Artificial Intelligence

AI can help hotels increase direct bookings, but the value comes from improving efficiency and visibility rather than replacing human decision-making

When hotels base their strategy on real-time demand signals, marketing becomes more responsive and more efficient

Dashboards provide a stable, repeatable truth for metrics but are often over-engineered, static, and force users into pre-conceived analytical paths

AI can make revenue management work leaner and more precise, but without the right prompt, results are mediocre at best or, at worse, harmful

AI doesn’t reward those who publish the most structured data. It rewards the brands whose data reflects real-world trust, consistency and performance

Not only will MCP bring hotels greater visibility on AI tools, it primes them for the next phase of AI rollout: agentic AI

The problem is not that ChatGPT is “bad at revenue management.” The problem is that it does not actually do revenue management at all

How does your hotel produce or revise its content to ensure it’s best structured for visibility in AI search engines?

We are entering an era where the Revenue Manager is no longer the person who updates the system, but the one who orchestrates the commercial strategy

There’s an alarmingly broad spectrum across the hotel industry when it comes to technology uptake, and AI is the newest entity to find its place