The other day, chatting with my friend Andrzej Mateusz Wajda, we landed on something that only sounds obvious to those who haven’t quite grasped the present moment: UI is dying.
And no, I don’t mean the end of rounded buttons or those sunset-over-the-pool landing pages with the smiling couple. I’m talking about the interface as the decision-making layer between humans and machines.
That layer is quickly becoming a commodity.
At best.
At worst, it’s dead weight.
We’re moving—slowly but inevitably—into a post-UI era. A world where users don’t browse our websites, compare pages, or absorb our carefully crafted storytelling. Instead, they rely on AI agents, personal assistants, super apps, conversational layers.
The interface becomes fluid. Invisible.
And at that point, dear hotelier, you’re no longer a brand. You’re a backend.
Your beautiful ARI inventories turn into nothing more than availability rows.
APIs.
JSON.
That’s it.
In tourism, this could be devastating. If the UI is outsourced to a chatbot, to Siri, to a GPT trained better than your finest concierge, then the hotel becomes pure inventory.
And you know who wins, don’t you?
Whoever controls the agent. Google. Booking. TikTok.
The rest of us? Silent suppliers.
Commodity providers with a sea view.
A beautiful view, sure.
But still just providers.
See you next week,
SIMONE PUORTO
