Hotels warned on AI readiness as tools gain traction
Access Hospitality has warned that many hotels are not ready to use artificial intelligence effectively, limiting the value they can get from AI tools.
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What Hospitality Brands Should Consider When Deploying AI
There is a version of AI adoption in hospitality that hotel leaders should resist: the version sold as a shortcut for fewer staff, fewer touches and fewer moments of genuine human connection…
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AI summaries of Tripadvisor hotel reviews understate complaints, investigation finds
Tripadvisor’s new AI-generated review summaries for hotels have not picked up on reports of food poisoning, sexual harassment and hygiene failures, an investigation has found.
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AI Reshapes Hotel Paid Media as Click-Through Rates Plummet
The rise of AI-driven search and advertising is rapidly changing the effectiveness and strategies of hotel paid media, with declining click-through rates, increased zero-click searches, and a shift in advertising power from Google to Meta, requiring…
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Hotels strive to be found as AI models conduct travel search
With people increasingly adopting AI to help plan their vacations, hotels are working to make sure that you check them out—and check in.
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Hotels Technology AI Implementation Getting Search Strategy Wrong in 2026
Hospitality tech leaders argue hotels are implementing AI incorrectly by prioritizing search optimization in 2026. Industry experts say the sector needs fundamentally different strategies to unlock AI's true potential…
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The Algorithm Can't Say Welcome: Why Hospitality Still Needs a Human Face
Industry research shows 70% of hotels report guests still prefer human interaction for check-in and complex requests, despite AI efficiency gains.
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Will AI Kill Brands? Or Make Them Stronger?
There’s a growing narrative that AI, OTAs, and marketplaces will commoditize everything. In that theory brands will not matter because users can simply “search through to the product” and pick the best option. In theory, that sounds true. In…
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Agentic Hotel Bookings: What Are We Actually Talking About Here?
'Agentic booking' has become one of those phrases everyone uses and few define, it sounds futuristic, powerful, inevitable, but when you listen closely, people mean very different things.
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OpenAI's 'stunning admission': Maybe people don't want to book stuff inside ChatGPT
Not so long ago, OpenAI would announce a grand expansion, and stocks in the relevant sector would swoon. Now, the opposite is happening.
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Who needs PR in the age of AI: can’t ChatGPT just do it all for me?
Becca Krug, client services director at Davies Tanner, assesses the strategic role AI should and shouldn’t play in a hotel’s marketing and PR activity.
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Hotel CEOs on AI, distribution, and the next battle for direct
For years, hotel CEOs have talked about the power struggle between brands and online travel agencies (OTAs). But now, a new force is reshaping that battleground – Artificial Intelligence.
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Amenitiz raises $45M to empower independent hotels with AI management
Independent hoteliers and smaller property managers throughout Europe have struggled with using multiple disconnected tools and outdated software that do not meet their specific operational needs.
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AI Buzzwords Decoded (for Hoteliers Who Just Want to Know What the Heck Is Going On)
If you’ve been anywhere near LinkedIn lately (including my profile), you’ve probably been hit by an alphabet soup of acronyms: AI, GenAI, AEO, GEO, MCP, A2A, and maybe even a mysterious “agentic something”…
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Africa's Hotel Sector Leads the World in AI Adoption, New Study Reveals
Hotel chains in Africa and the Middle East are leading the world in AI adoption and integration, according to a new global study by h2c, commissioned by hotel technology provider Profitroom…
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AI assistants make widespread errors about the news, new research shows
Leading AI assistants misrepresent news content in nearly half their responses, according to new research published on Wednesday by the European Broadcasting Union (EBU) and the BBC.
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Hilton’s Nassetta ignores noise, bets better years ahead
Geopolitical and economic turmoil “noise” be damned. Hilton President and CEO Chris Nassetta is willing to bet 2026 hotel performance will be better than 2025, and 2027 will be even stronger than 2026…
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Amsterdam Hotels on AI Risks: Protecting Guest Privacy with Secure Systems, Ireckonu Warns
In a significant warning to the hospitality industry, Ireckonu, a leading provider of technology solutions for hotels, has raised alarms about the potential privacy risks hotels face when using public AI tools like ChatGPT with guest data. With the…
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