Travelers Are Finding Stays in New Ways. Can They Still Find Yours?

In the past, travelers looking for a room usually opened Booking.com or Agoda and browsed. Now more and more people ask AI directly—‘Find me a guesthouse in Taitung with a scenic bathtub,’ ‘Recommend family-friendly lodging in Hualien, preferably near the train station’—and then book what AI suggests. Shiji, a lodging technology company, published its ‘Lodging Distribution Map,’ which now formally includes AI assistants, map interfaces, and social media messages as sales channels, alongside a flourishing range of new channels beyond OTAs.

The accommodation sales channel map is here

Shiji’s ‘Lodging Distribution Map’ is a panoramic view of the lodging industry, documenting how travelers discover and book accommodation. This year’s map includes several categories that have never appeared before.

Change 1: AI assistants such as ChatGPT and Gemini are officially listed as hotel sales channels

AI assistants such as ChatGPT and Gemini are officially being counted as accommodation sales channels. AI is no longer just a tool for chatting—it is becoming travelers’ first stop for asking about itineraries and finding places to stay.

Change 2: Google Maps and Apple Maps don’t just navigate; they also help travelers “choose accommodation.”

Google Maps and Apple Maps aren’t just for navigation; they also help travelers ‘choose accommodation.’ More travelers planning trips look directly at maps to see ‘what places to stay are in this area,’ compare ratings, view photos, and even click through to book. Maps have evolved from navigation tools into showcases for accommodation.

Change 3: Direct messages on LINE, Instagram, and WhatsApp are becoming new booking channels.

Direct messages on LINE, Instagram, and WhatsApp are also becoming inquiry and booking channels. Especially in Asia, travelers see a property’s post or a friend’s share and message, ‘Do you still have a room that weekend?’ Shiji added a social messaging category to its map this year, showing this trend is now too widespread for the industry to ignore.

Overall trend: Distribution channels are diversifying across the board

Travelers are rapidly spreading out how they find accommodation: beyond OTAs, AI, maps, social media, and short videos are all gaining ground. This is both a challenge and an opportunity for accommodation providers. If 50% or 60% of your bookings already come from OTAs, tapping new channels can increase your exposure beyond the OTAs you already use.

Key Takeaways

For accommodation operators, this shift in distribution channels is a reminder that:

1. 1

   Improve your AI visibility: 84% of lodging properties are invisible to AI. Try asking ChatGPT, “What guesthouses in Taitung are suitable for couples?” If you don’t appear, that’s a sign you need to improve your visibility.

2. 2

   Keep every channel’s information up to date: The quality of photos, descriptions, and reviews directly determines how visible you are on AI and maps. Start with your Google Business Profile: Are the photos clear and appealing? Is the description clear? Do you have recent reviews?

3. 3

   Capture social media inquiries: Add a LINE or booking link to your Instagram/Facebook bio, then set up an automatic reply so late-night inquiries don’t go unanswered.

How should you build out new channels? How can you improve AI visibility? To discuss your accommodation operations, channel strategy, or marketing exposure with H&, click below to contact us. Let’s bring travelers scattered across channels back to your property!