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The hospitality industry is entering a new era of digital transformation. By the end of 2026, Milestone’s research across more than 3,500 websites predicts that half of all search traffic will f low through AI engines such as ChatGPT, Google AI Overviews, Bing Copilot, and Perplexity.
This represents a fundamental change in how guests discover and evaluate hotels. Instead of browsing through dozens of links, travelers will increasingly expect direct, conversational responses that provide recommendations, itineraries, and booking options.
For hotel executives, the implications are clear:
- Traditional SEO is no longer sufficient. Visibility in AI-powered search is essential.
- Guest expectations are rising. Personalization, instant answers, and seamless booking are now baseline requirements.
- The entire customer journey must be reimagined. From discovery to purchase, hotels need AI-native platforms that automate and personalize interactions.
This eBook provides a roadmap for hoteliers to future-proof their digital strategies
Read the full report here: ebook-how-ai-is-changing-hospitality-customer-journey