Hotels Push ChatGPT Integrations as AI Search Becomes Bookable

Hotels are increasingly pushing their technology partners to integrate live rates and availability into AI-based search platforms such as ChatGPT, Gemini and Perplexity, aiming to drive more direct bookings. Until now, AI travel searches have mostly surfaced descriptive content and referral links, but with OpenAI’s recent launch of “ChatGPT apps,” industry leaders expect real-time pricing and bookable inventory to follow — a shift that could significantly reshape hotel distribution.

One startup preparing for this shift is DirectBooker, which is already working with booking engine Mirai and property management system Eviivo, with additional partners to be announced. Backed by former Tripadvisor CEO Stephen Kaufer and former Google Travel chief Richard Holden, DirectBooker aims to feed live hotel data directly into AI search results and route travelers straight to a hotel’s booking engine — bypassing online travel agencies and their commissions.

Other vendors, including The Hotels Network and Apaleo, are building similar integrations. Apaleo is developing a “market-facing agent” that allows hotels to launch their own ChatGPT app with live room availability and bookable inventory.

The move comes as travelers increasingly express fatigue with traditional search behavior. Research from Expedia found the average traveler views around 141 pages of travel content before booking. AI-driven search could personalize and shorten that process.

Hotel operators are taking note. The Gilpin Hotel & Lake House in the U.K. recently saw ChatGPT emerge in its top referral sources for the first time. Short-term rental brand Casago says franchisees are already asking how to ensure their homes appear in AI-driven search recommendations.

However, consultants caution hotels not to chase AI trends without ensuring their own content and booking systems are up to date. “AI is only as good as the data it’s trained on,” said Liutauras Vaitkevicius. “Hotels must keep refreshing their content and inventory to stay visible.”

Industry insiders agree that bookable AI search is coming — but timing remains uncertain. As DirectBooker’s CEO Sanjay Vakil said, “It’s early days. When ChatGPT opens the ecosystem wider, we intend to be ready.”

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Hotels Push ChatGPT Integrations as AI Search Becomes Bookable

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