Canonical URL: https://elacelerador.es/en/data-and-automation/mirai-operational-knowledge-ai-guest-questions-direct-sales/ --- description: Mirai connects its 30/70 guest-question observation with Knowledge, information maintenance and distribution to AI assistants. title: Mirai: operational knowledge and AI hotel questions image: https://elacelerador.es/images/social/v1/mirai-puts-operational-knowledge-centre-hotel-sales-through-ai-f8c4c7c112d6ea02b8dd4ce4a05b62cc.jpg --- 1. [Home](https://elacelerador.es/en/) 2. [Data and automation](https://elacelerador.es/en/data-and-automation/) # Mirai puts operational knowledge at the centre of hotel sales through AI Mirai estimates that around 30% of Sarai guest questions can be answered from a hotel website. Its analysis connects operational knowledge with information needed throughout the… By [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 18 October 2026 at 18:31 CEST 12 min read [ Add as preferred source ](https://www.google.com/preferences/source?q=elacelerador.es&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn") [ ](https://wa.me/?text=Mirai+puts+operational+knowledge+at+the+centre+of+hotel+sales+through+AI+https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on WhatsApp") [ ](https://t.me/share/url?url=https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dtelegram%26utm%5Fmedium%3Dsocial&text=Mirai+puts+operational+knowledge+at+the+centre+of+hotel+sales+through+AI&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Telegram") [ ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dfacebook%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Facebook") ![Two uniformed people behind a hotel reception desk with a computer and flowers](https://elacelerador.es/images/variants/v1/mirai-puts-operational-knowledge-centre-hotel-sales-through-ai-two-uniformed-people-w1280.webp) A hotel reception in South Africa on November 17, 2017\. Archive photograph. Framing and size adapted. Photo: [Spensnook · CC BY-SA 4.0](https://commons.wikimedia.org/wiki/File:Hotelreception.jpg?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) **In this report** 1. [The customer's question may sit outside the sales page](#article-section-the-customer-s-question-may-sit-outside-the-sales-page) 2. [Dispersed content is also a distribution problem](#article-section-dispersed-content-is-also-a-distribution-problem) 3. [Conversations feed the maintenance of the information base](#article-section-conversations-feed-the-maintenance-of-the-information-base) 4. [Updating information and communicating a policy](#article-section-updating-information-and-communicating-a-policy) 5. [Two ways to discover and purchase a stay](#article-section-two-ways-to-discover-and-purchase-a-stay) 6. [Identity and authority: who speaks for the property](#article-section-identity-and-authority-who-speaks-for-the-property) 7. [From the click to the task: another way to observe the journey](#article-section-from-the-click-to-the-task-another-way-to-observe-the-journey) 8. [The supplier relationship becomes part of commercial strategy](#article-section-the-supplier-relationship-becomes-part-of-commercial-strategy) 9. [Who's who and how to read the figures](#article-section-who-s-who-and-how-to-read-the-figures) 1 figures * [Where the information needed to answer comes from](#article-figure-1) [Download data (CSV)](https://elacelerador.es/en/download.csv?article=%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F) Chart values, table cells, source references and the report revision date. The information a hotel publishes to sell a stay is not identical to everything somebody may need to know about it. [Mirai](https://elacelerador.es/en/company/mirai/) puts that difference at the centre of its analysis of hotel distribution through artificial intelligence. After analysing millions of conversations handled by Sarai, its assistant, the supplier estimates that around 30% of guest questions can be answered directly from a property's website. The remaining 70% depend on operational knowledge that is generally absent from public pages. The observation appears in “One Internet. Two distribution ecosystems” , an article by Pablo Delgado dated September 9, 2026\. The Spanish supplier uses it to argue for a strategy extending beyond a site's visibility: organising the information with which a hotel can answer and the capabilities through which it can act when the interlocutor is an AI assistant. The argument has a specific commercial application. A description can inspire a visit, but a question about policies, services or an exception can influence whether somebody continues towards booking. Mirai combines that reading with Knowledge, its structured information base, and a process in which conversations reveal missing content. The asset it proposes managing is the property's knowledge, serving acquisition, assistance and the subsequent guest relationship. ## The customer's question may sit outside the sales page According to Mirai, the approximate 30% and 70% distribution concerns questions within conversations handled by Sarai. The supplier refers to millions of conversations and a general pattern, rather than presenting the figures as a representative survey of Spanish hotels. The material includes questions before, during and after stays: operational information