Global Hotel Groups Intensify Direct Booking Efforts Amid Commission Concerns and AI Agent Preparation
Published:Dec 28, 2025 20:55
•1 min read
•Techmeme
Analysis
This article highlights a significant shift in strategy for major hotel chains. Driven by the desire to reduce reliance on online travel agencies (OTAs) and their associated commissions, these groups are actively incentivizing direct bookings. The anticipation of AI-powered travel agents further fuels this trend, as hotels aim to control the customer relationship and data flow. This move could reshape the online travel landscape, potentially impacting OTAs and empowering hotels to offer more personalized experiences. The success of this strategy hinges on hotels' ability to provide compelling value propositions and seamless booking experiences that rival those offered by OTAs.
Key Takeaways
- •Hotels are trying to reduce OTA commissions.
- •AI agents are a factor in direct booking strategies.
- •Personalized experiences are a key goal.
Reference
“Companies including Marriott and Hilton push to improve perks and get more direct bookings”