AI drives direct bookings and faster guest response for hotels

Data from Lighthouse shows that after ChatGPT began embedding outbound links to hotel websites on May 7, 2025, AI‑generated referral traffic to hotel sites jumped more than 50% within weeks. AI referrals now account for just under 1% of total hotel website visits, with travelers arriving from AI answers being closer to booking and bypassing OTA commissions. Independent hoteliers are urged to ensure accurate online information and a strong direct‑booking setup to capture this commission‑free traffic.

Radisson Hotel Group deployed two separate AI solutions. An AI chatbot integrated with ReviewPro resolved over 80% of routine guest inquiries, providing instant answers around the clock. Later, an AI email agent (Alex) and multilingual voice agent (Mandy) automated RFP handling, cutting proposal turnaround time by 59%, more than doubling response rates and lifting lead‑to‑quote conversion by 80%. These tools streamlined guest communication and event‑sales processes without replacing human decision‑making.