10 February 2026 - 10 Minutes News for Hoteliers

1 min

Testing ads in ChatGPT | eric lutz 🫒 | 22 comments

📰 OpenAI has started running ads in ChatGPT. Sam Altman, CEO of OpenAI, previously called this a "last resort." Hotels could be affected as ads might feature sponsored hotels rather than the best options. AI is evolving rapidly, impacting traditional hotel distribution channels. Hotels with robust commerce infrastructure will adapt, while those with outdated systems might face new financial challenges. This shift mirrors the online travel agency (OTA) model, with AI as a powerful new medium.

2 min

The luxury In-Store Experience: Why even the best brands are failing…. Incredible storytelling. Flawless brand strategy. Aesthetic perfection. Powerful communication. An inspiring ideology. And… | Natalia Jaramillo | 23 comments

🏠 Luxury brands falter in delivering memorable in-store experiences despite strong storytelling, brand strategy, and aesthetics. Notably, brands like Brunello Cucinelli in Dubai and Miami lack magic and transformation. A Global Chief Marketing Officer admitted uncertainty about translating storytelling into boutique settings. The issue is widespread across luxury brands. The problem lies in mistaking luxury service for luxury experience. THE LUXURY HOUR next month aims to transform storytelling into storydoing and storybeing.

1 min

This is how ads look like inside of ChatGPT. They appear at the bottom of the response, have a "Sponsored" tag and options to hide or report the ad plus a short explanation why the user is seeing… | Juozas Kaziukėnas

📶 Ads in ChatGPT appear at the bottom of responses, labeled "Sponsored," with options to hide or report. These ads, available for a small user set in the US, are decided in the ChatGPT backend, not client-side like on Facebook or Google. They don't influence answers, and user data shared with advertisers is minimal. Ads can appear side by side, similar to Amazon's sponsored products, and refreshing the conversation retains the same ads.

3 min

Baccarat Residences Saadiyat launches in Abu Dhabi

🏠 Aldar Development announced Baccarat Residences Saadiyat in Abu Dhabi’s Saadiyat Cultural District. The development includes 77 residences with views of Guggenheim Abu Dhabi and the Arabian Sea. Designed by Sou Fujimoto Architects and StudioPCH, amenities feature a private spa, infinity pool, and concierge services. Located near beaches, golf clubs, and educational institutions, this marks Baccarat's first UAE residential project. Jonathan Emery emphasizes its luxury, while Baccarat's Barry Sternlicht praises Saadiyat's cultural ambition.

1 min

The Ritz-Carlton New York, Central Park, acquired by Gencom

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2 min

Marriott International Q4 U.S. RevPAR dragged down by government shutdown, but up globally

🚨 A 43-day government shutdown pulled Marriott International's U.S. and Canada RevPAR into negative territory in Q4 2025. However, RevPAR increased globally by 2%, with international markets seeing a 6.1% surge. Q4 net income reached $445M, while adjusted net income was $695M. Marriott added 73,600 rooms, achieving a 4.3% net room growth, totaling 9,800 properties by year-end. In 2026, Marriott projects 1.5-2.5% RevPAR growth and plans to return over $4.3B to shareholders.

4 min

Talent, Technology and Tenacity: The State of India’s Accommodation Industry in 2025

📈 Indian accommodation sector thrived in 2025, with 75% of hoteliers optimistic about growth. 70% reported higher occupancy rates, while AI adoption and upskilling are priorities. Hoteliers plan to hire 9.9 employees on average, focusing on housekeeping and food roles. Investment intentions dipped slightly, with 14% scaling back. Digital platforms are vital in mitigating seasonality, with 79% finding them effective. The survey by Statista and Booking.com involved 250 executives, conducted between July 7 and September 1, 2025.

1 min

Domaine des Etangs, Auberge Collection taps new GM

🏡 Domaine des Etangs in Charente, France, has appointed Damien Bastiat as general manager. The 13th-century château will reopen in March. Bastiat, with 30 years of luxury hospitality experience, recently managed Almae Collection and previously led hotels like Hotel Le Toiny St. Barth and Ballyfin Demesne. The property joined Auberge Collection in April 2023. Mo Elbanna of Auberge Collection praises Bastiat’s leadership as they aim to establish the château as a luxury destination.

2 min

Walker & Dunlop Arranges $371.5 Million in Financing for The Nashville EDITION Hotel & Residences

🏨 Walker & Dunlop arranged $371.5 million to develop The Nashville EDITION Hotel & Residences in Nashville's Gulch. The 28-story tower will feature 261 hotel rooms and 84 residences, plus amenities like a spa, golf simulator, and rooftop pool. Positioned at 11th Ave N and Grundy Street, the project adds to Nashville's luxury hospitality scene, addressing local demand for upscale living. The Nashville MSA hosts over 2.1 million people and 40,000 businesses, indicating strong market momentum.

6 min

The Myth of Hotel Loyalty

🏨 Hotels, over 30 years, equated loyalty with transactions, using points and tiers rather than genuine recognition, leading to a transactional, not loyal, relationship. Independent hotels, like John Sutton's Journey, focus on genuine guest understanding, not just data collection. Loyalty should be about recognition and care, not just points. Sutton, previously from a $10B tech firm, promotes hospitality's original promise: making guests feel known. Points attract; care retains.

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