Hilton Isn’t ‘Blocking’ New AI Agents. But They Can’t Always Get In.

Photo Credit: Hilton Arlington Rosslyn The Key Exterior. Hilton Hilton says it wants to make booking through AI agents easy. Yet one of the best-known agents couldn't get room rates from Hilton's website in spot tests this week. BTIG analyst Jake Fuller told clients in a note Friday that his research team had tested Muse, Meta's personal agent, on a wide array of hotel searches. "Hilton blocked Muse," Fuller wrote, without specifying details. A Hilton spokesperson said the company hasn't blocked Muse or any of the major agentic AI assistants. "Hilton is embracing agentic AI as a new way to connect with guests directly and is accepting bookings from various agents, including Muse," a spokesperson said. "These tools are in their early days, and our commitment is to remain at the forefront of ensuring we are visible and available where agentic commerce is happening." What the Spot Tests Found Skift's own searches via Muse hit similar speed bumps on the sites of Hilton, Marriott, and Hyatt. But the picture w