OTAs overtake search engines for hotel discovery

Traveler behaviour shifts as OTA visibility and AI adoption reshape the early booking journey

The latest findings from SiteMinder’s Changing Traveler Report 2026 show a clear shift in how travellers begin researching accommodation. Travellers are now more likely to start their search on an online travel agency than on a traditional search engine, marking a significant change from previous years. At the same time, more travellers who begin on OTAs ultimately book direct, demonstrating a more complex and multi-channel decision path. Growing interest in AI tools and increasing acceptance of dynamic pricing further indicate that digital capabilities will play an even stronger role in future booking behaviour.

Key takeaways

• Rise of OTAs as a starting point: OTAs now lead as the first place travellers look for hotels, increasing to 26% globally and overtaking search engines.
• Decline of search engines: Search-engine usage as the initial touchpoint has dropped sharply from 36% to 21% year-on-year.
• Growing influence of direct booking: Eighteen percent of travellers who start on an OTA now end up booking directly, reflecting a more non-linear research journey.
• Strength of word-of-mouth and brands: Travellers increasingly rely on friends, family, and familiar hotel brands as first sources, with both categories more than doubling year-on-year.
• Early but rising use of AI: Four percent of global travellers now begin with AI, with higher adoption among Gen Z and Millennials.
• High demand for AI capabilities: Eighty percent of travellers want AI-powered features, especially price monitoring and alerts.
• Broad acceptance of dynamic pricing: Sixty-five percent of travellers support demand-based pricing, indicating comfort with more flexible rate models.

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