A tectonic shift is underway. Roughly one in three travelers is open to letting AI‑powered travel assistants (things like ChatGPT, Gemini Travel, or the Trip.com AI planner) actually discover hotels for them, and many are willing to let these systems book their stays too. That’s what we call agentic booking behavior, and it’s the next frontier in travel distribution.
NB: This is an article from TrustYou
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In short: you’re not merely competing with OTAs; you’re competing with automated AI decision‑flows that prioritize speed and perceived value, often over brand loyalty.
But let’s focus on the good news:
Despite all the buzz around OTAs and AI bots, guests still prefer direct relationships with hotels when offered a reason to. They want to be recognized, to feel known. They want experiences and perks that feel personal. They want loyalty that pays off. They just haven’t had compelling reasons, or at least ones that outweigh convenience and habit.
So, if your goal for 2026 is to shift meaningful share back to your direct channels and make those bookings stick, you need strategies that are built for this new normal: a hybrid landscape where OTAs, AI assistants and direct channels coexist, but where you win on the things OTAs and AI can’t replicate.
Here are seven tried-and-true strategies to outpace OTAs in 2026.
1. Turn OTA Guests Into Loyal Fans Before They Even Arrive
It sounds obvious, but most hotels treat OTA guests like ghosts: they show up, they stay, then they disappear into the OTA data black box. However, once an OTA guest has booked, you have a brief window to start collecting first‑party data.
That can be as simple as an automated email after booking that asks for preferences (like room type, arrival time, spa needs) and ties it back to an account on your system. Even better: add a sign‑up form for your loyalty program, offering perks next time if they book direct. This strategy focuses on building a relationship that survives after the guest leaves your hotel.
Thanks to that data, you can personalize future messaging in a way that OTAs can’t. Personalized outreach consistently outperforms generic messaging because it speaks to humans and appeals to them emotionally.
2. Make the First Impression Count: Engage Guests Before Check-In
Don’t wait until checkout to start building loyalty. Pre‑arrival engagement lays the foundation for a more emotional connection. A well‑timed email or SMS that welcomes the guest by name, highlights your insider tips for the city, and shares a few curated offers makes guests feel seen.
