GuestCentric Launches Melissa, an AI Sales Agent Preparing Hotels for Agentic Booking

GuestCentric, a leader in hotel eCommerce technology has announced the launch of Melissa, a new AI sales agent designed to prepare hotel websites for the next phase of digital commerce: agentic bookings where AI can help guests make decisions, execute reservations, and complete payments directly on the hotel’s own channel.

The launch comes as the hospitality industry begins to adapt to a new AI standard known as the Model Context Protocol (MCP). Introduced as an open framework that allows ChatGPT, Gemini, Claude and others to connect directly to live systems, MCP enables these AI assistants to access real-time information such as hotel rates, availability, amenities and policies — allowing them not only to answer questions but to take actions like completing reservations.

Travellers are increasingly starting their journey inside AI assistants and hotels are concerned about losing visibility. Technologies like MCP mean hotels can showcase their data directly and guests will be able to complete bookings inside a conversation. Melissa prepares hotel websites for that future where discovery moves to the AI layer. Pedro Colaco, CEO of GuestCentric

Unlike traditional chatbots that rely on scripted answers or FAQ-style responses, Melissa is connected directly to the hotel’s commercial infrastructure. Melissa adapts to guest intent, retrieves real-time availability and pricing, and links recommendations to the hotel’s booking and payment flow.

Guests can describe their needs in natural language and Melissa translates that intent into relevant stay experiences, room options, live prices and policies, guiding the guest all the way to a completed reservation.

“Our dream at Guestcentric is to double the average website conversion from 5% to 10%. Doubling direct bookings may sound ambitious, but the math is simple,” Colaco added. “In a 100-room hotel with a €180 ADR, that improvement could represent roughly €1 million moving from commissions into the hotel’s bottom line.”

Melissa integrates directly with GuestCentric websites and booking engines, ensuring that recommendations always reflect the hotel’s real inventory, pricing and policies while enabling secure booking and payment on the hotel’s own channel.

Melissa is currently being rolled out through a pilot program with selected GuestCentric hotel partners. More information and updates available here.

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