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Direct booking in 2026: Personalization, AI visibility and experience

Hotels combining tailored engagement, AI discoverability and distinctive value are best positioned to strengthen direct channels

Feb 17, 2026

Hotels continue to rely heavily on online travel agencies, which dominate traveler search and booking behavior through scale, pricing transparency, and convenience. However, AI-driven travel assistants are emerging as a new discovery and booking layer, reshaping how travelers choose accommodations. Despite these shifts, travelers still value direct relationships with hotels when offered personalized experiences and tangible benefits. Successful direct booking strategies in 2026 therefore combine personalization, AI visibility, and differentiated guest experiences.

Key takeaways

  • OTA dominance remains strong: Most travelers still search and book via OTAs due to convenience, pricing transparency, and powerful marketing reach.
  • AI discovery is reshaping distribution: AI travel assistants are becoming a new booking gateway, requiring hotels to optimize content, data, and online visibility.
  • First-party data builds loyalty: Capturing guest preferences early helps hotels personalize communication and encourage repeat direct bookings.
  • Pre-arrival and post-stay engagement matters: Timely communication before and after stays strengthens emotional connections and repeat booking likelihood.
  • Value-added perks drive direct bookings: Extras such as flexible policies or exclusive amenities can outweigh price competition with OTAs.
  • AI agents improve direct conversions: Intelligent booking assistants on hotel websites reduce friction and support upselling while maintaining brand control.
  • Reviews strengthen trust and visibility: Guest feedback supports credibility, SEO performance, and AI discoverability, influencing booking decisions.

Source: TrustYou

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