How with AI platforms impact OTAs? Is this the end of the OTA era? — Photo by Created with AI by Martin Soler

It’s been the recent talk of the industry. We’ve been sensing it for a while, and now it’s getting clearer: AI is slowly but surely disrupting online travel discovery, search and possibly booking. Markus Busch recently broke this down in one of the better hotel industry pieces I’ve read lately. And Thomas Reiner has an excellent take as well. Here’s my take (which is a slightly more detailed version of the post I shared).

Some data points (in no particular order):

  • OTA search remains largely unchanged and inefficient. Discovery is still based on filters and ranked lists, resulting in choice overload rather than decision support. (advantage to AI platforms)
  • Conversational search offers a superior discovery model. Refining intent with natural language and iterative refinement, reduces friction and cognitive load. Habits are changing. (advantage to AI platforms)
  • Travel is a high-cost, low-frequency purchase. Vacations represent meaningful financial risk for households. Reassuring consumers, cancellations, etc is critical. (advantage to OTAs)
  • AI platforms are moving into transactions. Efforts such as UCP and ACP integrate checkout and payment directly into AI interfaces. AI is a potential end-to-end travel agent. (Neutral, OTAs already have this)
  • Online travel is a mature e-commerce vertical. OTAs retain strong advantages in inventory depth, payments, and trust. That maturity provides resilience but limits their ability to rapidly reinvent the core discovery experience. (advantage to OTAs)

So, while the AI models aren’t ready to completely replace OTAs, they’ve got momentum. And the advantage of being all the hype, flexibility, and better interfaces. But they need to build trust for a high risk purchases, which will take a while.

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What could happen next?

  1. OTAs compete with their own AI bots. They have the best data (structured, verified, and complete). But unless their AI bots are vastly better than the AI platforms, why would anyone switch? To win, they’ll need much more than just a chatbot. Maybe full itinerary planning.
  2. OTAs become the plumbing. As I’ve written before, they could power the backend: ARI data, payment, support. AIs would become the front-end UI. After all, most AIs don’t want to deal with cancellations and refunds. Google already proved that with hotel ads.
  3. AIs pull data from GDS instead. If GDSs review their business model and become API-first, they could leapfrog the OTAs. But they missed the internet revolution, can they catch the AI wave?
  4. AI becomes the new metasearch. We could end up with AI just replacing metasearch. They give you options, hotels pay per click. Same model, new interface. Similar to 2 above.
  5. AI creates a new gig economy. Outlier scenario: AI travel assistants become a thing. Not bots, but people using bots. Imagine a personal assistant for your trip. Someone you call/message who books, rebooks, cancels, and manages customer service on your behalf. Affordable because they’ve got AI help.

All of this impacts market value. If OTAs become plumbing, they’re valued like B2B platforms, not B2C giants. And while OTAs still hold strong cards (risk handling, maturity, customer trust), the user experience is turning against them.

However, paradigm shifts are hardest in stable and mature markets, not impossible, but harder, we shouldn’t underestimate the importance of confidence that customers need in case something goes wrong on one of the largest annual expenses of a household.

Let’s see if Booking keeps the cake, or ends up serving it to someone else.

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