Blog · September 30, 2026
AI Agents: A New Challenge for Online Travel Agencies
Hilton's CIO suggests AI agents may disrupt the OTA landscape, offering hotels a chance to reclaim direct bookings.
AI Agents: A Threat to OTAs?
On 29 September 2026, Hilton's Chief Information Officer, Michael Leidinger, highlighted a significant shift in the travel industry: the potential threat AI agents pose to Online Travel Agencies (OTAs) such as Booking.com and Expedia. According to Leidinger, AI agents are poised to change the way travellers book their accommodations, potentially benefiting hotels by driving more direct bookings through their own websites and applications. This insight was shared via an article on Skift, a leading travel industry news outlet (Skift).
How AI Agents Work
AI agents, like OpenAI's newly launched Dots, function as personal assistants that can manage travel bookings and other tasks across connected applications. These agents learn user preferences over time, offering a tailored experience that could rival traditional OTAs. Unlike OTAs, which typically charge commissions on bookings, AI agents could provide a more seamless and potentially cost-effective solution for both consumers and hotels.
Implications for Hotels and OTAs
The introduction of AI agents could mark a turning point for hotels, which have long been at the mercy of OTAs for customer bookings. By leveraging AI technology, hotels might regain some control over their customer relationships and reduce dependency on third-party platforms. However, as Leidinger notes, AI agents may still charge commissions, although the direct engagement with customers could offset these costs by enhancing brand loyalty and customer satisfaction.
For OTAs, the rise of AI agents presents a challenge that could disrupt their business models. To remain competitive, OTAs may need to innovate and find new ways to add value to the booking process that AI agents cannot easily replicate.
Preparing for the AI Shift
Travel brands must adapt to this evolving landscape by ensuring their property information is accurate and optimised for AI agents. This involves updating digital assets, enhancing online visibility, and engaging with platforms like GeoTravel to track and improve how AI engines and Google answer travel questions about them. By doing so, travel brands can better position themselves in the AI-driven market.
See how AI answers travel questions about you at geotravel.ai.