Not to be outdone, OpenAI is now deep in the trenches with Booking.com, helping the travel giant test how generative AI can actually improve search and planning. It’s not just about typing “hotels in Paris” and getting a list—it’s more like, “Family of four, Northern Europe, likes craft beer, mid-budget—go!” And then the AI does its thing. These “agentic” experiences (yep, that buzzword again) are still early, but they’re shifting traveler behavior. People start typing longer, richer prompts because they’re starting to believe the tool can handle it. For hotels, this could reshape how and where your property even shows up in a traveler’s journey.
Is AI the Next OTA?
February 17, 2026
