An AI agent that cannot read your rates does not rank you lower. It leaves you out of the answer.
Skift ran the test. Sean O'Neill reported on 2 October 2026 that Meta's Muse agent could not pull rates from Hilton, Marriott or Hyatt, stopping at the room and rate step with a "Something went wrong" error, even after logging in with Hilton Honors. A rival agent, Instinct, ran the same searches on all three and returned matching member rates. Hilton says it blocks nobody and takes bookings from Muse. BTIG analyst Jake Fuller had told clients "Hilton blocked Muse".
Both can be true. Nobody locked the door and the agent still could not get in.
Three checks before you blame visibility
- Run the booking flow twice, through an agent and in a browser. Note where it stops.
- Watch the room and rate step, not the homepage. Sessions and login walls break there.
- Ask your booking engine vendor in writing what it does with agent traffic: serve, throttle or block.
Rafael Osborne (Profit Guest Services): if the largest chains can fail this test, so can your booking engine.
Is this costing bookings today? Rarely. But the answer that never listed you is one you never see.
This content was created with the help of artificial intelligence and reviewed by Rafael Osborne (Profit Guest Services) before publishing.
