Can hotels sell directly on ChatGPT?

In recent weeks, a question has arisen that many hospitality professionals are asking: can hotels sell directly on ChatGPT?

With the popularity of artificial intelligence-based assistants and third-party app integration, the curiosity is understandable. But the current reality is more complex than it seems.

OTAs are already present... but direct hotels, not so much.

Today, many OTAs (Online Travel Agencies) have already found ways to integrate with ChatGPT through their own applications. This means that users can check hotel availability and prices through the wizard, but the individual hotel does not appear directly unless it is within a specific app installed by the user.

This creates a key scenario:

• The direct presence of a hotel as a brand within ChatGPT does not yet exist for most.
• For it to work, the end customer would have to install the hotel's app, something that is not a mass behavior.

In other words, it is not enough to "be on ChatGPT": you need an ecosystem of apps and users downloading them.

Emerging integration models

Some technology companies have developed strategies to overcome this limitation:

• They group hotels within their own app.
• They integrate all their clients' information in that app.
• Sell reservations on commission through ChatGPT, using the app as a bridge.

A well-known example in the industry is Lighthouse, which offers this type of solution. But it is important to note that the end user is rarely aware of the app; its installation is still indispensable.

Why this matters for hotels

While the technology promises to open up new sales channels, there are barriers to adoption and visibility that hotels need to be aware of:

• User behavior: few people install individual hotel apps just to interact with ChatGPT.
• Dependence on third parties: being present requires the mediation of an app, which implies commission and limited control over the experience.
• Direct sales strategy: without preparation, "being on ChatGPT" does not automatically translate into bookings.

Future scenarios: preparation and strategy

The question should not just be "am I already on ChatGPT?" but:

• Are we prepared for a scenario where AI assistants are a real sales channel?
• Do we have a plan to integrate directly or through platforms that aggregate our hotels?
• Is our direct sales and loyalty strategy adapted to this new technological environment?

At Aibo, we believe that AI does not replace hotel strategy, but rather amplifies it. Anticipating and planning with vision is key to not being left behind.

In conclusion

Hotels are not yet able to sell directly on ChatGPT on a massive scale. But the environment is evolving rapidly, and strategic planning today will determine who will be ready when this channel becomes relevant.