Agentic hospitality advocates reducing the use of merely decorative artificial intelligence and focusing on AI that makes decisions and executes effective actions.
Online travel agencies (OTAs) are rapidly moving into the realm of artificial intelligence, heralding the dawn of the agentic era. This change will transform the way services are distributed, sold and managed in the hospitality sector. The uncertainty lies in whether hotels will be ready to adapt to this new era.
I would like to present the reader with three levels that, according to my perspective, explain the progress that lies ahead. These stages are distinct: we may currently be in the first stage; at Fitur we will make visible progress towards the second; and the third represents the strategic objective that we will progressively reveal.
Conversation assistant seeking information.
This is a chat that provides answers to data-driven questions without taking any action. Examples of questions include "Do you have a pool?", "What time is check-in?", "What are the rates for February 12?", and "What is my reservation number?". This service can check availability and policies, but is limited to providing information.
Agent that performs specific actions.
The platform not only responds, but also performs several limited actions, such as creating reservations, modifying dates, adding services such as breakfast or parking, processing payments, sending confirmations and updating guest information. These types of operations are transactional, requiring permissions, traceability and error control.
3) Coordination of internal operations and strategic decision-making.
The agent plays a key role in coordinating tasks between the different departments of the hotel. In the medium term, their work contributes to decisions in marketing, distribution and revenue management, using the hotel's data. For example, after a booking, he is responsible for alerting housekeeping about a crib, notifying reception about an early check-in, assigning tasks to housekeeping, informing food and beverage about allergies, updating the CRM and creating reminders. It's not just about managing reservations, it's about setting up the hotel's internal operations.
The approach is not about simply adding artificial intelligence on top of existing systems. It is about developing a technical infrastructure and data architecture that allows any language model or agent to interact and perform actions related to hotel information. This includes making it easier for guests to check availability, access updated rates and confirm reservations, as well as enabling internal operations in hotel systems through natural conversations.
The difference is significant. Many providers are incorporating chatbots and AI capabilities as a simple add-on to their legacy platforms, but creating a proper infrastructure for AI requires rethinking the structure, layout and connection of hotel data. At Neobookings we have been working on this transformation for over a year, aware that it would not be solved with superficial integrations.
In the near future, a large portion of travel searches are expected to be conversational. Travelers are no longer interested in multiple links and parameters; they are looking for direct answers to specific queries, such as "I need a family hotel in Barcelona with a pool, close to the beach, that accepts pets and costs less than 200 euros".
Large online travel agencies (OTAs) are making significant investments and establishing partnerships with key players in artificial intelligence. This represents a risk for hotels, because if someone else takes over the conversation and decision making, it weakens their control over direct distribution.
The Model Context Protocol (MCP) is an open standard designed to facilitate the connection between systems, allowing language models and agents to interact consistently with various tools and information. Its goal is to establish a "common language" that eliminates the need for individual integrations for each model, facilitating communication in the hotel ecosystem, which includes reservations, property management, customer service systems, and additional services such as spa and catering.
To have effective agents, it is essential to have connectivity and data accessible in real time, as well as clear rules, rather than just a superficial appearance.
Neobookings has developed a booking engine that includes a native integration for MCP. This approach is not limited to a simple add-on plugin, but is based on a robust architecture. This allows agents not only to visualize information, but also to interact with consistent data and perform transactions in a predictable manner.
This refers to the user's ability to maintain a fluid conversation with an assistant, allowing the system to carry out all management, such as booking a room, adding services such as spa, arranging transfers, including family packages, making payments and issuing vouchers, using only the hotel's information and not standardized data from third parties.
NeoTalk2Data allows access to hotel intelligence and data through voice or text conversations, eliminating the need for complex dashboards or time-consuming reports. Its purpose is to make it easy for a team to ask questions and get quick answers about inventory, reservations, configuration or performance.
This complements a revenue team by providing speed, context and analysis, which is critical in a constantly changing market.
Morfeo is a "super agent" that integrates with hotel applications such as PMS, channel manager, booking engine, housekeeping and revenue management systems. This system deploys specialized agents for each area, allowing for a more autonomous and coordinated hotel operation.
Morpheus is not limited to being a chatbot that answers questions. It aims to function as an agent that coordinates decisions and carries out actions, anticipating operational needs and suggesting, as well as triggering, the best possible action when necessary.
Communication in the hotel industry has reached a new level of hyper-personalization, benefiting both guests and the internal team. This progress is not the result of chance, but of an effective use of data. The hotels that will succeed in the age of artificial intelligence will be those that manage their information efficiently, avoiding duplicates, silos and inconsistent descriptions of their products in different systems.
It is essential to act to create a single source of truth that includes unduplicated guest profiles, consistent service descriptions across all channels and structured data for easy interpretation by machines. This requires eliminating departmental silos, consolidating dispersed information and maintaining a repository of verified facility, policy and service data.
Intelligent agent integration is essential to stand out in the new distribution ecosystem. It is important to collaborate with technology partners that can use protocols such as MCP and real-time open APIs to be ready.
2026: Technological breakthrough
Each hotel must ask itself a crucial question: are its systems capable of allowing an agent to check actual availability, interpret its complex business rules and make a reservation autonomously?
Hotels that do not implement agentic technology risk losing direct demand in conversations, while their competitors capture it. They face the choice of developing the right infrastructure for artificial intelligence or continuing with makeshift solutions, while others set the industry standard. Failing to make decisions also has consequences.
At Fitur 2026, will unveil the foundations of what is considered the most significant technological breakthrough in the industry in the last 25 years. The transition of artificial intelligence from theory to practice will be shown live, presenting a detailed roadmap to gradually reveal the new capabilities of this super assistant in the coming months.
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