Agentic Hospitality, a new player redefining hotel distribution at the infrastructure level, had its official debut. Its platform empowers hotels and resorts to reclaim control of the guest journey—long dominated by OTAs—by boosting visibility and enabling direct bookings. In partnership with the Google for Startups Cloud Program, the company is helping hotels stay competitive on emerging AI-native surfaces that are rapidly transforming how travelers search and book.

“Structured markup with Agentic Hospitality’s Schema Adapter and AgentSite has been a breakthrough,” said Seliece Womble, Director of Marketing at The Houstonian Hotel, Club & Spa.

“By making our content AI-ready, we’ve gained direct visibility in channels previously controlled by intermediaries. Between 2019 and 2025, our direct website bookings grew 91%—proof that structured data is no longer optional but the backbone of hospitality distribution.”

Developed by Brewer Digital on Google Cloud + Vertex AI, Agentic Hospitality Cloud leverages Gemini Pro to deliver personalized generative AI responses while embedding a commerce layer that maximizes conversion at every touchpoint. Its framework safeguards booking flows with schema enforcement, MCP context checks, and Conversion Intelligence Engine scoring, ensuring automation stays aligned with brand standards and loyalty rules. A human-in-the-loop design keeps operators involved at key checkpoints, shifting their focus from manual execution to strategic oversight—positioning AI as a trusted assistant, not a black box.

“AI is not a chatbot—it’s infrastructure,” emphasized Brad Brewer, Chief AI Officer at Agentic Hospitality.

“Hotels missed the mobile wave, and OTAs didn’t—that mistake cost billions. This time, we’re making sure hotels lead the AI shift by deploying open protocols and systems that keep them visible, competitive, and profitable.”

From Desktop to AI-Native Surfaces: A Seismic Shift

• 2000s – Desktop Era: OTAs rose through SEO, email marketing, and paid search.
• 2010s – Mobile Acceleration: Smartphones surged, but hotels were slow to adapt, leaving OTAs to solidify market share.
• 2020s – Mobile Dominance: Nearly 70% of travel sessions are mobile-first, with OTAs capitalizing on app dominance and loyalty programs.
• 2026+ – AI-Native Era: Generative AI platforms like ChatGPT, Gemini, and Perplexity are projected to resolve 90% of informational queries by late 2026. High-intent transactional queries will become the battleground for direct engagement—representing revenue opportunities with no incremental media spend.

In this new era, success will depend on inspiring generative storytelling and seamless conversational commerce. Agentic Hospitality Cloud, layered onto legacy systems with its proprietary AgentSite CMS, is designed to deliver exactly that—boosting conversion rates and lifetime guest value.

READ MORE: The Hotel Price War in 2025: Can Direct Bookings Beat OTAs?

Core Products

• AgentSite CMS: Converts static hotel websites into dynamic, AI-personalized booking surfaces integrated with Google’s ecosystem.
• Travel Operating System (MCP): Translates guest signals (intent, loyalty, context) into structured booking actions accessible to AI agents, voice assistants, and generative search.
• Conversion Intelligence Engine: Orchestrates every guest query with SAR scoring, intent classification, semantic analysis, and Schema Adapter conversions.
• Booking Engine Adapter: Streamlines direct bookings with contextual checkouts, loyalty integration, and upsell optimization.
• Channel Manager: Connects to 30,000+ OTA and wholesale partners while enforcing brand, pricing, and loyalty rules.

Regulatory Tailwinds & Market Shifts

Structural bias in favor of OTA XML feeds has long disadvantaged hotels. Still, regulations such as the EU Digital Markets Act (DMA) are pushing platforms toward open APIs—setting a global precedent. To stay visible, hotels must deploy MCP-ready AgentSite endpoints now, before AI-native distribution becomes the standard.

Example High-Intent Queries Already Emerging

• “What are the best family vacation packages in Orlando that include outdoor activities?”
• “What are popular times to visit the Smoky Mountains for cabin stays?”
• “What are the best romantic getaways for Valentine’s Day?”

The Future of Direct Bookings

“This isn’t about building another OTA or chatbot,” Brewer concluded. “It’s about giving hotels control of their digital pipelines. Build once. Serve everywhere. Own your pipeline. That’s the promise of Agentic Hospitality.”