The Direct Channel

Navigating the AI era of hotel distribution. From AI-powered search to direct booking mastery—insights on breaking free from OTAs and winning the future of hotel distribution.

Winning in the AI Era: How hotels can break free from OTA Dependence

By Richard Holden, Steve Kaufer, Sanjay Vakil

8 min read

Published: Jun 24, 2025

As AI becomes the new entry point for travel search, hotels have a once-in-a-generation opportunity to escape OTA commissions and reconnect with the 70% of travelers who prefer to book direct. By leveraging the Model Context Protocol, hotels can compete at scale.

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