<2> Wyndham and Marriott’s Agentic Plans Put Pressure on Booking: Are the Concerns Justified?
<3> The Rise of Large Language Models (LLMs) in the Hotel Industry
The hotel industry has witnessed a significant shift in recent years, with the emergence of Large Language Models (LLMs) like Wyndham and Marriott’s agentic plans. These models aim to revolutionize the way hotels interact with guests, but their impact on Booking Holdings, a leading online travel agency (OTA), is a topic of concern. In this article, we will delve into the implications of LLMs on Booking Holdings and explore whether the concerns are justified.
<3> The Potential Impact on Booking Holdings
Booking Holdings, the parent company of Booking.com, has been a dominant player in the OTA market for years. However, the rise of LLMs like Wyndham and Marriott’s agentic plans could potentially disrupt the status quo. These models enable hotels to communicate directly with guests, bypassing OTAs like Booking.com. This could lead to a decrease in bookings for Booking Holdings, as hotels may choose to work directly with guests.
<3> The Agentic Plans of Wyndham and Marriott
Wyndham Hotels & Resorts and Marriott International,