AI shopping assistants are already querying hotel inventory in real time, and most properties aren't structured to answer back. The hotels that treat this as a "tech project" are going to learn the difference between being bookable and being invisible.
Lighthouse just launched a direct booking app inside ChatGPT that lets hotels bypass OTA commissions entirely. But the timing is weird, the platform is already backing away from transactions, and the real question is whether this actually helps the 90-key independent or just gives enterprise chains another toy.
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