AI Can Find Hotels, But It Can't Earn Travelers' Trust
The article argues that hotels lose direct bookings to OTAs because their websites fail to provide specific information to manage traveler expectations. By improving room, location, and offers pages, hotels can increase direct bookings and reduce OTA commissions.
Impact and considerations
Direct bookings are crucial for hotel profitability; managing traveler expectations is key to winning them.
Key points
- OTA commissions typically range from 15% to 30%; hotels can reduce commission costs by optimizing their websites.
- Specific information builds traveler trust more than polished photos.
- Improving room, location, and offers pages can boost direct bookings.
Sources and time
- Primary source
- Hospitality Technology
- Other sources
- 0
- First source publication
- 8 Aug 2026, 03:47
- Page published
- 12 Aug 2026, 14:11
- Last updated
- 8 Aug 2026, 03:47
- Original links
- Hospitality Technology：AI Can Find Hotels. But It Can't Earn Travelers' Trust. (opens in a new tab)Primary source · en · Published 8 Aug 2026, 03:47