disruptions, including the growth of online travel agencies and China’s super apps. Throughout these shifts, she argued that strong brands and maintaining direct guest relationships have always been crucial. IHG continues to rely on its extensive portfolio of brands and a powerful loyalty program to retain guests, regardless of where discovery begins.
“New discovery channels don’t replace direct relationships with travelers,” Balsley said, anticipating that AI-based assistants and social discovery will become even more integral to finding and booking hotels. Ultimately, however, she believes guest loyalty, tailored experiences, and consistently reliable service will keep travelers returning to IHG brands.
Facing the Future and Industry Uncertainties
Balsley brought attention to key industry concerns, such as whether adapting content for AI will provide a sustainable advantage, or simply align hotels with evolving technology platforms that could alter the rules without warning. She also addressed the ongoing debate over “disintermediation”, questioning if AI tools might eventually bypass hotels in guest interactions altogether.
Although the pace of change is rapid, Balsley is optimistic that those brands excelling at personalized experiences and fostering loyalty will continue to thrive. Still, she underlined that continual innovation is essential to keep up with travelers’ growing expectations for efficiency, customization, and simplicity.
The upcoming Skift Global Forum, held September 22–24, 2026, in New York, will include Heather Balsley and executives from Booking Holdings and Expedia Group, where they will address these evolving issues and new hospitality strategies.
By advancing its new content infrastructure and strengthening guest relationships, IHG is positioning itself to succeed amid the transformation of the travel sector by AI, combining innovation in technology with a dedication to long-term loyalty and guest satisfaction.