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AI Era: Who Wins - Hotels or OTAs?

1reports1reporting sources2026-08-27Update

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AI is changing hotel booking, but hotels' channel pricing issues may affect direct booking strategies, impacting the competitive landscape between hotels and OTAs.

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8月27日
  1. TravelDaily China
    AI Era Battle: Hotels vs OTAs - Price Chaos is Key

    In a commentary, TravelDaily China CEO Li Chao argues that despite Marriott CEO's view that AI will benefit hotel direct booking, chaotic pricing across hotel channels drives consumers to compare on OTAs after AI screening. The author's experience shows hotel quotes were 20-50 euros higher than Ctrip, highlighting hotels' lack of price competitiveness.