Hilton is rolling out new AI tools to enhance guest experiences. At the Skift Data + AI Summit in New York, Chris Silcock, Hilton’s president of global brands and commercial services, detailed the strategy.
The focus isn’t on changing how travelers book rooms. Instead, Hilton aims to improve operations and guest interactions. The tools will predict guest needs and help staff recognize loyal customers better.
"We’re not a tech company, but we deploy a lot of tech, and we build a lot of tech," said Silcock. "We’re a service company. We’re a hospitality company, people serving people."
This mindset shapes Hilton’s approach to AI. Silcock emphasized that the company isn’t heavily investing in travel inspiration or search. Instead, they’re prioritizing on-the-ground hospitality enhancements.
