Mirai, the hotel technology company registered in Madrid that specialises in direct sales for hotels, has started rolling out ChatGPT plugins that let travellers book a room on the hotel's own channel without leaving the conversation, according to a company announcement published on 7 October. The first to go live are the Emperador and Moderno hotels in Madrid, the Porcel Hoteles chain in Granada and Gloria Thalasso & Hotels in the Canary Islands.
A plugin connects ChatGPT to an outside service so it can look things up and take actions for the user. OpenAI recently reorganised that ecosystem and renamed what it called apps as plugins.
Booking, not a copy of the website
Mirai's point is that its plugins do not reproduce the hotel's website inside the chat. They expose what the booking engine can do: check availability and prices for given dates and guests, change currency, explore promotions and rooms, make a booking, and modify or cancel one. Hotel plugins available until now, the company says, tend to show a visual interface inside ChatGPT and send the user to the website as soon as they try to go further.
Instead, a guest can type something like "I want to go to Madrid next weekend with my wife and two children, with breakfast and a cancellable rate" and the assistant works through the request on the direct channel until the booking is done. The plugins run on Mirai's AI infrastructure through its MCP (Model Context Protocol) layer, the same one behind Sarai, the company's own AI assistant and conversational booking engine.
An early, deliberately small launch
Mirai describes this as an early and deliberately restricted phase. Big questions remain open, starting with discovery: a future in which travellers have to know about and install plugins from hundreds of hotels does not seem reasonable, the company says, and it is not yet clear whether plugins will only serve the lower funnel or also inspiration and recommendation. It does not expect them to become a volume channel straight away; for now the value is in testing and learning, and new deployments will stay limited.
"The challenge for hotels is no longer just to be discoverable by AI, but to make their direct channel operable by it too," said Pablo Delgado, managing partner and CEO America at Mirai. "OTAs are already preparing to compete in this new agentic ecosystem. The direct channel has to do the same. Being discoverable will put the hotel in the conversation; being operable will let it compete for the booking." (translated from French)
