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How Hoteliers Can Adapt to the AI Discovery Shift
1reports1reporting sources2026-07-29Update
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The rise of AI search is reshaping hotel distribution, directly impacting direct bookings and OTA commissions; hotels must adjust digital strategies to remain competitive.
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7月29日
- PhocusWire All NewsHow 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.