AI hits hotels where it hurts: distribution

When someone asks where artificial intelligence actually shows up in hotels, don't think robot receptionists or digital keys. Marriott CEO Anthony Capuano has a clear answer: the biggest impact is on distribution, on how travelers discover and book rooms online. Skift reported it, and I find it an honest take. It's not hype, it's the frontline where visibility is decided.

What does that mean in practice? AI is rewriting the rules of sales channels, from OTAs to direct booking through voice assistants. For any hotel revenue director, this is a wake-up call: those who don't understand how AI filters, ranks, and recommends will be left out of the equation. And mind you, not just at Marriott. This trend will spread across the industry.

My take: less fear of AI taking our jobs, more attention to how it changes the storefront. If guests no longer search like before, but ask an AI, your hotel profile, photos, reviews, and rates must be optimized for that new conversation. The opportunity is huge for those who adapt their distribution and revenue management to this new era.