Will AI Search benefit the direct online channel or the OTAs? - Hospitality Net
PushButton AI Team ·
Will AI Search benefit the direct online channel or the OTAs? - Hospitality Net
Hotels are losing bookings to OTAs right now — and most owners don't realize AI search is quietly making it worse.
If you've watched tech vendors promise the world and deliver confusion, this one's w
Hotels are losing bookings to OTAs right now — and most owners don't realize AI search is quietly making it worse.
If you've watched tech vendors promise the world and deliver confusion, this one's worth understanding. Not because it's complicated. Because it's happening to your revenue whether you act or not.
Here's the plain truth: AI search tools like ChatGPT and Google's AI Overviews are changing how travelers find and book hotels. They favor direct, trustworthy information. OTAs have entire teams optimizing for this shift already.
The good news? You don't need to overhaul anything. Hotels that win here are doing one simple thing — making sure their direct website answers the exact questions travelers ask AI tools. Think "best boutique hotel near downtown Chicago for a business trip," not just keywords.
One practical move you can do this week: write out the top five questions your best guests ask before booking. Then make sure your website answers each one clearly and directly. That's it. No new tools. No code. No consultant required.
This is the kind of low-cost, high-impact adjustment that actually moves the needle — without blowing a budget or betting on the wrong platform.
What's the biggest gap you've seen between what AI vendors promise and what actually gets results for your business?
