Tyler Morse, chairman and CEO of MCR Hotels, expressed his intention to block personal AI agents from making reservations at his hotel properties during remarks made on November 11, 2026. His stated rationale differs from other industry players addressing similar policies.
Morse’s primary concern centers on the commercial implications of AI booking agents for his business model. He indicated that artificial intelligence systems present a challenge to traditional revenue strategies built around encouraging spontaneous spending decisions. Unlike human customers who may be influenced toward add-on purchases and upgrades through targeted marketing appeals, AI agents are programmed to evaluate options more objectively and make cost-conscious choices. This fundamental difference in decision-making patterns prompted Morse to advocate for restrictions on AI-assisted bookings across the hospitality sector.
Morse’s position stands in contrast to other industry participants taking similar action. United Airlines announced a ban on AI bots the same day, but attributed its decision to different factors including data privacy considerations and regulatory compliance risks. Morse suggested that industry-wide bans of AI personal assistants would become standard practice, predicting that most companies would eventually restrict or prohibit such agents based on their own commercial interests rather than external regulatory pressure.
The comments were delivered at the Skift Commerce Summit in New York City, highlighting an emerging debate within the travel and hospitality industry regarding how companies should adapt their booking systems and sales strategies in response to advancing artificial intelligence technology.
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