The Direct Channel

Navigating the AI era of hotel distribution. From AI-powered search to direct booking mastery—insights on breaking free from OTAs and winning the future of hotel distribution.

DirectBooker creates an MCP endpoint to provide supplier data to AI foundation models

Winning in the AI Era: How hotels can break free from OTA Dependence

ByRichard Holden, Steve Kaufer, Sanjay Vakil

8 min read

Published: Jun 24, 2025

As AI becomes the new entry point for travel search, hotels have a once-in-a-generation opportunity to escape OTA commissions and reconnect with the 70% of travelers who prefer to book direct. By leveraging the Model Context Protocol, hotels can compete at scale.