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New dimensions of artificial intelligence in the hospitality industry: essential aspects to understand the future.
The advent of generative artificial intelligence is rapidly changing the way travelers search for and book accommodations. Sonia Mateos, leader of Neobookings, mentioned this in her presentation at TecnoHotel OnTour Valencia, warning that hotels are in an unfavorable position against large online travel agencies if they do not take action in an agile way.
According to the above, Google Chrome took 17 years to reach 3.83 billion users, while ChatGPT has surpassed 800 million weekly users in less than three years. It is estimated that by 2026, chatbots will surpass the 1 billion user mark. "We are witnessing the fastest technological revolution in history," he said.
From clicks to interaction: the age of conversation begins
Mateos pointed out that users are no longer limited to exploring links, but now interact with intelligent agents that are able to suggest hotels and even make reservations without the need to visit a website.
"A visitor can simply request: 'Find a hotel in the center of Valencia for two people and with parking,' and the booking process can be finalized directly in the chat," he detailed.
On the other hand, major industry players have already taken a position.
"The OTAs are the ones that have the most advantages in the current situation. The question is whether we hotels will manage to participate in these discussions or whether there will only be room for them," he warned.
MCP: the "universal connector" that facilitates hotel communication
In this context, Mateos emphasized the advantage of the MCP (Model Context Protocol), a standard that allows conversational agents to directly access hotel information.
"The MCP presents our hotel in real time to chatbots. It's not just a chatbot that provides answers; it's an intelligent agent that can take actions and manage reservations, all connected to our reservation system," he commented.
According to what was indicated, it will be the hotel's reservation system, and not the hotel itself, that will be responsible for carrying out this integration.
What actions can hotels take today
Although many advanced integrations are not yet in place in Europe, Mateos emphasized that hotels still have opportunities for immediate action.
The most important suggestion is to start experimenting right away. "Use ChatGPT or your chatbot of choice to search for your hotel and see if it comes up. If it doesn't, there's homework to be done," he stressed.
Neobookings launches its agent-based booking system. At the presentation, the company showcased a live demonstration of its innovative technology, which enables a fully conversational, click-free booking process. In the demonstration, a user requests information about a specific hotel, along with dates and a promotional code. The system queries availability and rates, collects the necessary information and completes the booking, all within the same chat.
"This process will move forward at great speed. It will become more visual, more intuitive and more agile. However, it is already in place," he said. The connection with payment systems such as Apple Pay will be implemented when European legislation allows it.
"This is not just a trend: we are facing the fourth industrial revolution." In conclusion, Mateos stressed that artificial intelligence is not ephemeral: "AI represents a fundamental change. The new interfaces will not be applications or websites, but conversational agents. Online travel agencies and large companies are already moving forward, and we, as hotels and suppliers, must also act to safeguard our direct sales."
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