The AI trust gap reshaping hotel distribution

Guests use AI to discover trips, but still rely on trusted brands and platforms when it comes to booking hotels

Expedia Group’s latest research highlights a growing disconnect in the travel journey that directly impacts hotels. While guests are increasingly using AI tools to explore destinations, compare options, and shape their trips, they still turn to trusted brands and platforms to complete their bookings. This shift is fragmenting the path to purchase, with discovery moving into AI-driven environments while transactions remain anchored in established channels. For hotels, this creates both a visibility challenge and an opportunity to rethink how they engage travelers across the funnel.

Key takeaways

• AI is reshaping the discovery phase: Travelers are increasingly using AI to explore destinations, build itineraries, and generate ideas, shifting early-stage demand away from traditional search channels.
• Booking still happens in trusted ecosystems: Most guests prefer to complete hotel bookings through established brands such as OTAs or direct hotel channels rather than through AI interfaces.
• Trust remains the key barrier: Concerns around payment security, data privacy, and loss of control are preventing guests from letting AI handle hotel bookings end-to-end.
• Customer support expectations are high: Guests want clear accountability and human support if something goes wrong, reinforcing the role of trusted intermediaries and hotel brands.
• The booking funnel is fragmenting: Discovery and inspiration are moving into AI platforms, while booking remains elsewhere, making the guest journey more complex and less predictable.
• Visibility in AI becomes critical: Hotels risk losing influence in the early stages of trip planning if they are not represented or surfaced in AI-driven discovery environments.
• OTAs retain a strategic advantage: Platforms with strong brand trust and user relationships are well positioned to capture bookings, even as AI reshapes how travelers search.
• Hybrid strategies will define success: Hotels need to combine AI-driven inspiration, strong distribution partnerships, and trusted direct booking experiences to stay competitive.

Source: Expedia

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