Marriott enters Google AI booking, and the numbers say it all: 93% of traffic goes to hotels

Visible to the AI ​​agent, visible to the guest as well

Author  Goran Rihelj

February 23, 2026.
Google has been the “gateway to the internet” for decades, but it has never been the transactional layer of tourism. There has always been a step between inspiration and booking - most often an OTA platform like Booking or Expedia. That intermediate step has been the foundation of the entire distribution model for the past 20 years. But two new pieces of information released almost simultaneously point to a potentially tectonic shift. First, Marriot...
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Author  Goran Rihelj

February 23, 2026.