Booking Says AI Could Reshape Who Controls Hotel Bookings Next

Booking Holdings says AI platforms such as Google’s Gemini and ChatGPT could become powerful new gatekeepers in hotel distribution, a view shared by CEO Glenn Fogel.

Travelers may increasingly start their hotel search inside AI tools, instead of going directly to hotel websites, online travel agencies, or traditional search pages.

AI platforms are moving closer to the travel booking decision

Google is already moving further into AI-assisted travel planning. Its travel tools can help users build itineraries, explore destinations, and track hotel prices. Google is becoming more useful at the early decision stage, when travelers are choosing where to go and where to stay.

OpenAI is moving in a similar direction. In October 2025, it introduced apps in ChatGPT and included Booking.com among its early partners, showing that travel search and comparison are starting to move into AI chat environments as well.

Independent hotels may be the most exposed

Smaller hotels could face the biggest challenge if this shift continues. Glenn Fogel has said that independent hotels account for the vast majority of Booking.com’s room nights, while the largest hotel chains make up only a relatively small share. These smaller properties often do not have the same brand recognition, loyalty programs, technology budgets, or direct traffic as major chains.

If AI tools become a main place where travelers ask broad questions such as where to stay, smaller hotels may again struggle to stay visible on their own.

AI makes travel connectivity and data quality more important

As AI platforms move deeper into hotel search and trip planning, the underlying travel infrastructure becomes even more important. Hotels and intermediaries will need clean content, live availability, accurate pricing, and reliable connectivity across channels if they want to stay visible in AI-driven shopping flows.

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