# 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**](/content/the-direct-channel/article/winning-the-ai-era-how-hotels-can-break-free-from-ota-dependence/index.html)

By [Richard Holden, Steve Kaufer, Sanjay Vakil](/content/author/steve-kaufer-richard-holden-sanjay-vakil/index.html)

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.

[Read more](/content/the-direct-channel/article/winning-the-ai-era-how-hotels-can-break-free-from-ota-dependence/index.html)