STAYSkift · 1h ago
Hilton Tech Exec Says AI Agents Put OTAs ‘Under Real Threat’
Executive Brief
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Hilton technology leadership predicts AI agents will significantly disrupt online travel agency dominance by shifting market share toward direct booking channels. While these emerging tools will likely require commission payments, the hotel brand expects increased traffic through its proprietary digital platforms.
- 01AI agents pose a direct competitive threat to established online travel agency business models
- 02Hilton anticipates a strategic shift toward increased bookings on its own website and mobile application
- 03Direct booking growth is expected even as AI agents introduce new commission structures for hotels
- 04Hotel operators view the decline of third-party intermediaries as a net benefit for brand loyalty
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Hilton CIO Michael Leidinger believes the OTAs' decline will benefit hotels, even while conceding that AI agents will likely charge commissions, too. The difference is that Hilton will get more bookings on its site and app.