Leveraging MCP, Hotel Content, and AI Tools to Maximize Direct Bookings

In this report HTNG 100 emphasizes the transformative role of AI in hotel bookings, highlighting tools like Large Language Models and AI agents, which are reshaping how travelers search and book accommodations. A key focus is the Model Context Protocol (MCP), a new standard aiding direct connections between hotel systems and AI platforms. This development empowers hotels to control data accuracy, boost visibility, and enhance guest engagement by ensuring AI systems have real-time access to availability, rates, and inventory (ARI) information.

To capitalize on these advances, this guide encourages hoteliers to optimize content accessibility for AI by updating websites to be crawler-friendly and integrating their systems with MCP. This dual strategy aims to increase direct bookings, maintain competitiveness, and build stronger guest relationships by leveraging AI tools for personalized interactions and seamless booking experiences. By staying proactive and informed, hotels can effectively navigate and influence the evolving landscape of AI-driven travel search and bookings.