AI is quickly becoming the travel industry’s new gatekeeper. According to Accenture’s Consumer Pulse Survey 2025, over 70% of travelers now use AI tools to plan trips, and 75% say they’d let AI agents book on their behalf. For STR hosts and property managers, that means one thing: traditional channels like OTAs and Google won’t be enough.
AI assistants (think ChatGPT with travel integrations) are curating itineraries, pulling from loyalty programs, past booking behavior, local events, and real-time pricing. If your listings and direct booking website aren’t optimized for these platforms with structured, accurate data, you’re invisible.
And travelers want more than a place to stay, they expect personalization and proactivity. Ninety-three percent of active AI users want experiences tailored to their needs, and 42% will switch brands if another provider can proactively suggest better options. This creates a clear opportunity for hosts to design curated, story-driven packages that are available exclusively through direct booking sites. Things like a “local artisan weekend” or “wellness escape” that AI agents can recommend to travelers.
Price, meanwhile, is losing power as a differentiator. AI comparison engines make it easy to find “average” stays, but travelers are 1.7x more willing to pay more for properties offering emotionally engaging, personalized experiences.
Tips for Hosts and Property Managers
- Expand Beyond OTAs: Keep distributing listings across major OTAs, but add additional focus to your direct booking site and niche platforms (luxury, last-minute, or event-focused). Integrate your property data into emerging AI-powered travel marketplaces and loyalty networks.
- Get AI-Ready for Bookings: Within 12–24 months, AI agents will handle a significant share of bookings. Make sure your pricing, availability, and policies are structured for AI agents to access via APIs or channel managers.
- Use AI to Build Loyalty: Launch a direct booking loyalty program with perks like story-driven packages, or free late checkout. Use AI tools to segment past guests and target them with personalized offers during low-demand periods or local event spikes.
Bottom Line
“AI for guest messaging” is already here. But In the coming year, we’re predicting that STR operators who embrace AI as a distribution channel, not just for guest messaging, will capture market share. And operators that don't adapt may be left wondering why their occupancy rates are decreasing.
