Skift: European independent hotels face AI visibility challenge, travelers plan with AI but rarely book
European independent hotels are facing an AI visibility challenge: travelers use AI to plan trips, but rarely complete bookings through AI, and measurable returns appear more in operational areas than in autonomous itinerary planning. About three-quarters of European hotels are independently operated, and combined with the EU AI Act's compliance requirements for internal review and deployment of AI tools, this pressure is particularly prominent in Europe.