Hotels prepare for AI-powered bookings as ChatGPT goes live

Direct connections to AI search platforms could redefine hotel distribution and challenge ota dominance

Hotels and tech providers are racing to connect live rates and availability to ChatGPT, Gemini, and other AI search platforms — a move that could dramatically shift how travelers discover and book rooms. Once AI interfaces become bookable, the traditional dominance of OTAs may weaken as hotels gain new, conversational routes to direct bookings.

Key takeaways

• The next booking frontier: Hotels are preparing for AI chat interfaces like ChatGPT and Gemini to become the “new front door” for travel discovery and reservations.
• Search fatigue relief: AI-driven platforms promise fewer steps and more personalized recommendations, potentially replacing the 141 web pages travelers typically browse before booking.
• Tech providers mobilize: Companies such as The Hotels Network, Apaleo, and Eviivo are already building integrations that connect hotel booking engines and PMS data to AI ecosystems.
• Early signals of traffic shift: Hotels like Gilpin Hotel & Lake House are already seeing ChatGPT appear in referral reports, hinting at growing guest interactions through AI.
• Caution amid the hype: Experts warn hotels to keep digital content accurate and updated, as AI systems still rely on existing web data for visibility and relevance.
• Waiting for the gate to open: For now, only select partners like Expedia and Booking.com are live inside ChatGPT, but hotels and vendors are lining up for access once the ecosystem expands.

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