Why Hotel Distribution is Breaking and What Comes Next

Hotel distribution didn’t suddenly break.

It cracked slowly.

• Higher costs

• Slower response times

• More intermediaries

• More tools

• Less clarity

Most teams still talk about distribution as a channel problem:

• OTA vs direct

• Corporate vs leisure

• Volume vs margin

But guests don’t think in channels.

They think in questions, constraints, and reassurance.

That’s the core theme of my AI Tourism Talks conversation with Ashwin Kamlani, Founder and CEO of Hyperfunnel and former Global VP Distribution at Meliá Hotels & Resorts.

Watch the full episode:
https://www.youtube.com/watch?v=r9y7xthpifQ

The 5 takeaways

1. Distribution is moving upstream to intent

Guests start with questions.

AI can now:

• Capture intent in natural language

• Respond instantly

• Qualify demand

• Move guests closer to a decision

2. Voice AI is becoming a real entry point for bookings

Voice is no longer just support. It’s a new entry point.

Voice AI helps by:

• Reducing friction early

• Shortening time to decision

• Cutting unnecessary back-and-forth

3. AI exposes weak processes before it creates value

AI doesn’t fix broken workflows.
It amplifies them.

The first wins come from structure:

• Qualification rules

• Handoffs

• Priorities

4. Agentic systems change daily operations

Agentic systems can act, not just respond.

They:

• Follow rules

• Complete tasks

• Escalate when needed

This means:

• Less manual follow-up

• Faster responses

• More consistent outcomes

5. Direct bookings are a process problem

If responses are slow or offers are unclear, marketing can’t compensate.

AI helps only when a structure exists:

• Clear offers

• Clear rules

• Aligned priorities

Structure creates conversion. Tools support it.

Why this matters now

Foundational decisions are being made right now:

• Which brands become readable by AI

• Which workflows get automated first

• Which teams redesign processes instead of adding tools

Waiting has a cost.

Watch the full episode:
https://www.youtube.com/watch?v=r9y7xthpifQ

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/