Consumers are increasingly comfortable with artificial intelligence (AI) agents planning their vacations, prompting major hotel companies to push for direct bookings, as reported by the Financial Times. Marriott has nearly 260 million members in its Bonvoy loyalty program, marking an 18% increase from 2024. Competitors like Hilton, Hyatt, and Wyndham are enhancing direct booking incentives to counter the commission fees (15-25%) imposed by online travel agents (OTAs) such as Expedia and Booking.com. This shift aims to leverage advanced AI capabilities, making interactions more conversational and strategic, as noted by Radisson’s COO Chema Basterrechea. With nearly 25% of consumers open to AI-driven travel planning, the industry is evolving from traditional search methods to more interactive and personalized experiences. This trend emphasizes the importance of fostering direct relationships with customers, reducing dependency on costly OTAs while enhancing customer data collection for improved service and repeat business.
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