Hospitality needs to treat AI agents like a new channel, not a new feature

AI agents are moving beyond chat and into booking, loyalty, and guest-service flows. For hospitality operators, the upside is real, but so is the need to rethink permissions, fraud controls, and what “direct” booking means. Hospitality has spent years adapting to new digital middlemen. Search changed discovery. OTAs changed margins. Metasearch changed the comparison. Now […] The post Hospitality needs to treat AI agents like a new channel, not a new feature appeared first on e27.