Google AI Mode Sends 79% of Hotel Traffic to Google, Only 3.6% to OTAs
A study of 4,000 Google AI Mode queries across 8 cities found 79% of hotel links stay within Google via Business Profiles, while OTAs receive just 3.6% of clicks despite 46.6% of citations.
Hotels get 16.3% direct clicks, but since most Google Business Profile (GBP) listings link to hotel websites, effective direct access is approximately 93%.
Key Findings
- 79% of hotel traffic stays within Google via Business Profiles.
- OTAs receive just 3.6% of clicks despite accounting for 46.6% of citations.
- Hotels get 16.3% direct clicks — but effective direct access reaches ~93% when factoring in GBP links to hotel websites.
- Marriott’s Google AI integration enables bookings directly within AI Mode, bypassing OTA commissions of 15–25%.
- Local Pack appears in only 6.5% of queries but sends 81% of traffic directly to hotels.
Impact on Travel & Hospitality
Google Business Profile optimization is now critical for AI visibility. Direct booking through AI Mode can retain 15–25% more revenue per reservation compared to OTA bookings.
For hotel operators and travel professionals, this data signals a significant shift: investing in your Google Business Profile and direct booking capabilities is no longer optional — it’s where the vast majority of AI-driven traffic is heading.
