In the wake of Google CEO Sundar Pichai’s recent assertion that their upcoming Gemini AI aims to become a “universal AI agent” useful in everyday life, hoteliers are asking a pivotal question: How can they prepare for personal AI agents that promise to transform the travel and hospitality landscape? Industry experts in Hospitality Net’s World Panel foresee AI-driven agents that autonomously research, plan, and book trips—potentially changing the distribution game, altering the role of OTAs, and opening unprecedented direct channels for hotels. Yet, readiness across the sector varies, and the urgency to adapt has never been more pressing.
A Rapidly Changing Landscape
“Things are developing very quickly,” observes Mark Fancourt, who believes that the pace of AI evolution surpasses any previous technological endeavor. He cautions that hoteliers traditionally lag in adopting new technology. Trust and transparency will remain paramount, he explains, since travelers are unlikely to accept the first AI-driven recommendation without comparing options.
Similarly, Juanjo Rodriguez points out that we are still in the phase of replicating the current status with agents, likening this moment to the early days of television, when shows were often just radio programs adapted for the screen. He expects we will soon see agents talk to one another, prompting hotels to create their own AI capabilities. Customers, in his view, will prefer AI interactions over phone calls—though websites and apps will still matter, serving as parallel channels to this emerging technology.
The Power of Storytelling and Data
Although AI might seem purely technical, Nick Slavin reminds us that it’s fundamentally about storytelling. He believes that hotels need content-rich websites and authoritative references in digital media, since AI thrives on well-structured, high-quality information. But comparatively few hotels have seriously invested in generating the sort of editorial-level content that can help them stand out in AI-driven search results.
Meanwhile, Max Starkov highlights that OTAs have already integrated with platforms such as ChatGPT, giving them a first-mover advantage. Hoteliers, he says, must make their websites SEO and AIO (AI search)-friendly and ensure they are feeding real-time rates and availability directly to emerging AI tools. Otherwise, they risk being overshadowed by more agile or data-rich competitors.
Shifting Roles, Shifting Strategies
One central debate focuses on whether AI agents will cut out OTAs or strengthen them. Custódio Barreiros views AI as a collaborator that should be “trained” and fed structured data, freeing hotel staff to spend their time on personalized guest interactions.
Jason G. Bryant echoes the sentiment that AI can serve both guests and hoteliers by acting as a resource for day-to-day tasks. In his estimation, AI-friendly infrastructure is essential to let external agents handle bookings, service requests, and preference tracking. If hotels can integrate such capabilities effectively, they position themselves as leaders rather than followers in this new era.
That said, not everyone is optimistic about the timeline for transformation. Most hoteliers are not ready for the new era of personal AI agents—and they won’t be ready soon, says Stanislav Ivanov. He points out that AI shifts the final purchase decision away from humans, and that hotel marketing strategies—currently aimed at people—will need to adapt quickly to align with AI-driven decision-making. The upside is that the transition to personal AI usage will likely be gradual, giving hotels some time to modernize.
Personal Agents vs. Corporate Agents
Tomeu Fiol frames the question in terms of whether each traveler will have a personal AI agent or each company will deploy an agent to engage travelers. If travelers’ personal agents become the primary gateway, Fiol wonders how hotels will “influence” those agents—especially since few have the infrastructure to interact with AI at this level.
Ian Millar also highlights the challenge of hospitality’s fragmented systems. Without a streamlined and interconnected technology stack, he says, widespread adoption of AI agents could be hamstrung. This fragmentation becomes especially problematic when guests want to book multiple services—like a room, spa treatment, and meeting space—in one cohesive digital transaction.
The Rise of AI Optimization
Another theme is “AIO,” or Artificial Intelligence Optimization. Simone Puorto describes how traditional search models are declining in favor of AI-driven experiences that anticipate travelers’ needs and act on them. Whether hotels or OTAs benefit most depends on who adapts to AI first. Puorto suggests that hotels perform an “AI Audit,” ensuring their booking engine and websites are easy for AI to crawl and understand, so they don’t lose visibility in this new environment.
At the same time, Michael Toedt believes hoteliers can surpass OTAs by leveraging the guest data they already possess. He sees centralized data—integrated across every touchpoint—as a potential gold mine for delivering highly personalized offers. If hotels can harness these insights before AI agents become the standard booking interface, they might recapture some of the direct booking market lost to OTAs.
Overcoming Legacy Barriers
Still, a major obstacle is the fact that many independent hotels rely on legacy systems with limited integration. Alessio Re warns that this could give OTAs an early advantage. He advocates for a comprehensive review of each hotel’s tech infrastructure, modernizing it as soon as possible so that AI agents can access accurate, real-time information.
Uli Pillau agrees that personal AI agents will soon redefine how travelers book accommodations. For hotels willing to invest in open, flexible technology, the payoff could be direct connections with guests—potentially bypassing OTAs altogether. However, properties clinging to rigid, outdated systems risk being left behind.
Embracing the Human Touch
Despite the potential for automation, Prince Thampi insists that the human element remains essential. Personal AI agents might optimize occupancy and streamline certain processes, but it’s the human staff who will create authentic, memorable guest experiences.
Alexander Lennart Schmidt believes the industry is on the cusp of moving from AI-generated content to AI-driven operations. He cites early examples of AI automating front-desk interactions and reservation queries. To keep up, hotels must adopt flexible systems that integrate smoothly with AI, or else risk ceding valuable territory to OTAs already pouring resources into their own AI efforts.
Conclusion
The voices gathered in this recent World Panel on Hospitality Net form a chorus of urgency: personal AI agents are poised to reshape travel planning, booking, and guest engagement in ways both exciting and challenging. While hospitality has always depended on personal connection, the rise of AI promises to revolutionize how those connections are initiated. Some hotels will seize this opportunity by modernizing their tech stacks, refining their content strategies, and embracing data-driven personalization. Others, weighed down by legacy systems and slow adoption, may see their direct business siphoned off by OTAs or competitor brands that master AI first.
The good news is that hotels have time—albeit not much. The gradual adoption curve for AI agents means the industry can begin to course-correct now. Whether these developments will usher in a golden age of direct bookings or further entrench OTAs is an open question. What is clear, however, is that hoteliers who commit to innovation, flexibility, and a human-centric approach will find themselves best positioned to thrive in an AI-driven future.
Read the full World Panel.
