On November 10, Alibaba Group and Marriott International announced a strategic AI partnership aimed at advancing the application of artificial intelligence in China’s hospitality sector. The collaboration will focus on cloud infrastructure, AI innovation and digital experience to deliver personalized, high-quality travel experiences for consumers.
Under the agreement, Marriott will leverage Alibaba Cloud’s infrastructure and data products to build a solid technological foundation for the AI era, driving business growth and operational efficiency. The initial phase will center on the Chinese market, with plans to expand into broader areas of cooperation over time.
At the application level, Marriott will integrate Alibaba’s Tongyi large language models to enhance intelligent customer service and marketing. The two companies will also establish an innovation framework to support AI-driven applications and improve user experience in hotel scenarios. By 2026, the first pilot AI agent will debut on Marriott’s Fliggy flagship store, offering personalized itinerary recommendations to elevate booking efficiency and digital engagement—transforming service from “reactive response” to “proactive anticipation.”
Meanwhile, Marriott will deepen supply chain cooperation with Alibaba to strengthen the competitiveness of its official channels, ensuring consistency across pricing, benefits, and membership services on both the Fliggy Marriott flagship store and the Marriott Bonvoy App. Building on their 2017 joint venture, the two companies will continue to drive smart marketing initiatives, expand new distribution channels, and explore new growth opportunities in China’s travel market.
