Artificial Intelligence

There is immense pressure to acquire AI solutions immediately, often causing leaders to rush into implementation before laying the proper groundwork

An MCP is not a system of record. It eeceives structured requests, routes them to the correct system, and translates responses into AI-readable formats

The question is not whether AI affects distribution; it already does. It is how deliberately hotels choose to compete in this new front line of visibility

Modern AI is a prediction engine. When the data it receives is incomplete or ambiguous, it fills in the gaps. That is a hallucination

AI in hospitality is not reserved for large chains. Small, independent hotels are using it to boost revenue and personalize guest experiences

It is unwise for hotels to rely solely on hotel guest personas. The way forward is interaction informed data and understand why guests make decisions

Forecasting, excel modelling, pattern detection, scenario simulation. These were once the differentiators that defined revenue and commercial leadership

The role of the website as an interface will be threatened as it faces increasing competition from conversational channels that operate outside a browser

AI in hotels is entering a disciplined phase where deployment alone is no longer the goal. The focus has shifted to whether it produces operational impact

Successful pricing strategies should be based not only on data, but also on a deep understanding of human decision-making psychology