LOUISVILLE, Ky.––This month in Washington, D.C., Brad Brewer, Co-Founder and Chief AI Officer of Agentic Hospitality, will deliver a stern warning to hoteliers: Seize agentic hotel distribution now and become indispensable, or don’t, and remain invisible.
In a presentation at the Destination AI – Hospitality Summit 2025 titled: “Agentic Hotel Distribution: Owning the AI Era of Travel,” Brewer will explore how autonomous AI agents, real-time personalization, and structured hotel data are reshaping distribution, loyalty, and profitability for the next decade. He will challenge hoteliers to confront the seismic shift underway in travel distribution as booking migrates from websites and apps to AI-native platforms. He also will discuss how hotels can build an AI-native commerce layer today that will become the default layer for all future bookings.
Travel is shifting from websites and apps to AI-native surfaces where the conversation is the booking. AI is not an add-on—it’s infrastructure. And if hotels don’t own it, they won’t survive. With new agentic hotel distribution, travel preferences will only need to be set once, and the web will adapt around them. Every rate, room, local activity, and perk will be filtered through persistent, personalized logic. Hotels that act now can anchor that experience in their own AI stack. Those that don’t will hand off the guest journey to third parties. Brad Brewer, Co-Founder and Chief AI Officer of Agentic Hospitality
Brewer, a hospitality technology innovator, is transforming how hotels and resorts compete in the AI era. He has more than 20 years of experience at the intersection of travel, AI, and structured data, and has pioneered agentic AI systems that give hoteliers control of their agentic hotel distribution, loyalty, and guest personalization. A recognized industry voice, Brewer led critical contributions to Schema.org standards for hospitality, ensuring hotels and resorts could surface rich, AI-readable data across search and booking platforms. Under his leadership, Brewer launched the TravelOS Model Context Protocol (MCP) and Agentic Hospitality Cloud—tools that were inspired by the need for direct conversational commerce and loyalty-aware AI personalization among Brewer Digital clients such as global travel brands Travel + Leisure Co., Drury Hotels, Red Lion Hotels, and G6 Hospitality.
In his presentation, Brewer will:
- Trace the industry’s reliance on the OTA XML standard in 1999 that handed Expedia, Booking, and Google effective control of hotel distribution. Today, OTAs and Google capture more than 60 percent of hotel digital demand, leaving hoteliers burdened with high commissions, little ownership of guest data, and weakened loyalty.
- Unveil a NEW playbook — powered by Agentic Hospitality’s AI-native infrastructure — that gives hotels the ability to reclaim the guest journey. By leveraging Model Context Protocol (MCP) and AgentSite endpoints, hotels can capture guest intent, score and route that intent with SAR + MCP’s Intent Matrix, and seamlessly convert queries into direct bookings, upsells, and loyalty engagements.
- Highlight the aggregator MCP story as a real-world example of orchestration in action.
- Share findings from Universal Orlando Resorts, one of the world’s most competitive resort markets. Despite millions invested in guest experience, Universal was found to be missing essential structured data — including LodgingBusiness, HotelRoom, Offer, and Review schema — as well as real-time inventory, rates, and availability markup. The result: AI systems cannot “see” their offers, forcing AI-native queries like “show me Orlando suites near Volcano Bay with family perks” to default to OTAs. Ads control search today; it’s broken and hotels have given up on paid-to-play.
- Explain how Agentic Hospitality protects hotels in the AI era: shielding profitability by blocking high OTA commissions, safeguarding guest data for long-term marketing and engagement, and restoring loyalty by enabling hotels to fully own repeat business and direct bookings.
- Argue that new regulatory frameworks, such as the Digital Markets Act (DMA), are not working with suppliers; rather they are causing chaos and change by gatekeepers in the European Union, further disrupting the OTA and Google duopoly and opening new opportunities for hotels to reclaim share. It’s time for a course correction—one that actually protects suppliers, not gatekeepers and intermediaries.
AI-native infrastructure is the North Star for hotels
, Brewer said. Without it, hoteliers will always be renting their guests from someone else. I encourage all Destination AI attendees to join the movement to own the AI era of travel. We’ve already done it for Brewer Digital clients Wyndham and the Houstonian Hotel, Club and Spa. The next success story could be yours.
To learn more about Agentic Hospitality and its flexible deployment-as-a-service models, visit https://www.agentichospitality.com or meet us at Destination AI: Hospitality Summit 2025 on Sept. 30th at the National Housing Center, 1201 15th St NW, Washington, D.C., 20005. For direct inquiries, contact [email protected].
About Agentic Hospitality
Agentic Hospitality is an infrastructure-level AI Cloud platform dedicated to empowering hotels and resorts to reclaim the guest journey, enabling direct bookings through AI-native channels, and drive profitable revenue growth. Developed in collaboration with Brewer Digital and deployed across Google Cloud and Vertex AI, Agentic Hospitality transforms guest interactions into rich intent based signals, and loyalty-enhancing orchestration in real time. Inspired by 12 years of architecting modern commerce platforms for Travel + Leisure Co., G6 Hospitality, RLHC, La Quinta, Red Roof, Drury Hotels, Margaritaville Resorts, and Sports Illustrated Resorts. Scalable across independent hotels, resort groups, and enterprise hospitality brands, Agentic Hospitality redefines the future of frictionless, AI-driven hospitality.
The company is powered by a best-in-class ecosystem of technology partners, each chosen for their leadership in AI, automation, data orchestration, and hospitality infrastructure. Players include: Google Cloud (Infrastructure layer, Vertex AI, Vertex Model Garden, Identify Management, and native OpenAI API compatibility); Brewer Digital Marketing (Full-stack platform integration, including Schema Adapter, TravelOS Model Context Protocol (MCP), and Booking Engine Adapter); Amadeus (CRS); Okta, Auth0 (SSO); Salesforce, Snowflake (CRM); Cloudbeds, Infor, Oracle Hospitality, Maestro PMS; PayPal, Braintree (Payments); Quantum Metric (Session replay, Felix AI generative summaries, and behavioral analytics); Ad agencies (Dynamic CRM-based personalization and paid media optimization); and Little Buddy Agency (Automation meets creativity using human–AI hybrid tools to craft smarter, more engaging brand experiences).
Visit https://agentichospitality.com.
Barb Worcester
PRpro
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