ai

For hotels, this could mean asking fundamentally different questions of their data, moving from reactive analysis to proactive insight generation

Hotels that articulate why they are worth the price – through storytelling and personalization – will outperform those that compete primarily on rate

As we look ahead to 2026, one thing is clear for hotel general managers and revenue leaders: digital distribution and demand generation are becoming less controllable, more automated, and increasingly […]

Trying to predict the future of hospitality in 2026 can feel like staring into a cloudy crystal ball. Rapid technological change – particularly in artificial intelligence – has made long-term […]

Hotel search and booking are merging into a single AI-driven process, pulling control further upstream and compressing the booking funnel

From personalising guest interactions to optimising marketing campaigns, AI offers opportunities to elevate operational efficiency and guest satisfaction

Not only can pricing become more personalised, but also the entire package and experience. I expect attributes and individualisation to play a bigger role

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