What AI Agents like OpenAI’s Operator Mean for Hotel Bookings
AI developments keep arriving at a fast pace, introducing new tools that change how we interact with technology. One recent example is OpenAI’s Operator, an AI agent capable of handling tasks that people usually do themselves—such as booking hotels. This shift prompts a fresh look at how travelers find and reserve accommodations and what that means for hotels.
What is OpenAI’s Operator?
Operator is an AI-powered digital agent that interacts with websites just like a human user. It uses a browser to visit pages, click buttons, fill forms, and scroll, all without needing special API connections. Users can take control anytime or assist Operator when login or payment steps arise.
Unlike typical search engines or AI assistants that only provide information, Operator can complete actions. Whether it’s booking a hotel room, reserving a table, or purchasing event tickets, Operator handles the entire process. Currently, it’s available as a research preview for OpenAI Pro users in the U.S., offering a glimpse into how travel bookings might evolve.
What AI Agents Mean for Hoteliers
From Passive Search to Active Booking
Travelers typically compare multiple sites and reviews before booking. Operator shortens this process by taking clear instructions and autonomously searching, comparing, and booking hotels based on preferences. For example, a user could instruct it to “book the highest-rated, pet-friendly boutique hotel in Paris under $300, including breakfast,” and Operator does the rest.
Changing Digital Visibility
With AI agents choosing hotels instead of humans searching manually, hotels will need to attract not just guests but AI systems. This raises new questions about how AI prioritizes hotels, which sites it prefers, and what content influences its choices. Optimizing your website for AI interaction is becoming crucial to stay visible.
Currently, Operator requires manual input and is more experimental than mainstream. However, this could affect search engines and advertising effectiveness, as users bypass traditional searches and interact directly with AI agents.
Challenges for Hotels
- Decline in Direct Bookings: AI agents may favor OTAs like Booking.com or Expedia, increasing hotel dependency on these platforms and their commissions.
Action: Make your direct booking engine user-friendly, offer customization options, and incentives like exclusive rates or perks to encourage booking directly. - API-less Interaction: Operator doesn’t rely on APIs, so traditional integrations matter less. Instead, your website must be easy for AI agents to navigate.
Action: Use clear layouts, structured data, and test how AI agents interact with your booking process. - Brand Recognition Shifts: AI agents may lean on past user behavior, favoring known brands over new ones.
Action: Strengthen brand awareness and use AI-driven personalization to build strong guest relationships before AI booking becomes widespread.
Opportunities for Hotels
- Enhanced Guest Experience: AI assistants could help hotels deliver highly personalized stays by remembering preferences and past visits. Collecting and managing first-party guest data is key to this advantage.
- Reduced Booking Friction: If your booking system is AI-friendly, Operator can boost conversion rates by handling the process quickly and smoothly. Clear pricing and policies help AI make confident booking decisions.
- Dynamic Pricing Benefits: Operator will compare prices across platforms, making real-time pricing essential. Hotels using AI-powered revenue management systems to adjust rates dynamically will perform better. For example, Ligula Hospitality Group automates thousands of prices and vouchers using such systems, improving efficiency.
How to Prepare Your Hotel
Operator offers a preview of AI’s role in future travel bookings. To stay competitive, hotels need platforms that support seamless connection with AI-driven booking agents. Cloud-based systems with open APIs, automated check-ins, dynamic pricing, and real-time updates will be essential to meet the speed and expectations of AI bookings.
For those interested in the intersection of AI and hospitality technology, exploring training and resources on AI tools can provide a helpful edge. Platforms like Complete AI Training offer focused courses that cover AI applications in various industries, including hospitality.
About Mews
Mews powers over 12,500 customers across 85+ countries with its cloud-based hospitality platform. It helps modern hoteliers streamline operations, improve guest experiences, and increase profitability. Clients include BWH Hotels, Strawberry, The Social Hub, and Airelles Collection. Mews has been recognized as Best PMS in 2024 and 2025 and ranked among the Best Places to Work in Hotel Tech multiple times. The company has raised $410 million from investors like Goldman Sachs, Kinnevik, and Tiger Global to support its mission to modernize hospitality.
