How Hoteliers Can Adapt to the AI Discovery Shift
PhocusWire reports AI is changing hotel discovery, with travelers increasingly using AI platforms over traditional search engines. Phocuswright data shows US travelers using AI for travel research rose from 33% in H1 2025 to 56% in H1 2026, while general search engine use dropped from 51% to 35%. Experts advise hotels to optimize for AI visibility to protect direct bookings.
Impact and considerations
The rise of AI search is reshaping hotel distribution, directly impacting direct bookings and OTA commissions; hotels must adjust digital strategies to remain competitive.
Key points
- US travelers using AI for travel research rose from 33% in H1 2025 to 56% in H1 2026.
- General search engine use dropped from 51% to 35%.
- AI users tend to be younger and higher spenders.
- Hotels need structured, consistent data to improve AI visibility.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 29 Jul 2026, 14:00
- Page published
- 12 Aug 2026, 14:17
- Last updated
- 29 Jul 2026, 14:00
- Original links
- PhocusWire All News：How hoteliers can adapt to survive the AI discovery shift (opens in a new tab)Primary source · en · Published 29 Jul 2026, 14:00