Hoteliers, Watch This Video: How AI Is Already Booking Rooms for Your Guests Almost Without Any Human Intervention.

Dear hotelier, it’s time to open your eyes to what’s happening! Many hoteliers don’t even realize that some bookings already come from Agentic AI acting on behalf of travelers. If you’re skeptical, just watch the video at the top of this article.

Today, and for some time now, a new generation of AI assistants, also known as "Agentic AIs", can perform specific actions on your behalf autonomously. They can search for the perfect hotel based on your client's preferences, navigate booking websites independently, choose dates, fill out guest details, and carry the reservation almost to completion, all without any effort from the client.

And it doesn’t stop there. The client can ask for activity suggestions, off-the-beaten-path itineraries, restaurant recommendations with specific times and days, just like speaking to a travel agent.

The results? They’re surprisingly accurate and reliable. In fact, OpenAI (the creators of ChatGPT) are focusing heavily on building trust, and they’re improving fast. No surprise, since these systems are constantly learning through machine learning and deep learning.

Unlike Google, where top search results often go to those who pay the most through SEO and PP, here, payment isn’t even an option yet. For now, the answer from the AI is based on what’s truly best for the user, not who paid to be seen first.

As Sam Altman put it in a November 2025 interview: “We won’t take money to rank a worse hotel above a better one. That kills trust.” (watch the interview video here on our linkedin post: https://www.linkedin.com/feed/update/urn:li:activity:7401664662347636736)

Thanks to ChatGPT’s Agent Mode, this future is already here. The AI can open a virtual browser, search for rooms, apply price and availability filters, and prepare the reservatio, stopping just before the final step. The customer only needs to step in for login or payment, if required.

Many hoteliers don’t even realize that some bookings already come from AI assistants acting on behalf of travelers. These AIs simulate human behavior, browsing your website or booking channels just like any other customer.

Some website analytics tools, like those from Wix an many others, already allow you to see who’s interacting with your site and whether it’s a human or an AI. This opens the door to valuable insights for AEO and GEO, and helps you understand how AI-friendly your website really is.

Right now, Agent Mode can complete many steps by itself: navigating websites, filling out forms, setting filters, and setting up bookings.

However, to protect user security and privacy, the AI agent typically pauses before taking any sensitive or irreversible action, like entering payment information, solving CAPTCHAs, or logging into secure areas, prompting the user to either take over or give the go-ahead before moving forward.

In the video, Agent Mode successfully made the booking directly on the hotel’s official website, taking advantage of a great Black Friday offer, something that made me really happy and boosted my confidence in this AI. Still, it's hard to say whether the credit truly goes to the hotel, or if the result was influenced by the fact that this demo happened on a day when Booking and several other websites were down due to cyber issues.

Unfortunately, it's important to highlight that in most cases, when you run the same test, the booking will likely go through Booking, Expedia, or another OTA. That’s because AIs love structured data, it makes everything more efficient and also secure (for example, tools like ChatGPT already have open API integrations with platforms like Booking and Expedia), and also because most hotel websites are still not prepared to meet the needs of these new AI tools (this is actually one of the areas where we can help through our tech advisory services at Hotel Tech Market).

So, as you can see in the image below, in most situations the result ends up being what you see here, with the booking going through Booking or Expedia, even when using the exact same question/prompt from the video above.

Do you recognize this page? It’s the final step to confirm a hotel booking on Booking. This is what happens in about 90% of cases. Try it out yourself and see for yourself.

Besides making reservations almost 100% autonomously by browsing websites as if it were a person, it is also capable of doing other things. If we imagine what is possible with an agentic AI that thinks based on "probabilities" (learn how generitive AI works to understand this better), browses the internet, moves the mouse cursor, fills out forms if necessary, and clicks to complete a task just like a person would, the imagination for use cases is the limit.

There are other tools on the market, like Gemini (Google), Claude (Anthropic), and DeepSeek R1, but none are quite as advanced as GPT’s Agent Mode just yet. That said, the gap is closing fast. By the time you read this, it’s very possible that other Agentic AI will be just as capable. Many are already working toward automating bookings through similar web interactions, and some travel platforms are using agents to streamline reservations via OTAs or APIs.

It’s also worth mentioning major players that are moving in this direction, like Meta AI, Grok, Microsoft’s Copilot, and more. Others, like Perplexity (which partners with Tripadvisor and Selfbook), already handle much of the hotel search process, but they don’t go as far in automating the booking steps.

We’re also seeing travel-focused agents emerging, though many don’t have their own AI models, they’re built on top of big platforms like GPT. Examples include Expedia’s Romie, Booking . com ’s AI Trip Planner, TripGenie from Trip . com, Priceline’s Penny, and Kayak.

Then there are tools like Agentic Hospitality and Hyperfunnel, which focus specifically on helping guests book directly through hotel websites.

A standout example is SaraAI by Mirai, which integrates directly into a hotel’s website and seamlessly connects the booking engine to the AI. It acts like an AI-powered reservations center, complete with voice, WhatsApp, or app functionality, allowing guests to book everything with a few simple interactions. It’s time to stop burdening receptionists with calls that often don’t convert. They already have their hands full assisting guests on-site. Let AI handle the reservations, it’s faster, smarter, and available 24/7.

We strongly encourage you to team up and make your purchases together these solutions from Mirai, doing so gives you access to incredible discounts, as your collective bargaining power increases significantly. Together, we’re stronger.

That’s exactly why Hotel Tech Market was created: to make this process easier and more accessible for everyone. As a kind of public service to the hospitality community, there is currently an open group purchasing program you can join, here: https://www.hoteltechmarket.com/items/mirai

By signing up, you’ll gain access to more information, get to know the products through independent consultants, and, if you wish, participate in the collective purchasing group at the end.