Ashwin Kamlani and Ivan Ivanovic discussing the future of hotel distribution and AI on AI Tourism Talks

Why Hotel Distribution is Breaking and What Comes Next

Hotel distribution is under pressure.

Not because of one channel.
But because workflows no longer match how guests behave.

Most teams still treat distribution as a channel mix problem:

  • OTAs
  • Direct
  • Corporate
  • Packages

But the real shift is happening earlier.

Before the booking engine.
Before the click.
At the moment, guests express intent.

In a recent AI Tourism Talks episode, I spoke with Ashwin Kamlani about how AI, voice, and agentic systems are reshaping distribution from the inside.

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

What’s changing

Distribution is moving from channels to intent.

1. Distribution starts with intent

Guests start with questions, not channels.

AI can now:

  • Capture intent in natural language
  • Respond instantly
  • Qualify demand
  • Move guests closer to a decision

If your strategy only optimises the booking step, you’re late.

2. Voice is becoming an entry point for demand

Voice AI is no longer just support.

It reduces friction early, before a human is needed.

This changes:

  • Response speed
  • Visibility
  • Workload

Hotels that adapt will feel easier to do business with.
Hotels that don’t will feel slower.

3. AI rewards clarity, not chaos

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

The first gains come from structure:

  • Clear qualification
  • Clear handoffs
  • Clear priorities

Without that, tools add noise instead of value.

4. Agentic systems change how work flows

Agentic systems can act, not just answer.

They:

  • Follow rules
  • Complete tasks
  • Escalate when needed

In sales and distribution, this means:

  • Fewer manual steps
  • More consistent outcomes
  • Faster responses

5. Direct bookings are a process problem

If responses are slow or offers are unclear, no campaign can fix it.

AI helps only when a structure exists:

  • Clear offers
  • Clear rules
  • Aligned priorities

Structure creates conversion. Tools support it.

Final thought

AI doesn’t replace hospitality.

It removes unnecessary friction so hospitality can happen sooner.

Teams that redesign how work flows will outperform teams that simply add tools.

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