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🏨 Google's project Gemini aims to create a "universal AI agent" by 2025, which could independently plan, search, and book vacations, potentially bypassing Online Travel Agencies (OTAs). Experts like Mario Gavira suggest such AI agents may directly interact with hotel websites, reducing complexity and eliminating intermediaries. However, OTAs, investing heavily in AI, could benefit and dominate this new landscape. Hotels are advised to optimize content for AI search, integrate technology with systems like CRS, PMS, and Channel Managers, and invest in customized AI solutions for data analysis and real-time offer optimization. AI as an ally can improve efficiency and personalize guest experiences without replacing human interaction. Hotels must be discoverable by AI agents, adapt quickly, and invest in the right technologies to succeed in the hospitality industry's new era.