Artificial Intelligence

For many hotels, appearing in AI-generated recommendations still feels like a lottery, but AI tools reopen the door to giving hotels back their distinction

While discovery has historically been about inspiration and branding, consideration is where OTAs, metasearch engines, and hotels compete aggressively

When agents rely on stale batch data, poorly structured APIs, or inconsistent schemas, the result isn’t just minor errors; they misinterpret and hallucinate

The moment a hotel needs an AI agent to interact with a different system, the agent hits a wall that it was never designed to cross

There is a risk the hotel industry has this backwards and we run the risk of automating away the exact moments a guest actually values

For hotels, this isn’t just another update. It fundamentally changes how you run, scale, and think about Meta ads. Here’s what’s new and why it matters

There is immense pressure to acquire AI solutions immediately, often causing leaders to rush into implementation before laying the proper groundwork

An MCP is not a system of record. It eeceives structured requests, routes them to the correct system, and translates responses into AI-readable formats

The question is not whether AI affects distribution; it already does. It is how deliberately hotels choose to compete in this new front line of visibility

Modern AI is a prediction engine. When the data it receives is incomplete or ambiguous, it fills in the gaps. That is a hallucination