HLT

AI Research

AI Planner Launched + Apartment Collection Category Added → UBS Raises PT to $360

Hilton launched its AI Planner, a generative AI-powered digital concierge in beta at hilton.com on March 10, offering conversational real-time travel planning to help users choose destinations and compare properties across its global portfolio. The company also launched Apartment Collection by Hilton, a new furnished-apartment lodging category leveraging Placemakr's U.S. network to add up to 3,000 new units bookable through Hilton channels in H1 2026. UBS raised its price target to $360 from $312, while Morgan Stanley maintained Buy with a slightly reduced $303 target, as the stock at $294.27 has declined 8.7% since its last earnings report despite strong quarterly results.

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