Roiback integrates DirectBooker to connect the direct channel with AI assistants

The integration allows for the transfer of availability, pricing, and sales conditions to new AI-based search and recommendation experiences using the Model Context Protocol (MCP).

Palma de Mallorca, October 1, 2026 — Roiback, a company specializing in technology and services for direct hotel sales, announces its integration with DirectBooker , an aggregator that connects hotel inventory for direct sales with AI assistants such as ChatGPT and Claude, two of the world's leading open consumer AI platforms . The initiative aims to facilitate hotels sharing key business information across these new channels in a market still in the early stages of adoption.

Changes in the traveler's decision-making process

Traveler behavior is evolving: more and more people are using AI platforms to find inspiration, information, and compare options before booking. This context introduces new dynamics to the discovery phase within the hotel distribution sector and opens the door for hotels to strengthen their presence in the early stages of the decision-making process.

With this integration, the hotel can display updated information (availability, price and sales conditions) in these environments and direct the traveler to the official channel to complete the booking.

“The goal is for hotels to be able to transfer their business information and value proposition to AI platforms, while maintaining consistency with their direct sales strategy.”

— Leonardo Llorente , Business Development Director, Roiback

Main implications for hotel distribution

The integration with DirectBooker enables, among other things, the following features for hotels:

Presence in conversational environments : appearing on new surfaces where travelers research and compare options before booking.

Updated information : availability and rates consistent with the hotel's business strategy.

Communicating the advantages of the direct channel : the possibility of highlighting benefits associated with loyalty programs, member rates, and exclusive advantages when available.

Referral to the official channel : the flow is oriented to take the traveler to the hotel's official booking engine.

Information consistency : greater uniformity in content, conditions and value proposition of the hotel across different points of contact.

Overall, the initiative responds to one objective: to help the hotel have a presence in new discovery and recommendation channels, with users who arrive with more prior information and, potentially, in a more advanced decision phase.

MCP opens a new way of connecting hotels and the user.

The Model Context Protocol (MCP) opens a significant door for the sector: a new way to connect hotels with AI assistants, and therefore with the user, in a more structured way. It's an ecosystem that is beginning to take shape, driven by some of the leading technology players and with significant potential to transform how travelers discover, compare, and book experiences.

AI is emerging as a new channel for visibility and discovery for hotels. It won't replace existing channels, just as the advent of mobile devices and the rise of metasearch engines didn't eliminate them. Instead, AI will integrate with and enrich an increasingly complex and diverse environment.

The difference is that these platforms are now an integral part of the traveler's search and inspiration process. In this context, hotels can begin to analyze how to gain a presence in these environments and what implications this has for their visibility and business strategy. At Roiback, we closely monitor this evolution to help our clients anticipate emerging opportunities.

What changes for hotels and what aspects should be considered

Visibility is shifting : those who are not in the new decision-making environments may lose presence in the inspiration phase.

The direct channel proposition must also be able to be expressed in AI : benefits, loyalty programs and advantages must be able to be reflected in conversational contexts.

New rules to be defined : attribution, intermediation, business models and exposure biases will be relevant aspects.

Early learning : evaluating these channels from initial stages can help make better decisions when the market matures.

Conclusion

Roiback frames this movement as an opportunity for hotels to be present where travelers already gather information and make decisions, while maintaining a focus on the direct channel. MCP opens a potential avenue for connecting inventory, rates, and hotel value proposition with AI assistants, but the market is still in its early stages and its evolution is ongoing; these environments are beginning to form part of the traveler's journey before booking.

With this integration, the company seeks to help hotels gain a presence in the conversational environment with a gradual and measurable approach, preserving commercial consistency and the relationship with the guest.

The company will continue to monitor the evolution of these new channels and their impact on hotel distribution.