AI is changing the way we search for information about travel and accommodations. Hotels and resorts are already focusing on optimizing their content to be visible in AI-generated answers. This form of optimization is also known as Generative Engine Optimization (GEO).
The next step is that, as a hotel or resort, you are not only found, but the consumer can also complete the travel booking within Large Language Models such as ChatGPT or Google Travel. In this case, we refer to agentic AI.
Agentic AI does not only provide information, but also performs actions. More generally, agentic AI is an autonomous digital assistant that can independently set goals and carry out tasks with minimal human intervention (source:
https://en.wikipedia.org/wiki/Agentic_AI).
Imagine giving the following instruction:
“Book a hotel in New York for next weekend, for 2 people, preferably with a spa, budget €200 per night.”
A generative AI would provide a list of recommendations or a written response. An agentic AI, however, would not only generate that list, but would immediately check availability, compare prices, and — with your permission — actually complete the booking. It functions like a digital travel agent that both searches for information and handles the reservation.
Big Tech bets on Agentic AI
The major tech players are heavily investing in agentic AI for travel and hospitality.
Google recently announced an expansion of its Search AI capabilities, allowing users to book hotels and flights directly within the AI interface. Travelers can simply describe what they’re looking for in natural language, and the AI will show results with all details — availability, prices, reviews, and photos — and even complete the booking without leaving Google.
Why should hotels and resorts care?
Agentic AI may well become the travel agent of the future.
As consumers increasingly rely on AI assistants to plan and book trips, hotels must ensure they remain visible and bookable within this new ecosystem.
Early research already shows strong adoption: by 2025, around 22% of global travelers are expected to use AI-driven tools for trip planning, and over 90% say they intend to use AI for future travel. That means trust in digital assistants is growing rapidly — particularly among younger and international travelers.
How can hotels prepare strategically?
The relevance of agentic AI for hotels has two main aspects:
- Visibility: If an AI does the research for travelers, your property needs to appear in its responses. This is where Generative Engine Optimization comes in — making your content “AI-ready.” (We’ll cover GEO in depth in another post.)
- Bookability: Your hotel must be bookable within these AI-driven booking flows. Properties that aren’t connected to the AI ecosystems risk being left out, no matter how good their product is. Early adopters, however, can gain an advantage — being among the first hotels in their region to become bookable through Google’s AI Mode, for example, could increase direct reservations dramatically.
Becoming bookable within AI environments
You have two main paths:
- Through OTAs: Partner with platforms like Expedia or Booking.com that are already integrating with AI. This ensures inclusion but keeps you dependent on their commissions.
- Through direct integration: Make your own website or system bookable via AI.
Key considerations:
- Keep your data well-structured and accessible. Using an MCP (Model Context Protocol) server can help exchange data with AI environments like ChatGPT to provide availability, pricing, or booking functionality.
- Define your positioning: decide in which types of queries or contexts you want your hotel to be recommended — just like choosing the right keywords in SEO or paid search.
- Determine who implements the integration: your PMS provider, internal tech team, or a specialized agency?
- Experiment with AI-assisted guest communication: Deploy a generative AI chatbot on your website that can answer questions, show availability, and even initiate bookings. This builds familiarity and lowers barriers for direct bookings.
- Prepare your organization: Discuss how your team will handle bookings through AI agents. Are your systems ready for shorter booking funnels with fewer human touchpoints? Should your marketing adapt as traffic shifts from websites or OTAs to AI-driven platforms?