Artificial Intelligence

The 3 traditional pillars of direct distribution will continue to play a role, although their relative importance will shift as AI becomes more prevalent

The main value of agentic AI is that it automates entire multi-step workflows by bridging the gap between systems

MCP. GEO. Agentic AI. LLMs. They are dropped into conversations as if everyone already knows what they mean. Most people nod along

AI has not eliminated the travelers journey; it has condensed it. Discovery is faster, options are filtered earlier with less touchpoints before deciding

The overarching theme for 2026 is execution. Efficiency and process optimisation will separate resilient hotels from those that struggle

Silos in Hotel will be broken by technology. The question is does this happen in a strategic way or in an uncontrolled manner that fuels conflict

Hotels that invest early in AI adoption, proactively monitor demand drivers, and rethink labour strategies will be best positioned

For hotels, the real issue is not who builds the smartest model. It is who controls demand at the moment of booking

Hotels that can connect directly into this agentic ecosystem will gain a critical advantage and reduce reliance on OTAs or static booking engines

Hotels are seeing modest revenue growth, but margins are tightening. Rising labor costs, shorter lengths of stay, and OTA reliance are eroding profit