AI in travel: Who will capture the value as AI reshapes hospitality distribution?

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The way consumers discover hotels is changing. As AI becomes part of the consumer journey, hospitality providers face new questions about visibility, customer acquisition, transactions, and where value will ultimately be created.

Key takeaways:

• AI is influencing hotel discovery faster than booking.
• Conversational search changes how travelers express intent and how AI systems interpret hotel content.
• Direct hotel channels could benefit from AI-led discovery, but visibility varies across LLMs and hotel brands.
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