New Marriott and Hilton Filings Reveal Risks From AI Platforms to Direct Bookings

Hilton and Marriott flagged artificial intelligence as a potential threat to their direct-booking efforts, warning in filings this week that AI platforms like ChatGPT could steer guests toward online travel agencies and drive up distribution costs.

Hilton’s disclosure Wednesday marked the first time the company had formally identified AI as a risk to how it sells rooms. 

“Consolidation of internet travel intermediaries, or the entry of major technology platforms, such as large language models, into the internet travel bookings business, also could divert bookings away from our direct channels and increase our hotels’ cost of sales,” Hilton said in its annual 10-K filing on Wednesday (emphasis added).

No AI platforms currentl