How AI is rewriting the hotel booking journey

The Boston Consulting Group on how hotels can stay visible, engaged, and bookable in the age of conversational travel planning

The rise of generative AI is rapidly reshaping how travelers dream, plan, and book their journeys—and hotels must adapt quickly. No longer relying solely on OTAs or direct search, travelers are turning to conversational agents like ChatGPT and integrated AI features within social media platforms for personalized travel discovery. For hotels, this marks both a challenge and an opportunity: the traditional path to booking is fragmenting, and winning the guest now requires being visible, accessible, and responsive across multiple AI-driven touchpoints.

Key takeaways

• AI-powered discovery is the new front door: Travelers are using ChatGPT, Gemini, and other LLM-based tools to ask open-ended questions like “Where should I go for a relaxing trip in October?” These tools may bypass traditional booking funnels, so hotels must ensure their properties are well-represented in AI search results and travel content databases.
• Visibility depends on structure, not just style: To appear in AI-driven suggestions, hotels need to optimize their online presence with structured data, rich content, and up-to-date listings—especially for unique selling points like wellness, cultural experiences, or local charm.
• Social media is becoming a booking channel: AI-enabled features within apps like Instagram, TikTok, and WhatsApp are starting to guide users from inspiration to booking—all without ever visiting a website. Hotels should prepare for bookings initiated through these channels by integrating messaging, chat, and mobile-first booking capabilities.
• AI doesn’t replace human service—guests want both: While AI can handle research and simple bookings, many travelers still value human support. Hotels that offer smooth transitions between AI assistants and real human agents (via live chat or concierge services) will gain a competitive edge in trust and satisfaction.
• Your competitors are building AI agents—shouldn’t you? Leading OTAs and platforms like Booking.com, Expedia, and Tripadvisor are already investing in their own AI booking assistants. Independent hotels and groups should consider lightweight, AI-powered tools on their websites to help guests plan and personalize stays with ease.
• From transactional to conversational: Hotel marketing must shift from selling rooms to building relationships. AI makes it possible to engage travelers earlier—during the inspiration phase—and guide them through their decision-making with intelligent, helpful dialogue.

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