๐๐ผ๐ผ๐ธ๐ถ๐ป๐ด.๐ฐ๐ผ๐บ’๐ ๐๐ ๐ถ๐ ๐พ๐๐ถ๐ฒ๐๐น๐ ๐ฑ๐ฒ๐๐๐ฟ๐ผ๐๐ถ๐ป๐ด ๐ฝ๐ฟ๐ผ๐ฝ๐ฒ๐ฟ๐๐ถ๐ฒ๐ ๐๐ต๐ฎ๐ ๐ฑ๐ผ๐ป’๐ ๐ฎ๐ฑ๐ฎ๐ฝ๐. ๐๐ฒ๐ฟ๐ฒ’๐ ๐๐ต๐ฎ๐’๐ ๐ฟ๐ฒ๐ฎ๐น๐น๐ ๐ต๐ฎ๐ฝ๐ฝ๐ฒ๐ป๐ถ๐ป๐ด.
Most property managers haven’t realized it yet, but Booking.com just changed the entire game.
In October 2025, they launched Smart Messenger and Auto Reply. The pitch? AI generates instant responses to guest inquiries. Sounds convenient.
But here’s the part they’re not advertising:
Every time you use these tools, Booking.com is learning from your interactions. And properties using AI now respond in seconds while you’re still typing.
Your 2 hour response time? It looks slow. And it’s killing your ranking.
Add in the new recency weighted review system (goodbye three year averages), and suddenly one bad week can tank your score, drop your search ranking, and trigger a booking spiral.
The result? Properties must now compete on algorithmic responsiveness, not just quality and price.
Here’s what smart operators are doing:
โ Hybrid AI/human workflows for speed without losing personality
โ Real time review monitoring (weekly, not quarterly)
โ Strategic automation for simple queries only
โ Building direct booking infrastructure to reduce platform dependency
The properties thriving treat Booking.com like what it now is: a sophisticated algorithm rewarding speed and consistency.
The ones struggling? They’re operating like it’s still 2024.
I’ve written a full breakdown of what’s changing, why it matters, and how to adapt your strategy.