distribution

The 3 traditional pillars of direct distribution will continue to play a role, although their relative importance will shift as AI becomes more prevalent

To reclaim profitability this year, hoteliers must shift from a passive OTA supplier mindset to one of active OTA strategy management

There are techniques you can deploy to help you extend your booking window, giving you more lead time, steadier occupancy and healthier ADR

The next phase of competitive advantage for hotels will be defined by profitability, channel intelligence, and a guided approach to direct bookings

For hotels, the real issue is not who builds the smartest model. It is who controls demand at the moment of booking

Hotels that can connect directly into this agentic ecosystem will gain a critical advantage and reduce reliance on OTAs or static booking engines

For hotels, the issue is strategic uncertainty. In Google’s world you broadly know the rules. In the AI world, organic visibility is still opaque

The common thread across these predictions is structural change. Technology, economics, and distribution power are reshaping the industry

Hotels are seeing modest revenue growth, but margins are tightening. Rising labor costs, shorter lengths of stay, and OTA reliance are eroding profit

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