Report: AI Is Transforming Hotel Discovery and Booking
A new report indicates AI is shifting hotel booking from searching to asking, requiring hotels to optimize for algorithmic relevance.Summary
A report by NYU School of Professional Studies and Boston Consulting Group reveals that travelers are increasingly using AI assistants to plan and book trips, moving from a "search and scroll" model to an "ask and book" paradigm. This shift means hotels must compete for inclusion in AI-generated shortlists, necessitating a stronger digital footprint, integrated data, and AI-native operations capable of delivering personalized experiences at scale. Traditional distribution models, like high commissions to OTAs, may intensify as AI aggregates content from more sources. Furthermore, AI is transforming hotel operations due to labor pressures and margin constraints. AI applications, such as synchronized housekeeping schedules and waste-tracking tools, show significant efficiency gains, but their success hinges on integrated data systems, which many hotels currently lack. The report concludes that hotels must adapt their commercial and operational strategies to remain discoverable and efficient in this AI-first environment.
(Source：Asian Hospitality)