A free 2026 report based on more than 1.5 million real bookings shows how AI is changing who sells the hotel room.
PUNE, India, June 17, 2026 /PRNewswire/ — Soon, it may no longer be someone booking your hotel room. It could be their AI assistant.
That is the shift that is central Hotel Distribution 2026a new free report from ZentrumHub, the hotel technology company that connects travel companies to more than 100 hotel suppliers through one simple API.
Instead of guessing about the future, ZentrumHub looked at hard data: in the past year, more than 1.5 million real hotel bookings were made through more than 90 online travel agencies. The team then compared what they found with research from Phocuswright, CoStar and SiteMinder.
The key finding is simple: AI agents – tools that search, compare and book on behalf of a traveler – are starting to enter the booking process. ZentrumHub estimates that by the end of 2027, 5 to 8% of OTA bookings could be made by AI agents instead of humans clicking through websites.
Why does that matter? Because AI agents don’t shop like humans do.
“An AI agent doesn’t scroll through pretty pictures. It checks prices and availability in milliseconds and books from the one that responds fastest with the cleanest data,” said Abhinav Sinha, co-founder and CEO of ZentrumHub. “If your inventory is slow or messy, the agent will simply choose someone else. We created this report so every travel company can see what’s coming – and prepare for it.”
The 22-slide report explains in clear terms: how quickly travelers of every generation are adopting AI travel planning, which platforms and payment systems are building the new “AI shelf,” and what travel companies need to fix first to stay in the game.
The report is completely free: no sales pitch, no catch. Download it zentrumhub.com.
About ZentrumHub
ZentrumHub helps online travel agents, travel agents and DMCs to sell hotel rooms at scale. One API connects them to more than 100 hotel suppliers and more than 9 million properties, enabling bookings in more than 15 countries.
Media contact
Pasha Shaikh | pasha@zentrumhub.com | zentrumhub.com
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