Hotels are winning AI visibility — but losing bookings to OTAs

Hotels are spending heavily on marketing to drive direct bookings.
AI assistants are now mentioning hotels more than ever.

But here’s the problem we keep seeing:

Hotels show up in AI answers.
Yet when users ask “where to book” or “how to reserve”,
the booking action is routed to an OTA instead of the hotel’s own website.

So hotels win visibility,
but lose conversion.

This isn’t a traditional SEO or ads issue.
It’s a new form of leakage: AI visibility without action attribution.

As AI becomes the decision layer of the internet,
being mentioned is no longer enough.

The real question is:
Who owns the booking action inside AI responses?

What we’re actively analyzing:

• How often AI redirects booking intent from hotels to OTAs

• Which AI responses trigger OTA-first booking paths

• How hotels can reclaim “book direct” intent in AI-driven discovery

Would love to hear from hoteliers and marketers:
Are you measuring AI-driven booking leakage today?
If not, how will you know when it starts costing real revenue?