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 Insights
- •Hilton and Marriott are concerned that AI platforms could divert bookings away from their direct channels and increase costs.
Action Items
- ✓Consider how AI platforms like ChatGPT might impact your booking distribution strategy.Effort: lowImpact: medium
Common Mistakes
- ⚠Failing to adapt your booking strategy to account for AI-driven competition could lead to decreased direct bookings and reduced profitability.
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