It doesn't make sense for a middleman like booking.com to let you completely bypass everything they offer.

However it certainly might make sense for an individual hotel to let you bypass the booking.com middleman (a middleman that the hotel dislikes already).

Scenario 1: You logon to booking.com, deal with a beg to join a subscription service (?), block hundreds of ads and trackers, just to search searching through page after page of slop trying to find a matching hotel. You find it, go to the hotels actual webpage and book there, saving a little bit of money.

Scenario 2: You ask your favorite Deep Research AI (maybe they've come up with Diligent Assistant mode) to scan for Thai hotels meeting your specific criteria (similar to the search filters you entered on booking.com) and your AI reaches out to Hotel Discovery MCP servers run by hotels, picks a few matches, and returns them to you with a suggestion. You review the results and select one. The AI agent points out some helpful deals and rewards programs that might apply. Your AI completes the booking.

The value that AI gave you is you no longer did the searching, dealt with the middleman, viewed the ads, got begged to join a subscription service, etc.

However to the hotel, they already don't really like booking.com middleman. They already strongly prefer you book directly with them and give you extra benefits for doing so. From the hotel's perspective, the AI middleman is cheaper to them than booking.com and still preserves the direct business relationship.