Booking and Google dominated the news cycle in hotels. And AI was of course a big topic. But that wasn’t all, following trends was the usual winner and Direct Bookings hit the news again.
Hello,
As with every year (almost every year) since 2011, I analyze the top headlines in hotel media to see what are the trends that get the most mentions and interest. I find analyzing the most clicked headlines to be a good way to see what interests the industry the most. So without further ado, here is the analysis. It is a long one, so between Christmas and New Year might be a good time to read it.
Best, Martin
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What was the big deal with Trends?
In 2024, experiential travel solidified its position as a dominant trend, with about 10% of all hospitality headlines focused on creating meaningful, passion-driven guest experiences. This represented a slight increase from 2023, where similar topics accounted for around 9%. Discussions centered on personalizing trips for guests through community engagement and passion-focused itineraries. Key articles emphasized how hotels could tap into niche preferences like culinary tourism, adventure travel, and wellness retreats.
Key Points Discussed:
- The growing demand for immersive, localized travel.
- Leveraging community ties to create unique offerings.
- Transitioning from broad “experiences” to “passion travel.”
What changed?
Last year, post-pandemic travel recovery and “revenge travel” featured prominently, with these topics appearing in about 5% of all articles. However, in 2024, these themes disappeared as the industry returned to normal. Travel booms like those following pandemic restrictions were no longer driving demand.
What caught my attention?
Minimalist luxury gained traction as a surprise trend in 2024, marking a 3% increase in coverage compared to 2023. Articles showcased how hotels are simplifying design and amenities, reducing waste in high-end services and aligning luxury with mindfullness and wellness.
Of course AI was everywhere, but how?
AI topics appeared in over 14% of 2024 headlines, doubling from 2023’s 6%. Discussions shifted toward how generative AI could hyper-personalize guest experiences, from tailored wellness programs to activity suggestions during stays. While the topic is still new and mysterious, it seems to be changing in the headlines.
Key Points Discussed:
- Integration of generative AI in chatbots for seamless booking and inquiries.
- Customizing room preferences and itineraries based on guest profiles.
- AI’s role in optimizing workforce efficiency and enhancing service delivery.
What changed?
The buzzy 2023 narrative around AI as the new thing evolved further into focused discussions on applications. I can’t say we have figured it out yet. My take on what AI will bring hotels is mostly pragmatic based on existing tech.
What caught my attention?
AI’s role in sustainability surfaced unexpectedly in 2024. This included applications like real-time monitoring of resource consumption and optimizing energy efficiency. There are things to do here, I think a lot of things are common sense though, so the risk is over-engineering. Still a good idea though.
Revenue strategies surged
More specifically within revenue strategies, direct booking strategies dominated almost doubled the number of headlines in 2024, compared to last year. The growing emphasis on bypassing OTAs and utilizing AI-driven tools for customer acquisition reflected hotels’ desire for greater revenue control. Which is the tendency in an up-market.
Key Points Discussed:
- Adoption of machine learning for dynamic pricing and real-time rate optimization.
- Growing consumer trust in hotel websites due to enhanced booking interfaces.
- Strategies to leverage loyalty programs for repeat bookings.
What changed?
Articles discussing general OTAs news dropped from 10% of total coverage in 2023 to under 4% in 2024. While OTAs remained very relevant, discussions shifted away from dependency to broader topics like AI-driven distribution and revenue management, and a bit of Booking’s regulatory struggle this year.
What caught my attention?
Subscription-based loyalty programs are back, and emerged as a revenue strategy in 2024, mentioned in around 3% of headlines. I think real loyalty programs are subscription based loyalty programs (the others should be renamed rewards programs, in my opinion). That they’re being spoken about as a revenue strategy is interesting.
