HOUSTON, Texas—Hotels risk losing visibility and potential bookings as traveler search behavior shifts beyond traditional search engines to AI platforms, according to research by Access Hospitality. Industry Research Travelers are relying on AI to discover and compare places to stay. Deloitte’s 2026 Travel Industry Outlook cited nearly a quarter of travelers using Gen AI tools for trip planning in late 2025, thrice as many as in 2022. With AI platforms taking on a bigger role in shaping preferences, hotel brands need to be visible earlier in the traveler’s decision-making journey, especially on platforms like ChatGPT, which recorded 73 percent share of AI searches and 891 million monthly users in March 2026. SimilarWeb’s new Gen AI Brand Visibility Index showed that AI use is strongest […]

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