Will AI agents bypass OTAs and directly connect consumers with suppliers, or will OTAs adapt and dominate the space?
Feb 13, 2025
Personal AI agents are expected to transform travel planning by bypassing OTAs and intermediaries, fostering direct consumer-supplier connections. While some see this as an opportunity for hoteliers, others believe OTAs will adapt to stay relevant.
Key takeaways
- Disruption of travel distribution: AI agents are poised to disrupt the current travel ecosystem by directly interacting with suppliers, potentially eliminating OTAs and other intermediaries. Some experts predict this will usher in a “golden age” of direct consumer-supplier relationships;
- AI agents and OTAs: While some foresee a rise of personal AI agents that replace OTAs, others believe OTAs will adapt to AI by optimizing their offerings for AI agents, ensuring their visibility in AI-driven searches;
- Hoteliers’ readiness: Most hoteliers are not prepared for AI agents, as the industry has historically been cautious with new technologies. However, embracing content marketing—particularly by creating authoritative, informative content—will help hotels engage with AI agents and capture high-value customers;
- Personal vs. company agents: There is an ongoing debate about whether AI agents will be personal assistants for individuals or corporate agents for businesses. Both scenarios would significantly disrupt the digital customer lifecycle;
- Adapting to change: Hoteliers must invest in flexible technology infrastructure to integrate AI agents. Rigid, outdated systems will struggle, while adaptable hotels can leverage AI to directly connect with guests and bypass intermediaries;
- Content is key: Quality content will be essential for hotels to remain visible and competitive in an AI-driven world. Publishing helpful, engaging, and credible content will ensure that hotels are prepared for the rise of AI agents, which will increasingly shape consumer decision-making in travel.
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