Question · Q4 2025
Benjamin Chaiken asked about Hyatt's vision for AI travel ranking systems, specifically whether they will operate on a traditional CPC auction model or be determined purely by search relevancy, acknowledging the early stage of development.
Answer
President and CEO Mark Hoplamazian stated that Hyatt has been building intent-based search natively into its digital channels and launched an app on ChatGPT, learning from user behavior. He noted that booking conversion rates and total revenue from native intent-based search on Hyatt.com show positive impact (higher conversions, higher revenues per booking, longer lengths of stay). He personally believes there's a more than 50/50 chance it will be attribute-based and intent-based rather than strict value, but Hyatt is prepared for both models.
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