In this insightful interview, Scott Dahl and Mercedes Blanco discuss the evolving landscape of upselling and cross-selling in the hotel industry heading into 2026. They highlight how traveler preferences have shifted away from just prices and views toward meaningful, personalized experiences, emphasizing the emotional story behind offers. Mercedes shares her extensive expertise in digital marketing and hospitality technology, underscoring the fast-paced integration of AI in enhancing guest experiences, marketing strategies, and direct booking channels.
Scott and Mercedes explore the challenges hotels face, including data ownership conflicts between hotels and OTAs, the generational and cultural differences in traveler behavior, and the critical need to balance personalization with privacy and regulatory compliance. They also note how AI, particularly channels like ChatGPT, is rapidly transforming travel research and hotel distribution, urging the industry to adapt quickly or face disruption similar to the past digital revolutions.
Throughout the conversation, the importance of putting the traveler at the center, embracing technology while not losing the human touch, and experimenting with new solutions is emphasized. Scott Dahl and Mercedes Blanco provide rich, practical examples of AI applications in upselling, operational efficiency, and guest engagement, leaving a clear call to action for hospitality professionals to move decisively with innovation to thrive in a complex and changing market.
TIMELINE
Introduction, theme of upselling/cross-selling in hotels
Mercedes’ background and path to current role
Analysis of adding value in the industry through AI/data
State of personalization in hotel marketing
Generational/cultural travel trends and localization
Impact of AI (e.g., ChatGPT) and new digital channels
Distribution channels and new booking modes via AI agents
Data, privacy, and friction in guest experience
Personalization limits, privacy, regulation, GDPR
Practical AI applications in hotels: upselling/cross-selling
Combatting silos, total revenue management, team alignment
Future outlook: booking through AI agents
Trust in AI recommendations, consumer adoption
OTA competition, partnerships, and industry initiatives
Language barriers, AI concierge, global reach
Final advice, embracing experimentation, closing remarks
About Hospitality Net
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