Hilton Isn’t ‘Blocking’ New AI Agents. But They Can’t Always Get In.
Hilton's CEO says he wants to make booking through AI agents easy. For now, Meta's Muse struggles to pull a price from hotel group sites, and OTAs may remain an easier door.
International news in seven languages
Topic
Hilton's CEO says he wants to make booking through AI agents easy. For now, Meta's Muse struggles to pull a price from hotel group sites, and OTAs may remain an easier door.
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.
Instinct got travel's attention by handling bookings via text message. Now the real question is whether it can turn that volume into revenue — and travel may be the test case.
AI Hospitality Group (AIHG) wants to run full-service hotels with more tech and fewer managers, plus a fee tied to profit growth instead of the usual top-line revenue.