From Clicks to Conversations: How AI Assistants Are Replacing OTAs in Car Rental Bookings

For years, online travel agencies (OTAs) like Expedia, Booking.com, and Rentalcars.com controlled the car rental booking journey. Customers clicked through endless options, compared hidden fees, and booked through third-party platforms. But in 2025, the shift is clear: travellers are moving from clicks to conversations, relying on AI assistants to simplify and personalise the booking process. For car rental companies, this presents both a challenge and an opportunity.

The Decline of OTA Dependency

OTAs still have reach, but travellers are increasingly frustrated by service fees, hidden costs, and lack of direct communication. AI assistants solve this by cutting through complexity, recommending the best providers directly, and often bypassing OTAs entirely. This reduces the dominance of intermediaries and shifts power back to the companies themselves.

Why Travellers Prefer AI Over OTAs

What This Means for Car Rental Companies

The companies that succeed will be those visible to AI platforms, not just OTAs. By optimising structured data, integrating APIs, and building strong digital reputations, car rental businesses can capture direct bookings - avoiding OTA commissions and creating loyal customer relationships.

Conclusion

AI assistants are rewriting the rules of travel. By replacing OTA-heavy searches with personalised conversations, they give car rental companies a chance to win more direct bookings. The shift from clicks to conversations is already here - and the winners will be those ready to meet travellers where they are asking the questions.