AI chatbots drive direct hotel bookings and reduce OTA reliance

Artificial intelligence is being utilized in the hospitality sector to increase direct bookings and reduce reliance on Online Travel Agencies (OTAs). Modern AI chatbots act as conversational agents trained on specific property data, such as room types, dining options, and cancellation policies, to provide instant answers to guest inquiries.

Data indicates that guests receiving answers within 30 seconds are three times more likely to book directly. This technology addresses the issue of unanswered inquiries during peak hours, which often leads guests to book through third-party platforms. Such shifts to OTAs can cost hotels significant commissions, typically ranging from 15% to 25% of the reservation value.

According to the 2026 Cloudbeds State of Independent Hotels Report, independent hotels gave away 63.4% of bookings to OTAs in 2025. Furthermore, SiteMinder data shows that direct bookings yield an average value of $516, compared to $312 through OTAs, with direct guests often booking higher room categories and spending more on ancillary services.