AI visibility gaps could accelerate OTA dependence

Inconsistent hotel data may push AI-driven bookings toward intermediaries instead of direct channels

Artificial intelligence is rapidly becoming a key travel discovery and booking interface, reshaping how guests choose hotels. Hotels with unclear, incomplete, or inconsistent data risk losing direct bookings because AI agents tend to favor sources with structured, reliable information. As AI platforms increasingly guide traveler decisions, data quality is emerging as a decisive factor in distribution control. Hotels that fail to adapt may see growing dependence on OTAs and other intermediaries.

Key takeaways

• AI favors structured, reliable data: Hotels providing clear structured information are more likely to appear in AI recommendations than those relying on unstructured marketing content.
• Direct booking risk is increasing: When hotel data is incomplete or inconsistent, AI agents may default to OTAs or large platforms with cleaner, standardized data.
• Data consistency is now a distribution issue: Uniform name, address, services, and pricing data across platforms helps AI systems correctly identify and recommend a property.
• Structured data improves competitive positioning: Implementing structured data standards helps AI interpret hotel attributes accurately and reduces misinformation risk.
• AI intermediaries are expanding influence: Platforms and AI assistants increasingly guide the booking journey, shaping visibility before guests visit hotel websites.
• Operational alignment becomes critical: Marketing, IT, distribution, and revenue teams must collaborate to maintain accurate, updated data for AI consumption.
• Early adopters may capture high-intent demand: AI-generated traffic often shows strong booking intent, making structured data investment strategically valuable.

Source: HES-SO Valais - Wallis

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