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AI travel planning accelerates across Europe

🗺 AI use in travel planning jumped from 10% in 2024 to 18% in 2025, driven by Gen Z and Millennials. In China, 40% use AI for planning, compared to 27% in the US. 28% of travelers plan trips in off-peak months to avoid heat and crowds. Europe sees a 3% rise in international arrivals, with visitor spending projected to increase by 9.9% in 2025. Rising costs push interest to Central and Eastern Europe.
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Google moves toward agentic travel booking

🛫 Nov 18, 2025: Google is developing AI-driven travel tools for planning and booking trips, partnering with Booking.com, Expedia, Marriott, IHG, Choice, and Wyndham. Despite efforts, only 2% of travelers trust full AI autonomy, slowing adoption. Google's Canvas now generates itineraries and suggests activities, while the Flight Deals feature expands to 200+ countries and 60+ languages. Competitive pressure from OpenAI, Perplexity, Expedia, and Booking.com pushes Google to innovate quickly amidst a fragmented user experience.
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PwC: Evolving revenue models reshape the UK hotel sector

🏨 Nov 18, 2025, the UK hotel industry faces steady demand but limited new supply and cost pressures. Despite economic challenges, international travel and domestic leisure trips drive demand. Rising costs push hotels toward productivity, automation, and flexible staffing. Sustainability strategies, like energy-efficient tech, aid cost control and ESG goals. Extended stays and hybrid accommodations diversify revenue. Selective financing requires proactive refinancing and asset management for liquidity and returns. More details at [PwC](https://www.pwc.co.uk/industries/hospitality-leisure/insights/uk-hotels-forecast.html#bottom-kick).
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Hotels pivot to profit discipline as revenue underperforms

📈 U.S. hotels faced a challenging 2025 with RevPAR averaging 9% below budget due to weaker ADR and slower recovery. But GOP margin stood at 37.7%, just 1.2 points under budget, thanks to better labor controls and frequent forecasting. Upper midscale and upscale hotels led in GOP, with Hawaii, California, New York, and D.C. outperforming in RevPAR. In 2026, operators will focus on real-time forecasting and labor-flex models for improved accuracy and profitability.
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Booking.com’s edge is fading as Expedia and Airbnb pick up speed

🏨 Expedia and Airbnb are closing the gap with Booking.com, with Expedia's room-night growth recently surpassing Booking.com, reshaping the competitive landscape as of November 18, 2025. Hotels need strategic adaptation, focusing on diversifying demand sources and enhancing direct booking funnels. Airbnb expands into hotels, enhancing its discovery platform. Expedia leverages loyalty and AI for growth. Despite Booking.com's strong position, its competitive edge faces challenges. The shift in distribution dynamics requires hotels to rethink strategy.
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Hilton and Marriott respond to the hotel talent crisis

🏨 Hilton and Marriott are addressing the talent crisis in the hospitality industry with strategies for retention and career development as of November 18, 2025. High turnover rates are driving recruitment costs up, prompting Hilton to enhance travel benefits and parental leave, achieving top rankings on the World’s Best Workplaces list. Marriott's decades-long focus on training and culture results in high employee advancement opportunities. Both companies aim to rebuild trust post-Covid through well-being initiatives.
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GenAI Overtakes Search for a Quarter of B2B Buyers, Signaling a Major Shift in Enterprise Purchasing

📈 New research by Responsive, released on October 15, 2025, highlights a shift in B2B vendor discovery influenced by AI. In Beaverton, Oregon, findings reveal that 25% of buyers prefer generative AI over traditional search, and 47% use AI in critical stages like market research. Despite AI's growing role, trust and expertise still dominate decisions, with 81% prioritizing RFP responses. Notably, 80% of tech industry buyers favor GenAI over search, showcasing a tech-forward trend.
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How AI is reimagining travel beyond efficiency

🗺 Nov 17, 2025. By 2026, AI will revolutionize travel, predicting traveler needs and resolving disruptions. AI will personalize trips using mood and context, while Expedia's B2B platform serves 70,000 businesses. Currently, 30% of U.S. travelers use AI for planning. By 2025, expect conversational discovery, 2026 brings autonomous execution, and by 2027, a real-time travel graph emerges, enhancing seamless travel. AI will manage routine tasks, enabling human agents to provide more personalized service.
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Ageing populations reshape travel demand

🗺 Europe, Nov 17, 2025: Europe’s tourism faces challenges with a shrinking customer base due to declining birth rates and an ageing population. Travelers over 65 now represent a significant market, with 40% experiencing disabilities. Rising VAT and city taxes pose additional pressures. In contrast, the U.S. and Japan see growth with competitive pricing. Local funding issues drive new tourism taxes, risking the industry's competitiveness. Industry leaders warn of a potential "Buckaroo moment" from excessive taxation.
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Europe’s fall boom reshapes the continent’s travel rhythm

📅 Nov 17, 2025: Summer in Europe is becoming less appealing due to extreme heat and overtourism, pushing travelers to favor the fall. Record demand and higher hotel prices in September-November are noted, with increased bookings from the US to Europe. Older and luxury travelers are leading the shift. Popular cities like Florence and Rome are crowded throughout autumn, with October visitor levels often surpassing September. This trend extends the travel season into November and beyond.
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