US EditionHotels Shift Focus to Loyalty Programmes to Challenge AI Agents, Booking Platforms: Report
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Hotels Shift Focus to Loyalty Programmes to Challenge AI Agents, Booking Platforms: Report
Major hotel groups have had a longstanding rivalry with online travel agencies (OTAs) over customer bookings, but a new competitor has now entered the arena. With more and more companies offering agentic artificial intelligence (AI) tools that can book a hotel online, hoteliers are reportedly intensifying efforts to win over customers.
Hotel Chains Revamp Loyalty Programs with AI to Drive Direct Bookings
In the ever-evolving world of hospitality, major hotel conglomerates are doubling down on a timeless asset: customer loyalty. As online travel agencies (OTAs) continue to siphon off bookings with hefty commissions, and artificial intelligence-powered agents loom as the next disruptor, chains like Marriott and Hilton are revamping their rewards programs to lure travelers back to direct channels. This strategic pivot isn’t just about perks—it’s a …
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