TL;DR: AI agents like ChatGPT and Gemini are evolving into full-fledged travel concierges that are capable of researching hotels, recommending properties, and even completing bookings for travelers. Boutique hotels that don’t adapt risk being left out of the conversation altogether. This post explains how these agents work, why they favor OTAs, and what hotel marketers can do to reclaim visibility and reduce third-party booking fees. The Rise of AI Travel Agents (and Why It Matters Now) As discussed in previous posts, the way people plan trips is changing fast. AI-powered agents like those found in ChatGPT, Google Gemini, Perplexity, and even in-app assistants from Expedia and Booking.com are no longer just tools for research. They’re becoming intelligent, proactive travel concierges that can research options, compare prices, answer questions, and book hotel stays on behalf of the user, all from a single conversation. For boutique hotel owners and marketers, this is