serves different stages of the commercial relationship. The article includes policies, procedures, exceptions, services and practical details within that knowledge. Those elements can matter when travellers compare options, already hold a reservation or use the accommodation. The figures help explain why the supplier considers it insufficient to prepare for AI solely by making public pages easier to read. The data behind the story ### Where the information needed to answer comes from Approximate distribution reported by Mirai after analysing questions within millions of conversations handled by Sarai. It compares information available on the hotel website with operational knowledge generally absent from public pages. Questions, approximate proportion Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** Mirai · Un Internet. Dos ecosistemas de distribución The supplier’s own estimate of questions in Sarai conversations. The analysis published on September 9, 2026 does not specify a fieldwork period, exact count or geographical representativeness. It covers needs before, during and after stays, rather than sales or conversion percentages. Explore the data table Scroll left or right to see all columns __Where the information needed to answer comes from (%)__ | Category | Questions, approximate proportion | | -------------------------------- | --------------------------------- | | Hotel website | 30% | | Additional operational knowledge | 70% | The website performs another function within the journey. The analysis itself recognises its role in inspiring, marketing and converting visits. It organises images, messages and navigation for people seeking information about a stay. Mirai argues that this design does not automatically make the site a complete operational knowledge base. The problem it describes arises when a conversation requires information the public presentation does not contain. This matters to marketing because an answer can be relevant to a purchase without being a price enquiry. Customers may need to understand how a service works or which policy applies before making their choice. Serving that intention requires property information at a different level of detail from a campaign message. In Mirai's model, that information connects with the commercial conversation. ## Dispersed content is also a distribution problem The description of Knowledge , published as product background in March, explains where the supplier sees the problem. Information may exist on the website, in PDFs, in descriptions copied across systems or in the team's manual responses. When content changes, those versions can become inconsistent with each other. The proposal structures that material in a master database. Mirai lists hotel information, services and policies, descriptive content, additional services, nearby points of interest and elements relevant to the decision. This organisation aims to make the same knowledge reusable across channels, rather than maintain an independent copy for every interface or platform. There are two audiences for that reuse. One comprises the hotel's assistant and external agents consulting the information; the other is the property's own staff or contact centre. The base is not conceived solely as material for publication. The supplier presents it as a resource for contextual responses, both within an automated conversation and for the team assisting the customer. The distribution task involves deciding which information feeds those contact points. If a policy is maintained in several versions, the answer may change with the channel a guest chooses. Mirai sells an organisation based on a shared source of content. Its rationale is that the property retains control of the information assistants use to explain its services and conditions. ## Conversations feed the maintenance of the information base The documentation places Knowledge management in Lobby, the conversational ecosystem's operating panel. From there, according to the supplier, a hotel can edit and expand its base, review guest questions, identify gaps and incorporate material that has not been structured. The assistant's activity becomes an input for maintaining information. The mechanism is more specific than simply reviewing a history. Mirai says the system automatically cross-checks real enquiries against existing content and suggests completing or improving what is missing. The process it describes starts with a question, identifies an information gap and returns an updating task to the property. A subsequent conversation can use the expanded material. For the commercial team, this gives enquiries another use. They are not only individual contacts requiring an answer: they also show what people interacting with the hotel need to know. A recurring question can inform the content maintained in the base, while staff decide which official information should be added. Conversations participate in shaping future responses. This differs from selecting keywords to attract visits. It works with needs expressed by people who have already initiated contact through questions. It can coexist with acquisition content while serving another task: ensuring the necessary information exists, is maintained and reaches the channel where the traveller requests it. That is the operational connection