IHG has become the latest major hotel group to experiment with artificial intelligence in travel search. The company announced Tuesday that it is testing AI-powered conversational search on its US website and app.

During the beta, travelers can describe a trip in everyday language — including destination, purpose, preferences and amenities — and receive tailored recommendations with interactive maps, live availability, pricing and property details.

According to Skift, IHG’s traditional search form will continue alongside the AI option throughout the test. The beta begins in the United States before expanding to other markets.

Access is being rolled out at random to US users. Anyone visiting IHG.com or using the app may encounter the feature, regardless of whether they are an IHG One Rewards member.

Hilton was the first to move in this direction, launching its AI Planner into beta on hilton.com in March. Marriott followed on June 16 with Ask Bonvoy, available in US English on Marriott.com.

IHG’s move is notable not only for the AI search itself but also for its upcoming content platform. The company plans to launch a platform designed to help ensure that each hotel’s unique qualities are visible in AI-powered search results. This could give properties a better chance of being recommended by conversational agents.

The trend reflects a broader shift in how travelers discover and book accommodations. As AI search becomes more common, hotel groups are racing to adapt their digital interfaces and content strategies.

For now, IHG’s AI search remains in beta, but the company’s investment signals confidence that natural-language queries will play a growing role in travel planning.