Lighthouse Adds AI Tool to Help Hotels Price Rooms Faster

Lighthouse launched Ernest, introducing a new AI assistant for hotel teams that manage revenue, marketing, sales, and distribution.

The product is built to help hotels understand commercial data faster and decide what to do next. Teams can ask Ernest questions about market demand, room pricing, competitor activity, or campaign results, instead of manually checking different reports before taking action.

The launch targets a practical hotel problem

Hotels make commercial decisions in a fast-changing environment. Room prices can change daily, demand can rise or fall quickly, and online travel agencies can affect how much business a property receives.

Because of this, revenue and sales teams need more than static reports. They need tools that explain what is changing and why it matters. Ernest is Lighthouse’s attempt to turn hotel data into clearer recommendations that teams can use in daily planning.

Human approval remains central

Lighthouse is not presenting Ernest as a tool that should fully control hotel pricing. The company says the assistant can suggest actions, while hotels keep approval rules and oversight.

That distinction is important. Pricing, distribution, and marketing decisions can directly affect revenue and brand control. Hotels may be interested in AI, but they still need to understand the reasoning behind recommendations before trusting the system with sensitive commercial tasks.

Lighthouse is expanding its role in hospitality tech

The Ernest launch comes as Lighthouse continues to move beyond its original rate-shopping and market intelligence business. The company, formerly known as OTA Insight, rebranded in 2023 and has been building a wider commercial platform for hotels.

Its recent moves show that strategy. Lighthouse raised about $370M in a Series C round led by KKR in 2024, acquired The Hotels Network in 2025, and later introduced Connect AI to help hotels appear in AI-powered travel search and booking environments. Those steps point to a bigger goal: helping hotels manage demand from discovery to booking and revenue decisions.

The Ernest launch also connects with Lighthouse’s wider AI strategy. Recently, Lighthouse launched The Hotels Network app in ChatGPT, using Connect AI to help hotels appear in AI search with verified content, live rates, and direct booking links.

Photo by Javian Salmon on Unsplash