between knowledge and the commercial relationship the provider describes. ## Updating information and communicating a policy Knowledge is also presented with a proposal for conversational management. The documentation uses future wording to explain that content could be added or changed through written or spoken language, with the system structuring that information in the base. Mirai communicates this as a product direction within the same approach to centralising knowledge. The supplier's examples explain the changes it envisages. One introduces a 7:30 weekend breakfast starting time; another communicates a pool closure for refurbishment from May 15 to 31\. These illustrate updating situations, rather than notices from a particular hotel. Each contains a service, a condition and a temporal application that a generic property description does not capture by itself. The commercial difference appears when somebody asks about that condition. An image may show a pool or breakfast, while a conversation needs to establish whether the service will be available during the stay being considered. Structuring the information allows the detail to become part of the knowledge the hotel maintains, with context reusable in an answer. The property retains its role as the source. The documentation says the hotel defines the information and makes it available to the system. The proposal is not simply to collect whatever exists online about a property: the owner organises and distributes its content, including the operating conditions it chooses to communicate to guests and assistants. ## Two ways to discover and purchase a stay September's article places that work within two distribution models which, in Delgado's view, will coexist. In the web environment, travellers search, compare alternatives, visit pages and complete reservations. Hotels work on that journey through SEO, search advertising, metasearch, attribution models and conversion optimisation. The author considers it an environment that will remain important to direct sales. The second proposed model involves assistants acting through delegation. Travellers express a requirement and the interface converses, consults sources or executes actions to help resolve it. The article describes this development as Mirai's strategic hypothesis for the market, with different information and interaction requirements. Its thesis is that hotels will need to compete within both journeys. The distinction changes what technology suppliers need to provide. A page is organised for somebody to read and navigate; an agent needs knowledge and functions it can use. Mirai relates that difference to availability, rates and conditions, and to actions associated with reservations. The same stay may be presented through a navigation interface or a conversation. Operational knowledge gains importance in that transition. Visibility allows a property to enter a comparison, while a precise answer requires the system to hold the necessary detail. The supplier proposes continuity between discovery, knowledge and the ability to act. Instead of treating every answer as an isolated text, the interaction would use information and rules maintained by the hotel. ## Identity and authority: who speaks for the property Delgado organises preparation for that environment into four blocks: identity, authority, knowledge and capabilities. This is the author's proposed framework, rather than a universal distribution standard. Identity addresses how an assistant recognises the source as the hotel itself or an authorised supplier. The commercial issue is distinguishing official information from other descriptions of the same property. Authority adds another question: being the official source and persuading an agent to regard it as reliable are related but different tasks. The analysis mentions reputation, data quality and freshness, the range of capabilities and successful executions as potential factors. It places them within its vision for an ecosystem whose eventual form remains open. For Mirai, knowledge is the operational information maintained by a property, while capabilities are the actions a system can enable. Consulting availability and prices differs from describing a room; modifying a booking differs from explaining its policy. The framework separates those functions to show what a hotel would need to provide beyond a page designed for discovery. The supplier's public documentation says every hotel connected to its platform has its own MCP endpoint, alongside a supplier-level endpoint representing the direct channels of thousands of hotels. MCP is the connection protocol it uses to expose information and functions to compatible assistants. The company presents this infrastructure as the technological bridge in its proposition, allowing access to knowledge and transactional capabilities. ## From the click to the task: another way to observe the journey Delgado's comparison also addresses analytics. Against sessions, clicks and page views in the web environment, he proposes observing visibility, conversations, tool calls, executions and completed transactions. These are the categories he puts forward for understanding an agent's journey, whose interaction with hotel systems can involve different steps from a person's navigation. An availability enquiry illustrates