Google’s Gaurav Bhaya recently framed the shift to “a world that asks anything”—where people search not with keywords, but with full questions, photos, and voice. AI Overviews and AI Mode are already serving billions of answers in real time. For marketers, Google’s answer is AI Max for Search: a way to move beyond keywords, understand intent, and surface tailored ads at the exact right moment. For hotels, the challenge is sharper. If the search experience is now intent-rich and multimodal, but the booking experience is still locked in keyword-era plumbing, who benefits? The OTAs. Google. Intermediaries. This is where Agentic Hospitality steps in. Google creates the conversation. Agentic Hospitality ensures the hotel gets the transaction. Google deciphers the question. Agentic Hospitality converts it into a direct booking—guest data intact, loyalty intact, profits kept local. Google surfaces curiosity. Agentic Hospitality closes with conversion. Just as AI Max helps Volvo appear when someone asks about a “7-seat electric SUV,” hotels must be able to capture when someone asks: “Dog-friendly boutique hotel near a brewery with free parking and late check-out.” With Signal to Action Ratio™ (SAR) scoring and the MCP Intent Matrix™, Agentic Hospitality rewrites vague, conversational queries into structured ARI requests—then pipes them directly into the hotel’s booking engine. No intermediaries. No broken funnels. The big picture: Google’s AI-powered ads are the top-of-funnel discovery layer. Agentic Hospitality is the top- and bottom-funnel activation layer—capturing intent at the source and converting it into direct bookings. Both are essential in a world that asks anything. The hotels that align the two will thrive. The ones that don’t will fund the intermediaries of the next 20 years.