About me: I'm a fractional CMO for large travel technology companies helping turn them into industry leaders. I'm also the co-founder of 10minutes.news a hotel news media that is unsensational, factual and keeps hoteliers updated on the industry. Hyper-Personalization in Guest Experience
In 2024, the concept of hyper-personalization in guest experiences became a significant focus, appearing in over 12% of hospitality-related articles, up from 7% in 2023. The emphasis shifted toward using data and AI to tailor every aspect of a guest’s stay, from room amenities to personalized itineraries. Discussions revolved around how hotels could meet diverse guest preferences by integrating AI-driven insights and leveraging digital tools for real-time customization. This trend was fueled by growing guest expectations for unique, memorable stays that cater specifically to their needs.
Key Points Discussed:
- Leveraging AI to create personalized room experiences (e.g., selecting bedding, lighting, and in-room entertainment based on preferences).
- Using guest profiles for tailored wellness programs and curated local experiences.
- The integration of predictive analytics to anticipate guest needs and exceed expectations.
What changed?
In 2023, we were still talking about about guest experience in the post-pandemic era. Keyless access, mobile check-in and other similar topics were the main items being discussed. I think we can say they are behind us and we’re looking forward again.
What caught my attention?
With AI the discussion about technology in the hotel space, is growing around guest experience. This hasn’t always been the case. I’ve frequently argued that within hotels, technology has worsened the guest experience in more ways than one. I was happy to see new technology coming in and opening a positive discussion.
Podcast: I was invited on the Hospitality Daily Podcast and spoke about technology in hospitality, some thoughts on what wont change in hospitality, and why I co-founded 10minutes.news. Best, MartinThe Brands that captured the news
Big names always make the news. A boring piece of news about the Kardashians will get more views and clicks than a super interesting news about someone unknown. Every press agent knows this (and the click-bait experts too).
But analyzing the mentions is interesting to see who is staying relevant and who is not. Even if not always for the best reasons, being top of mind is important. The ones who vanish are those nobody cares about. We are in an attention economy after all.
Booking number 1
For Booking, in 2024 the spotlight shifted to broader operational and regulatory challenges, with headlines highlighting more adversarial relationships—both with hoteliers (over the new prepayment policy and rate parity tensions) and with governments (EU digital control measures and a massive fine in Spain). Simultaneously, Booking.com faced competitive pressure from other OTAs, underscored by phrases like “losing ground to other OTAs” and “Booking.com has a problem.” Although the company introduced an AI-powered tool for hoteliers, much of the 2024 coverage took on a more negative or defensive tone, reflecting intensifying scrutiny from regulators, increased competition, and growing dissatisfaction from hotel partners. Overall, the sentiment evolved from data-breach and compliance concerns in 2023 to more fundamental structural and reputational challenges in 2024.
I’ve mentioned this before, but Booking has a PR problem with hotels.
Google came in second
Coverage around Google became more forward-looking in 2024, the tech-leadership tone became more prominent. Rather than focusing on friction with OTAs, headlines emphasize Google’s pioneering AI capabilities and the broader ways Google is shaping the future of hotel distribution and advertising. The sentiment is that Google’s innovative features can’t be ignored.
Oddly, the European DMA regulations didn’t make it to the top of any list. I certainly had many questions about it.
The shifting tides of Expedia
Expedia’s trajectory saw a marked contrast between 2023 and 2024. The company started strong in 2023, focusing on growth through AI, new marketing channels like shoppable streaming, and ChatGPT integrations. The overall outlook remained positive. However, 2024 brought significant challenges, including budget reductions, executive changes, and speculation about potential buyouts. As the original OTA, they’ve been going through a bit of a bumpy ride lately, at least they don’t have the same PR problems with hotels.
TikTok’s return
While barely mentioned in hospitality marketing discussions during 2023, the platform got mentions as a vital channel for brand visibility and travel inspiration by 2024. With the uncertain future of the platform this coming year, most hotels are going to wait this one out for a few more weeks. However, as a marketing platform it is undeniable that it has a future for travel.
For comparison, here’s the Hotel Media review of 2023.
