Agentic Hospitality, an infrastructure-level AI Cloud platform for hotels and resorts, has officially launched. By driving visibility and direct booking, the company aims to “empower hotels and resorts to reclaim the guest journey—long dominated by OTAs,” as they describe it.
In collaboration with the Google for Startups Cloud Program and built by Brewer Digital on Google Cloud and Vertex AI, Agentic Hospitality Cloud utilizes Gemini Pro to deliver personalized generative AI responses that enhance guest experiences and integrate a commerce layer to maximize conversions at every touchpoint. The company promises to safeguard every booking flow with schema enforcement, MCP context checks and Conversion Intelligence Engine scoring to ensure automation stays aligned with brand standards, loyalty rules and partner policies.
“Agentic Hospitality activates Vertex AI Memory Bank and persistent memory to turn hotel data into real-time personalization that enhances the entire guest journey,” said Brad Brewer, chief AI officer at Agentic Hospitality. “We don’t sell features—we deliver AI as the backbone of booking, personalizing, routing and converting every guest signal in real time.”
Brewer emphasized the critical distinction between AI as a mere feature and AI as foundational infrastructure.
“AI is not a chatbot,” he said. “It’s infrastructure. Hotels missed the mobile wave, and OTAs didn’t. That mistake cost billions. This time, we’re ensuring hotels lead the AI shift by introducing open protocols and systems that make them visible, competitive, and profitable in the channels that matter most.”
From desktop to AI-native surfaces
Agentic wants to tackle the evolving digital landscape head-on and help hotels become discoverable and competitive on the increasingly dominant AI-native surfaces that are rapidly reshaping how consumers search and book travel. Since 2020, mobile-first experiences have commanded nearly 70% of travel sessions, the company reports. While many direct hotel websites still struggle with personalization, OTAs continue to leverage their app dominance and loyalty programs.
By the summer of 2026, 90% of informational queries are projected to be resolved within AI-native results. For Agentic, unlocking high-intent transactional queries will become the critical battleground for direct engagement, as AI-native commerce represents a revenue opportunity with zero incremental media spend.
Success in this new paradigm will hinge on delivering inspiring generative storytelling and seamless conversational commerce journeys. Agentic Hospitality Cloud, layered across existing legacy systems and its proprietary AgentSite content-management system for hotels and resorts, aims to achieve this, promising increased conversion rates and enhanced total lifetime value.
“Structured markup using Agentic Hospitality’s Schema Adapter and AgentSite is a game-changer,” said Seliece Womble, director of marketing, The Houstonian Hotel, Club & Spa. “By making our content machine-readable and AI-ready, we’ve been able to secure direct visibility in channels once dominated by intermediaries. From 2019 to 2025 (piloted under Brewer Digital and going to market today as Agentic Hospitality), our direct website bookings grew 91%—a recovery and growth story that proves structured data is no longer optional, it’s the backbone of hospitality distribution.”
Agentic Hospitality Cloud core products:
- AgentSite powered by Brewer Digital, Google Cloud + Vertex AI: Transforms static hotel websites into dynamic, AI-personalized booking surfaces. This modular CMS, built with the Vertex AI Agent Developer Kit, adapts in real-time to guest signals and loyalty tiers, enabling conversational, zero-click booking flows that are deeply integrated with Google’s ecosystem via Search, retrieval-augmented generation, and enterprise connectivity through the Travel Operating System MCP and API hub-and-spoke model, as well as integration connectors.
Travel Operating System – Model Context Protocol (MCP): The core infrastructure for agentic hotel distribution. MCP captures guest signals—intent, loyalty status, session context—and translates them into structured booking actions, making inventory instantly accessible to AI agents, voice assistants and generative search. It unifies OTA XML and Schema.org real-time hotel availability, rates, and inventory (ARI) with identity, loyalty and payments, connecting directly into leading 700+ CRS, PMS, CRM, RMS, GMS, IAM, DAM and internet booking engine providers.
Conversion Intelligence Engine (CIE): A proprietary engine that orchestrates every guest query into actionable, revenue-focused moments, featuring: - Signal to Action Ratio (SAR): Scores the conversion readiness of each query.
Model Context Protocol Intent Matrix (MIM): Classifies and routes queries for the most efficient path to booking. - Semantic Scoring: Evaluates emotional tone and context to tailor offers and guest engagement.
Schema Adapter: Converts hotel content and availability, rates and inventory (ARI) into structured, Schema.org machine-readable data for all distribution channels, ensuring discoverability and competitiveness across Google, OTAs, and emerging AI-native surfaces with billions of data points.
Booking Engine Adapter: Facilitates direct bookings with optimized cart experiences and full lifecycle management. Context-driven checkouts automatically apply loyalty benefits, dynamic upsells, and cancellation rules to minimize friction and boost conversions.
Channel Manager: Connects to over 30,000 OTA and wholesale distribution partners while enforcing brand, pricing and loyalty rules, ensuring a consistent and controlled offer across all distribution touchpoints.
“This is not about building another OTA or chatbot,” Brewer said. “It’s about giving hotels control of their own digital pipelines. Build once. Serve everywhere. Control your pipeline. That’s what Agentic Hospitality delivers.”