HOTELS will be able to secure more direct bookings and bypass online travel agents (OTAs) using a new AI-powered platform that has been revealed this week.
Known as DirectBooker, the new service aims to funnel hotel data and listings directly into popular AI tools ChatGPT and Gemini, creating a direct booking link to consumers and disrupting the hotel booking process.
Backing the new venture are former TripAdvisor CEO Steve Kaufer and Google Travel boss Richard Holden (pictured), with Sanjay Vakil, who worked at both organisations, leading the effort.
The impetus behind the new technology venture is to help hotels offer better rates to consumers by using AI to facilitate a direct chat link with travellers and avoid paying heavy commissions to OTAs.
For its success, DirectBooker is hoping travellers will eventually put more faith in AI to make more complete travel bookings, beyond simply generating travel inspiration and itinerary ideas.
“The default behaviour is going to be for the OTAs to win again and I would like to head off that outcome,” Vakil said.
DirectBooker is still in the pre-product stage but has so far secured US$2 million in pre-seed funding despite not having any hotel group partnerships.
The formation of DirectBooker arrives in the same month that ChatGPT’s Agent functionality launched in Australia (TD 21 Jul), allowing users to compare and book flights, hotels and other travel products and services.
Expedia declined to comment on the new start-up. ML
