Major chains have built AI tools to defend direct booking conversions, but the discovery journey now starts on ChatGPT and Google AI, platforms brands cannot see, measure, or control.
The article argues branded hotels should prioritize organic social media to showcase unique property personalities beyond standardized brand messaging and support guest booking decisions.
The Hotels Network launched the first direct booking app for ChatGPT, allowing hotels to compete with OTAs in AI-powered travel recommendations.
The author draws parallels between García Márquez's novel and how hotels repeatedly face new technology waves, from websites to Google to AI, requiring constant adaptation to remain discoverable.