What's Happening?
Agentic Hospitality, led by Co-Founder and Chief AI Officer Brad Brewer, is pioneering a new approach to hotel distribution using artificial intelligence. At the upcoming Destination AI – Hospitality Summit 2025, Brewer will present a keynote on how hotels can regain control over guest data and booking channels through three strategic actions: Retain, Reclaim, and Reinforce. The company’s AI-driven platforms, such as the Agentic Hospitality Cloud and AgentSite, are designed to help hotels bypass traditional online travel agencies (OTAs) and foster direct, personalized revenue streams. Brewer emphasizes the importance of hotels owning their guest interactions and data, which have historically been monetized by third-party platforms. By adopting the Model Context Protocol (MCP), hotels can enhance their booking processes and build long-term loyalty with guests.
Why It's Important?
The shift towards AI-driven hotel distribution is significant for the hospitality industry, as it offers a pathway for hotels to reduce dependency on OTAs and increase profitability through direct bookings. This approach not only strengthens the financial resilience of hotels but also enhances guest loyalty by providing personalized experiences. The ability to control guest data and booking channels is crucial for hotels seeking to compete with global platforms. As AI technology continues to evolve, hotels that embrace these innovations stand to gain a competitive edge, potentially reshaping the landscape of hotel distribution and guest relationship management.
What's Next?
Agentic Hospitality plans to showcase real-world examples of AI-native surfaces and loyalty portability at the Destination AI session, illustrating how even small properties can compete with major platforms. Brewer predicts that by 2026, an independent hotel will achieve one billion loyalty-aware interactions, driven by open MCP distribution. Hotels are encouraged to adopt MCP and deploy AgentSite to capitalize on AI-ready booking flows and break free from OTA dependency. The upcoming summit will provide further insights into these strategies and their potential impact on the hospitality industry.
Beyond the Headlines
The adoption of AI in hotel distribution raises ethical and regulatory considerations, particularly regarding data privacy and guest consent. As hotels gain more control over guest data, they must navigate these challenges responsibly to maintain trust and compliance. Additionally, the shift towards AI-driven personalization may influence cultural expectations around guest experiences, potentially leading to new standards in hospitality service delivery.
