AI is About to Reshape Hotel distribution—Here’s How to Prepare
Artificial Intelligence is rapidly transforming the way travelers search, discover, and eventually book hotels. Until now, most AI-powered platforms could only offer estimated prices, making them useful for inspiration but not conversion. That’s about to change—and hoteliers must act now to be ready.
Real-Time Pricing Is Coming to AI Platforms
In the not-so-distant future, AI tools like ChatGPT, Gemini, and Perplexity will begin showing real-time availability, rates, and inventory (ARI)—just like OTAs and metasearch do today. When this happens, AI will stop being a curiosity and start becoming a true distribution channel.
AI will no longer simply recommend hotels. It will book them—based on live pricing and availability.
The Role of MCP and Hotel Tech Integration
A new framework called Model Context Protocol (MCP) is being developed to help AI platforms connect to external tools and data—like PMSs, RMSs, channel managers, and booking engines. This could unlock direct connections between your hotel and AI platforms.
But this is only possible if your systems are ready.
What Hotels Should Be Doing Now to Prepare
AI integration isn’t a future concept—it’s already unfolding. Here’s your action plan to stay ahead:
✅ 1. Get Metasearch-Savvy
AI platforms may rely on existing metasearch infrastructure like Google Hotels and Tripadvisor to pull in real-time prices.
What to do:
- Ensure your hotel is actively participating in Google Hotel Ads, Trivago, and Tripadvisor.
- Learn the KPIs that matter (impression share, click-through rate, conversion).
- Work with a trusted partner or metasearch agency if needed.
✅ 2. Build a Real-Time Price Feed
AI needs live pricing—not estimates.
What to do:
- Larger hotel groups should invest in building their own ARI API.
- Smaller hotels should partner with trusted PMS and CRS vendors who can offer this integration.
- Ensure your rates, availability, and restrictions are updated and accurate in real time.
✅ 3. Get Indexed by AI Search Engines
AI tools need to “see” your hotel website just like traditional search engines.
What to do:
- Make sure your website is technically optimized and follows best SEO practices.
- Proactively reach out to AI platforms and inquire about indexing and price feed inclusion.
- Stay informed as standards for AI indexing evolve.
✅ 4. Track Your Data—Properly
If you don’t know where your bookings come from, you can’t measure AI’s impact.
What to do:
- Gain full access to your Google Analytics, Google Ads, and booking engine dashboards.
- Implement UTM tracking and proper channel attribution for every campaign and source.
- Build a culture of data transparency and ownership within your hotel team.
✅ 5. Monitor the AI Landscape
Change is constant—and fast.
What to do:
- Assign someone on your team (or a consultant) to track AI product updates.
- Follow companies like Google, OpenAI, Meta, and OTA tech blogs.
- Stay connected to industry events and hospitality tech media.
Why You Can’t Afford to Wait
AI-enabled search is already being tested by millions of users. Google Hotel Ads already appear in Gemini. The distribution battleground is shifting—fast.
If hotels do not prepare, OTAs will step in (again) and dominate this new space, just like they did with search, mobile, and metasearch.
It may seem like early days, but this is a first-mover advantage moment. And unlike in previous tech shifts, there may not be room for everyone to catch up.
Final Thought:
AI will not wait for hotels to be ready. The players who prepare today will be the ones who win tomorrow. If you’re not actively getting ready, your competitors—and the OTAs—already are.
Ask yourself: When AI platforms become real booking engines, will they be selling your rooms—or someone else’s?
Source: Phocuswire
