Major hotel groups have had a longstanding rivalry with online travel agencies (OTAs) over customer bookings, but a new competitor has now entered the arena. With more and more companies offering agentic artificial intelligence (AI) tools that can book a hotel online, hoteliers are reportedly intensifying efforts to win over customers.Major hotel groups have had a longstanding rivalry with online travel agencies (OTAs) over customer bookings, but a new competitor has now entered the arena. With more and more companies offering agentic artificial intelligence (AI) tools that can book a hotel online, hoteliers are reportedly intensifying efforts to win over customers.