In this special HITEC edition of The Modern Hotelier, hosts David Millili and Steve Carran sit down with Tim Major, CEO of Operto, to explore how AI is transforming hotel marketing, direct bookings, and operational efficiency.Tim shares how Operto One's autonomous AI agents help hotels combat predatory OTAs, improve direct booking performance, and optimize visibility across both traditional search engines and emerging AI-powered search experiences. The conversation dives into the role of agentic AI in hospitality, the balance between automation and authentic guest service, and how hotels can leverage AI without adding complexity to their existing technology stack.Key topics include: How AI agents protect hotel brands from predatory OTA practices Increasing direct bookings through automated search and GEO optimization The future of agentic AI in hospitality operations Real-world success stories from hotels using AI-driven solutions Preparing hotel websites and content for AI-powered search platforms Watch the FULL EPISODE on YouTube: https://youtu.be/zGLo-TaAMykLinks:Tim on LinkedIn: https://www.linkedin.com/in/majortm/Operto: https://operto.com/For full show notes head to: https://themodernhotelier.com/episode/289Follow on LinkedIn: https://www.linkedin.com/company/the-..Join the conversation on today's episode on The Modern Hotelier LinkedIn pageConnect with Steve and David:Steve: https://www.linkedin.com/in/%F0%9F%8E...David: https://www.linkedin.com/in/david-mil.

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