Artificial intelligence is no longer a futuristic promise. It has become an operational reality that is already reshaping hotel distribution. Yet, despite the growing excitement around AI, most hotels still face the same fundamental question: how can AI be turned into a real, sustainable competitive advantage aligned with the business? And, perhaps even more importantly: where should I start?
NB: This is an article from mirai, one of our Expert Partners
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By now, it is clear that AI is not a standalone product or another “plugin.” It is a layer of intelligence that only creates value when it is built on a solid architecture, powered by reliable and structured data, and deeply integrated with the hotel’s core systems.
A pragmatic and business-driven view of AI
The biggest risk in today’s rush to adopt AI is a fragmented approach: disconnected chatbots, inconsistent answers across channels, duplicated content, and assistants that sound intelligent but are unable to perform real actions.
AI only delivers value when it:
- Is based on a single source of truth.
- Understands the hotel’s business context.
- Can act, not just respond.
- Integrates naturally into existing workflows.
This is why, at Mirai, we believe AI adoption is not about replacing traditional channels, but about evolving the direct distribution ecosystem as a whole.
Reinventing the direct distribution ecosystem
The three traditional pillars of direct distribution will continue to play a key role in the years ahead, although their relative importance will shift as AI becomes more prevalent.
- Website
The primary channel for inspiration and booking. It will remain essential, but it will increasingly share prominence with conversational interfaces such as WhatsApp, ChatGPT, or Gemini.
- Phone / Contact Center
Human support for complex questions, high-value bookings, and critical moments of decision. This channel will undergo a profound transformation driven by AI, thanks to instant access to reliable, contextual information and the rise of AI-powered voice assistants.
- Mobile App
A key touchpoint for pre-arrival engagement, in-stay experience, and loyalty: check-in, services, upgrades, and direct communication with the guest.
AI does not eliminate these channels. Instead, it expands the ecosystem with three new strategic components.
