Artificial intelligence (AI) is poised to transform the hotel booking industry, as revealed in a new report by ZentrumHub. The report, "Hotel Distribution 2026," highlights that AI agents are beginning to book hotel rooms, potentially handling 58% of online travel agency (OTA) bookings by the end of 2027. This shift is based on data from over 15 million real bookings made through 90 OTAs in the past year.
ZentrumHub, a hotel technology company, connects travel businesses to 100 hotel suppliers via a single API. The report underscores the efficiency of AI agents, which can search, compare, and book accommodations on behalf of travellers. Unlike human users, AI agents prioritise speed and data accuracy over browsing through images. Abhinav Sinha, Co-Founder and CEO of ZentrumHub, stated, "If your inventory is slow or messy, the agent simply picks someone else."
The 22-slide report also details how travellers across generations are embracing AI for trip planning. It identifies the platforms and payment systems that are shaping this new AI-driven landscape and advises travel companies on necessary improvements to remain competitive.
ZentrumHub's report is available for free download, offering insights without any sales obligations. The company supports online travel agencies, travel agents, and destination management companies (DMCs) in scaling their hotel room sales, connecting them to 9 million properties across 15 countries. As AI continues to integrate into the travel sector, businesses must adapt to maintain their edge in this evolving market
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
