Rakuten AI Starts Booking Hotels as OTAs Push Chatbots Past Search

Rakuten Travel announced that users can now book hotels through Rakuten AI, its hotel recommendation agent.

The feature is available on the Rakuten Travel smartphone website and app. It lets travelers ask for hotel suggestions in normal language, compare options, choose a stay package, and complete the reservation in one flow.

The tool builds on Rakuten Travel AI Hotel Search, which launched in September 2025. The original version helped users find hotels by using Rakuten’s reviews, booking trends, accommodation data, and available stay plans.

The feature makes booking easier for Rakuten members

For logged-in Rakuten members, the agent can show prices with coupons and discounts already applied. It can also display how many Rakuten Points the traveler will earn from the reservation. Since the user’s Rakuten ID already stores account and payment details, customers do not need to enter the same personal information again during checkout.

Rakuten wants AI to support repeat bookings

Rakuten AI can also use a customer’s booking history. For example, a traveler can ask to book their usual hotel for the next weekend. If the same room or package is not available, the agent can suggest another option with a similar room type and price range.

Travel AI faces a trust test

The move comes as travel companies try to bring AI closer to the booking stage. Many travelers are comfortable using AI for ideas, but booking is more sensitive because it involves dates, payments, personal data, cancellation terms, and room rules. Expedia Group’s April 2026 research found that 68 percent of travelers still prefer to book with trusted travel brands over AI platforms.

Rakuten’s model may help address that concern because the agent works inside Rakuten Travel’s own platform. Users are not handing the booking to an outside chatbot. The AI is connected to Rakuten’s hotel inventory, account system, discounts, and points program, which makes it part of a familiar online travel agency experience.

AI is becoming a stronger entry point for trip planning, but OTAs still want to keep control of checkout. For example, ChatGPT can inspire travelers and help them compare options, while the final booking still usually happens on OTA or supplier websites.

Photo by Jakub Tomasik on Unsplash