ai

The real question is no longer should we use AI in hotel ads, that’s settled. The question is, which decisions are better made by machines

Over the next five years, expect OTAs to compete to influence decision formation. That is not evolution. That is a structural shift in bargaining power

Here is the unvarnished reality of the Marriott-Google AI direct booking play and why the “logical path” forward requires a fundamental rethink

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