This week, a front desk executive succeeded where technology failed – she made me rethink my booking behaviour with a single human act.

No algorithm. No AI layer. No vibe coding. Just awareness, initiative and follow-through.

Last week I checked into Amari Boulevard Kuala Lumpur. Since we launched Travel Tech Thursdays in Kuala Lumpur, it has become my regular base because it’s near the Wego offices where we hold our events.

The first time I tried to book, I did what hotels always say they want us to do –book direct. I went to the hotel website, intending to join the Onyx loyalty programme and see if I could build a relationship from the start – okay, earn points too.

The experience was so clunky and frustrating that I gave up halfway.

I switched to Booking.com. Two minutes later, room secured, confirmation received, done.

And I remember thinking: this is exactly why customers prefer OTAs – because they are so convenient and efficient

For my next few stays, I repeated the pattern. There’s something to be said about familiarity, especially when it’s that or friction.

Then something different happened.

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