Short-term rental sector bets on AI search to drive direct bookings

The short-term rental sector is on the cusp of a shift driven by AI search, but key players are uncertain how it will disrupt traditional booking patterns. LLMs like ChatGPT and Claude are jostling for position, and Google is experimenting with AI-mode ads. Experts advise acting now and hedging bets. Data shows AI search traffic is still small but growing fast. For example, Forge Holiday Group sees 7% of traffic from AI, and Pass the Keys estimates zero-click results contribute 8-10%. Many operators have low direct booking shares, but AI may present opportunities.