Artificial Intelligence

When hotel teams misunderstand the differences between automation and AI, they expect AI to perform the tasks of automation, and vice versa

The AI hotel booking assistant changes the dynamic completely. It never clocks out, never hesitates, and never leaves a guest hanging

We have been moving steadily away from hospitality (relationships) and toward processing (transactions). AI will not reverse this but accelerate it

Although conceptually similar to an API, an MCP functions as a universal standard. It is the native way to connect with AI through assistants

While the adoption of artificial intelligence in the RMS is rising rapidly, confidence in the technology’s decisions often remains low

The time for static distribution is over; future rewards speed, data completeness, and strategic control. The essence of an AI-Native Distribution Strategy

The people getting the most value from AI today are those using it in a way that gives them more control over their decisions, not less

For hotels it’s a new distribution channel that doesn’t look like anything before. We’re not at the beginning of an experiment; we’re deep in the rollout

As we think about hotel distribution and marketing priorities, integrating AI is not only urgent but no longer an option

The latest McKinsey Global Survey on the state of AI reveals a landscape defined by both wider use and stubborn growing pains