the distinction. An assistant may consult options and obtain an answer useful to the traveller; completing a reservation involves another action. Within the article's framework, both belong to the journey, but describe different tasks. The distinction allows information consultation and executed operations to be considered without reducing every interaction to a page visit. The author lists specific capabilities hotels could expose: consulting real-time availability and prices, creating or modifying bookings, identifying loyalty members, downloading an invoice, processing payments or managing cancellations. He presents them as functions the ecosystem will require, rather than a list of operations any assistant can already perform at every hotel. His proposal connects each action with a system able to execute it. For marketing, this expands the interactions forming the customer relationship. Search and comparison may produce an enquiry; the enquiry may need maintained knowledge or a transactional function. The supplier's argument is to prepare those connections through hotel infrastructure. The information base supplies context, while capabilities determine which task can continue from an answer. It is an argument about organising the route between knowledge and action, alongside the continuing work of attracting and converting visitors through the hotel's website. ## The supplier relationship becomes part of commercial strategy The analysis gives technology partners an important role in that preparation. Hotels already use specialists for systems such as booking engines, CRS and PMS platforms; Mirai proposes those partners can also provide the connection with AI assistants. Its commercial position is to supply the necessary organisation and connectivity through the infrastructure supporting the direct channel. Delgado distinguishes that task from the job of a traditional content management system. A CMS was designed to publish pages, rather than expose structured operational knowledge or real-time transactional data. He expects those platforms to evolve, but does not place the web server at the centre of interaction between agents and hotels. His proposal assigns that connection to suppliers already operating the property's systems, rather than requiring the hotel to build the technology itself. The article also separates the commercial objective from the particular protocol. Mirai says it is preparing connected hotels to participate in the agent environment without rebuilding their technological infrastructure. The author considers it secondary whether MCP becomes the dominant standard or evolves into another format. He compares that preparation with exposing rates in Google Hotel Ads or connecting to metasearch: a capability the technology partner incorporates within the service it provides to the property. This strategy includes an explicit position on intermediation. Delgado warns of the risk that large OTAs could again monopolise the information source unless knowledge is distributed by hotels or their authorised partners. He presents it as an issue of direct-channel control, rather than a measured outcome of the question analysis. For Mirai, structuring official information and providing it through connections form part of competition for the digital relationship with travellers. The delegation model he describes retains the traveller's final decision. An assistant may help search, compare or act, while the person keeps control of the choice. The author envisages those interactions extending through applications and other interfaces alongside browsers. His thesis does not require abandoning the website: the user will choose how to interact, he argues, and hotels will need to serve both forms of distribution through the technological partners they select. ## Who's who and how to read the figures Mirai is the supplier identified in its legal notice as Mirai España S.L., entered in the Madrid Commercial Register. Pablo Delgado is the author of the two-ecosystems analysis. Sarai is the supplier's assistant, Knowledge its structured information base, and Lobby the panel for managing content and conversational activity. An MCP endpoint is a connection point using the protocol Mirai employs for compatible assistants. The approximate 30% and 70% proportions come from Mirai's account of questions within Sarai conversations; the article refers to millions of conversations without an exact count or fieldwork period. They describe the source of information needed to answer, rather than sales or conversion. March's Knowledge documentation is product background. September is the analysis's publication date, rather than an inferred measurement date for those proportions. [Back to top ↑](#article-top) ## In this article ### Companies * [Mirai](https://elacelerador.es/en/company/mirai/) ### Sources and documents * [Mirai: Un Internet. Dos ecosistemas de distribución, análisis de Pablo Delgado del 9 de septiembre de 2026](https://es.mirai.com/es/blog/un-internet-dos-ecosistemas-de-distribucion/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Mirai * [Mirai: Knowledge, descripción de producto del 12 de marzo de 2026](https://es.mirai.com/es/blog/knowledge-la-base-de-datos-maestra-que-convierte-tu-hotel-en-una-fuente-de-verdad-para-la-ia/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Mirai * [Mirai: identidad de Mirai España S.L. y registro mercantil](https://es.mirai.com/es/aviso-legal/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Mirai Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn") [ ](https://wa.me/?text=Mirai+puts+operational+knowledge+at+the+centre+of+hotel+sales+through+AI+https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on WhatsApp") [ ](https://t.me/share/url?url=https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dtelegram%26utm%5Fmedium%3Dsocial&text=Mirai+puts+operational+knowledge+at+the+centre+of+hotel+sales+through+AI&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Telegram") [ ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Felacelerador.es%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F%3Futm%5Fsource%3Dfacebook%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Facebook") ![Portrait of Marian Vasile](https://elacelerador.es/images/variants/v1/marian-vasile-autor-acelerador-retrato-w320.webp) [LinkedIn](https://www.linkedin.com/in/nairamelisav/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) About the author ## [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution. ## Related articles [Data and automation](https://elacelerador.es/en/data-and-automation/) Analysis ### [Smartme puts Spain's ad-reachable CTV audience at 31.2 million](https://elacelerador.es/en/data-and-automation/smartme-ctv-september-advertising-audience-spain/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 18 October 2026 12 min [Data and automation](https://elacelerador.es/en/data-and-automation/) Analysis ### [Automate marketing with clear accountability](https://elacelerador.es/en/data-and-automation/automate-marketing-with-clear-accountability/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 5 min [Data and automation](https://elacelerador.es/en/data-and-automation/) Analysis ### [Reduce the effort of joining a platform](https://elacelerador.es/en/data-and-automation/reduce-the-effort-of-joining-a-platform/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 5 min **In this report** 1. [The customer's question may sit outside the sales page](#article-section-the-customer-s-question-may-sit-outside-the-sales-page) 2. [Dispersed content is also a distribution problem](#article-section-dispersed-content-is-also-a-distribution-problem) 3. [Conversations feed the maintenance of the information base](#article-section-conversations-feed-the-maintenance-of-the-information-base) 4. [Updating information and communicating a policy](#article-section-updating-information-and-communicating-a-policy) 5. [Two ways to discover and purchase a stay](#article-section-two-ways-to-discover-and-purchase-a-stay) 6. [Identity and authority: who speaks for the property](#article-section-identity-and-authority-who-speaks-for-the-property) 7. [From the click to the task: another way to observe the journey](#article-section-from-the-click-to-the-task-another-way-to-observe-the-journey) 8. [The supplier relationship becomes part of commercial strategy](#article-section-the-supplier-relationship-becomes-part-of-commercial-strategy) 9. [Who's who and how to read the figures](#article-section-who-s-who-and-how-to-read-the-figures) [Download data (CSV)](https://elacelerador.es/en/download.csv?article=%2Fen%2Fdata-and-automation%2Fmirai-operational-knowledge-ai-guest-questions-direct-sales%2F) [Back to top ↑](#article-top) ## Related articles [Data and automation](https://elacelerador.es/en/data-and-automation/) Analysis ### [Smartme puts Spain's ad-reachable CTV audience at 31.2 million](https://elacelerador.es/en/data-and-automation/smartme-ctv-september-advertising-audience-spain/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 18 October 2026 12 min [Data and automation](https://elacelerador.es/en/data-and-automation/) Analysis ### [Automate marketing with clear accountability](https://elacelerador.es/en/data-and-automation/automate-marketing-with-clear-accountability/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 5 min [Data and automation](https://elacelerador.es/en/data-and-automation/) Analysis ### [Reduce the effort of joining a platform](https://elacelerador.es/en/data-and-automation/reduce-the-effort-of-joining-a-platform/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 13 October 2026 5 min ```json {"@context":"https://schema.org","@graph":[{"@type":["Organization","NewsMediaOrganization"],"@id":"https://elacelerador.es/#publisher","name":"El Acelerador","url":"https://elacelerador.es/","description":"Marketing and growth hacking with examples from Spanish companies.","email":"pr@elacelerador.es","publishingPrinciples":"https://elacelerador.es/en/editorial-policy/","correctionsPolicy":"https://elacelerador.es/en/editorial-policy/","verificationFactCheckingPolicy":"https://elacelerador.es/en/editorial-policy/","masthead":"https://elacelerador.es/en/about/","ownershipFundingInfo":"https://elacelerador.es/en/about/","logo":{"@type":"ImageObject","url":"https://elacelerador.es/icon-512.png?v=20261017-stacked"}},{"@type":"Person","@id":"https://elacelerador.es/author/marian-vasile/#person","name":"Marian Vasile","url":"https://elacelerador.es/en/author/marian-vasile/","description":"Marian Vasile is a MarTech and growth professional. 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