Agentic Hospitality Launches to Boost Hotels Direct Bookings, Compete with OTAs

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Hospitality Net reports that new artificial intelligence powerhouse, Agentic Hospitality, has been officially launched to fundamentally shift the power back to hotels in the battle for guests ‘ bookings. By deploying AI at the core of hotel infrastructure, the company empowers hotels and resorts to reclaim the guest journey, which has long been dominated by Online Travel Agencies (OTAs), and win in the new landscape of AI-driven travel search.

In partnership with the Google for Startups Cloud Program, Agentic Hospitality is directly addressing the digital evolution where consumers are increasingly using AI assistants to discover and book travel. The platform ensures hotels are not just visible but are the preferred choice on these emerging AI-native surfaces.

“Using Agentic Hospitality’s technology for structured markup is a revolutionary approach,” expressed Seliece Womble, the Director of Marketing at The Houstonian Hotel, Club & Spa. “By making our content machine-readable and AI-ready, we’ve secured direct visibility in channels that intermediaries previously controlled,” Womble noted that there was a staggering 91% growth in direct website bookings from 2019 to 2025 during the platform’s pilot phase (as Brewer Digital). “This recovery and growth prove that structured data is no longer optional; it’s the backbone of hospitality distribution.”

Built by Brewer Digital on Google Cloud and VertexAI, Agentic Hospitality Cloud leverages Google’s Gemini Pro to deliver generative AI responses that personalise every guest interaction. It installs a seamless commerce layer to maximise conversion opportunities at every touchpoint. To maintain brand integrity, the platform safeguards every booking with schema enforcement and intelligent checks against brand standards and loyalty rules. A unique “human-in-the-loop” framework ensures hotel operators and revenue leaders remain in control, shifting their role from manual work to strategic oversight. With Agentic Hospitality, AI functions as a reliable partner rather than an uncontrollable unknown entity.

Brad Brewer, Chief AI Officer at Agentic Hospitality, emphasised the critical difference between seeing AI as a gimmick versus a foundation.

“AI is not just another chatbot; it’s infrastructure,” Brewer stated. “Hotels missed the mobile wave, and OTAs capitalised. That mistake cost the industry billions. This time, we are arming hotels to lead the AI shift. We’re providing open systems that make them visible, competitive, and profitable in the channels that matter most.” He added, “We don’t sell features—we deliver AI as the backbone of booking, personalising, and converting every guest signal in real-time.”

According to Breaking Travel News,  Agentic Hospitality’s core products include AgentSite, Travel Operating System (MCP), conversion intelligence engine, schema adapter, booking engine and channel manager.

AgentSite isn’t just a website; it’s a dynamic, AI-powered booking surface. It transforms a static site into an intelligent platform that adapts in real-time to guest signals (like loyalty status or browsing behaviour) to enable “zero-click” conversational booking.

Travel Operating System (MCP) is the central nervous system of the platform. It captures guest intent and translates it into structured booking actions, making a hotel’s rooms, rates, and availability instantly accessible to AI agents and voice assistants. It unifies data from over 700 industry systems (CRS, PMS, CRM, etc.).

The Conversion Intelligence Engine (CIE) is a proprietary engine that turns every guest query into a revenue opportunity by scoring conversion readiness, classifying intent, and even evaluating emotional tone to tailor the perfect offer. At the same time, the Schema Adapter is a critical tool that translates all of a hotel’s content, rates, and availability into the structured, machine-readable language (Schema.org) that AI and search engines require for discovery.

The Booking Engine & Channel Manager facilitate seamless direct bookings with context-aware checkouts (automatically applying loyalty perks or upsells) and manages distribution across 30,000+ partners while enforcing brand and pricing rules.

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The technology introduced by Agentic Hospitality could be a transformative force for the tourism sector in Africa, and specifically in Nigeria. The African hospitality market is rich with unique independent hotels, boutique guesthouses, and small local chains that often lack the massive marketing budgets of international brands. OTAs, while providing visibility, charge high commission fees that erode profits. An AI-driven platform allows these smaller players to compete directly on a global scale by making their unique offerings highly discoverable in AI search results. A hotel in Lagos or a resort in Calabar could appear just as prominently as a global chain brand to a tourist in London planning a trip.

By driving more direct bookings, this technology ensures that a significantly larger portion of the revenue stays with the hotel and, by extension, within the local economy. This is a crucial shift from the current model, where foreign-owned OTAs capture a substantial percentage of tourism spending. Increased revenue for local hotels can fund expansion, improve staff wages, and increase investment in local services and suppliers.

AI can be used to create hyper-personalised travel itineraries. A Nigerian hotel could leverage the platform to offer guests experiences tailored to their interests, such as connecting them with local tour guides for a visit to the Lekki Conservation Centre, recommending authentic local restaurants, or providing information on cultural festivals like the Eyo Festival. This goes beyond just booking a room; it sells a complete, authentic Nigerian experience, which is a powerful differentiator.

Much of Africa, including Nigeria, is a mobile-first continent. Many consumers skipped the desktop era and went straight to mobile. This creates a unique opportunity to leapfrog again, bypassing the clunky, mobile-unfriendly booking systems of the past and adopting AI-native conversational commerce directly. This aligns perfectly with existing user behaviour, potentially leading to faster adoption and higher conversion rates.

 

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FAQs

1. What is Agentic Hospitality in simple terms?

Agentic Hospitality is a new technology company that provides hotels with an advanced AI platform. Its main goal is to help hotels get more direct bookings and rely less on Online Travel Agencies (OTAs) by making them easily discoverable and bookable through new AI search tools like Gemini and ChatGPT.

2. How is this different from the chatbots I see on hotel websites?

A simple chatbot can only answer pre-programmed questions. Agentic Hospitality is far more advanced; it is a foundational AI infrastructure. It doesn’t just answer questions—it understands. The system personalises the entire website experience in real-time based on guest intent. Connects to the hotel’s core booking systems and manages distribution across all channels to maximise revenue.

3. Who are OTAs, and why is competing with them so important?

OTAs, or Online Travel Agencies, are third-party websites like Booking.com, Expedia, and Hotels.ng that sell hotel rooms for a commission. While they provide visibility, these commissions (often 15-25%) cut deeply into a hotel’s profits. Competing effectively allows hotels to build a direct relationship with their guests and keep more of the revenue they earn.

4. What is the main benefit for my hotel if I use this platform?

The primary benefits are increased direct bookings and higher profitability. By making your hotel a top result in AI-driven searches and creating a seamless, personalised booking process, the platform helps you capture guests directly, reducing the high commission fees paid to OTAs and increasing your overall revenue.

5. Do I need to be an AI expert to use Agentic Hospitality?

No. The platform is designed with a “human-in-the-loop” framework. This means it handles the complex AI operations in the background while keeping hotel managers and revenue leaders in strategic control. It acts as an intelligent assistant, allowing your team to focus on strategy rather than manual execution, without requiring deep technical expertise.