Hotel distribution has never been static.
We have moved from travel agents to OTAs, from direct booking engines to metasearch. Each step changed how guests reached hotels and how hotels reached revenue.
AI is now adding a new layer.
This time the change touches:
how guests express intent
how they get answers
how short the path from idea to booking can become
Many hotels and travel-tech companies are testing AI, but often in a tactical way: a chatbot here, some content there, a bit of automation in one department.
Very few have a clear view of what AI actually means for distribution.
That is why the next episode of AI Tourism Talks will focus entirely on this question.
On Thursday, 11 December at 5 PM UK / 6 PM CET, I’ll be joined live by Ashwin Kamlani for:
Reinventing Hotel Distribution in the Age of AI: 3 Signals from Ashwin Kamlani
Join the session here:
https://www.linkedin.com/events/7401223326880358400/
What we will explore
1. From channel mix to intent flow
Most distribution reports still lead with channel mix:
for example: 40% OTA, 30% direct, 30% corporate.
Important, but it starts in the middle.
We will talk about:
how and where guests first show intent
how AI can handle the first steps of that interaction
how that change the way you think about distribution, not only marketing
The key idea: if you only look at channels, you might ignore how demand actually moves through your system.
2. Voice AI as a new front door for demand
Voice is no longer limited to only phone calls and IVR menus.
We will look at voice as:
a natural way for guests to explain what they want
a way for AI systems to match that with your inventory and rules
a path to bookings that may not start on your website at all
This has an impact on:
how structured and usable your data is
how clear your offers are for machines as well as humans
when staff should step in during the process
We will keep this grounded, with examples from Ashwin’s work.
3. Why process work beats tool shopping
Buying AI tools is simple. Getting value is not. We will talk about:
where in the lead and booking flow, AI makes sense
which tasks to automate and which to keep human
how to measure success beyond “we tried AI”
The message is direct: Teams that are ready to improve their processes will see the benefit. Teams that only add tools on top of messy workflows will struggle.
Who is Ashwin Kamlani?
Ashwin has spent his career between hotels and technology. He:
led the e-commerce strategy at Meliá Hotels & Resorts
founded companies that help hotels and restaurants grow direct business and profit
now works on AI-driven distribution channels using voice and agent systems
invests in AI companies such as OpenAI, Perplexity, and Anthropic
This gives him a clear, practical view of where AI is taking hotel distribution.
Join us live
If you:
run or support hotel distribution
build travel-tech products for hotels or tourism brands
advise destinations or hospitality groups on strategy
This session is for you. We will cover:
how AI and agent systems can change demand flows
what voice AI means for visibility and bookings
where to focus in 2025–2026 with limited time and budget
first steps that smaller and independent hotels can actually take
Thursday, 11 December, 5 PM UK / 6 PM CET
Save your seat for AI Tourism Talks with Ashwin Kamlani:
https://www.linkedin.com/events/7401223326880358400/
This will be the last AI Tourism Talks episode before the holiday break.
New episodes continue in January 2026.
If you want recaps and future episodes in your inbox, you can subscribe to the AI Tourism Innovator newsletter.
Why You’re Receiving This
You’re receiving this because you are part of my LinkedIn network. If you prefer not to receive these updates, you can always unsubscribe.
That said, I see this as a great opportunity for all of us to connect, share ideas, and make the most of these exciting changes in tourism.
After all, more minds are better than one! 🙌
Kind regards,
Ivan Ivanovic
https://www.linkedin.com/in/ivan-ivanovic-marketing/
When you’re ready, here are a 3 ways I can help you:
1. Need more travelers, bookings, and leads?
Send me a DM on LinkedIn “AI Tourism”
https://www.linkedin.com/in/ivan-ivanovic-marketing/
2. If you haven’t already, download the FREE guide: 100 AI-Powered Content Prompts to Boost Bookings in 30 Days:
https://ai-tourism-innovator.framer.website/
3. Access my FREE library of Guides and Resources for AI content in travel:
https://generated-clownfish-104.notion.site/10-Proven-AI-Strategies-to-Boost-Your-Travel-Brand-s-Online-Visibility-17cf80a2c2b28066b8ddc29fbc85257b
