Insight
Hilton and Marriott are concerned that AI platforms could divert bookings away from their direct channels and increase costs.
New Marriott and Hilton Filings Reveal Risks From AI Platforms to Direct Bookings
Summary
Marriott and Hilton are concerned that AI platforms like ChatGPT could divert bookings away from their direct channels and increase distribution costs. This signals a potential shift in how guests book accommodations, favoring online travel agencies (OTAs). Hosts who rely on direct bookings should consider how AI might impact their distribution strategy.
Key takeaway