Hotel commerce platform SiteMinder has introduced new capabilities and partnerships aimed at integrating artificial intelligence into hotel distribution and booking pathways.
The Sydney, Australia-based company—which connects more than 53,000 hotels across 150 countries—is expanding its platform to support both AI-assisted direct booking and AI-enabled online travel agency (OTA) models. DirectBooker has been named the first AI demand partner as part of the rollout.
The platform expansion includes two primary developments. Both developments are intended to support hotel visibility and booking functionality across emerging AI-driven discovery channels, whether transactions are completed directly or through third-party platforms, according to the company.
SiteMinder’s Demand Plus solution—previously focused on metasearch channels such as Google, Trivago and Tripadvisor—will now extend into AI-based conversational platforms including ChatGPT and Claude. The integration is designed to allow users to view hotel options, access real-time pricing and complete bookings via hotel websites.
In parallel, the company is expanding its Channels Plus offering to include AI-enabled intermediaries and OTA platforms. These partners will be able to facilitate search, comparison and booking within their own environments, with reservations processed through SiteMinder’s system.
“As AI-driven hotel discovery accelerates, we are expanding Demand Plus and Channels Plus to give properties on our platform new ways to be found and convert demand across these emerging pathways,” Sankar Narayan, CEO and Managing Director at SiteMinder, said in a statment. “For hoteliers, that means being present and bookable at every new point of discovery, and that advantage will only grow.”
The announcement follows findings from SiteMinder’s Changing Traveller Report 2026, which indicates that a majority of travelers are interested in using AI tools during the booking process. SiteMinder reports that its platform processes more than 300 million room nights annually across a global network of properties.