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The Message Owners Need to Hear Right Now: Control What You Can Control

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  • 18 February 2026
In the weeks leading into a conference like Hunter, I tend to have the same conversations with owners and investors. We talk about demand, we talk about supply, and we talk about the usual forward-looking indicators. But it does not take long before the real topic comes up. It is not occupancy. It is not even revenue. It is margins.
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HFTP Appoints Lyle Worthington, HFTP Global Past President, as 2026 EU Operations Advisor

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  • 18 February 2026
Hospitality Financial and Technology Professionals Association (HFTP®) is pleased to announce the appointment of Lyle Worthington, CHTP, as its 2026 EU Operations Advisor. A seasoned industry leader and founder of Worthington Consulting, Worthington brings decades of technology strategy and operational expertise to this pivotal role.
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AI visibility gaps could accelerate OTA dependence

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  • 18 February 2026
📱 Feb 18, 2026: AI is transforming hotel bookings by favoring structured, reliable data. Inconsistent hotel data can drive AI-driven bookings towards OTAs, risking direct channels. Clear, uniform data is crucial for AI recommendations. Hotels need consistent name, address, services, and pricing data. AI platforms increasingly influence bookings, emphasizing data quality. Collaboration among hotel teams is essential for data accuracy. Early adopters of structured data may reap benefits from high-intent AI-generated traffic.
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Airbnb expands hotel strategy to challenge Booking.com

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  • 18 February 2026
🏨 Airbnb is expanding its hotel strategy as of February 18, 2026, emphasizing independent and boutique hotels for broader market distribution. This shift from a niche to a core strategy positions Airbnb to compete with platforms like Booking.com. While hotel bookings currently represent a small revenue share, significant growth is anticipated by 2026. Independent hotels may benefit from enhanced visibility, signaling a convergence of homes and hotels in the accommodation market.
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Destination marketing in 2026: What hoteliers need to know

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  • 18 February 2026
🏖 Feb 18, 2026: Destination marketing evolves with AI-driven travel discovery, emphasizing economic impact over brand awareness. Hotels now focus on bookings, revenue, and visibility year-round. AI tools influence traveler choices before website visits, making digital presence crucial. Marketing budgets face scrutiny, requiring proof of ROI. Data collaboration enhances targeted campaigns, yet personalization lags due to data limitations. Rising demand for video, social, and AI content reshapes storytelling. Balancing brand inspiration with performance is vital for long-term success.
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IHG builds AI-ready hotel content platform

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  • 18 February 2026
💻 Feb 18, 2026: IHG announces a new AI-compatible hotel content platform aimed at enhancing guest acquisition, commercial optimization, and operational efficiency. Partnering with Google, IHG plans to enable AI-driven search and booking. Industry-wide, major groups like Hyatt invest in AI for search, booking, and agent interactions. New tools will improve personalization, conversion, and guest retention, while autonomous agent-to-agent booking models emerge, transforming hotel reservations.
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Booking.com bets on connected trip to counter AI disruption

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  • 18 February 2026
📈 On February 18, 2026, Glenn Fogel, CEO of Booking Holdings, highlighted their "connected trip" vision to integrate flights, accommodation, transport, experiences, and payments. However, execution gaps remain, as accommodation bookings still dominate revenue. AI competition is advancing rapidly, outpacing Booking's strategy. Integrated travel bookings are minimal, with significant execution complexities. Branding remains hotel-centric, and the outcome of this diversification effort is uncertain. Booking is currently lagging behind AI-native travel platforms.
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The death of lazy hotel distribution

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  • 18 February 2026
📰 Feb 18, 2026, Berlin: A hotelier revealed that maintaining a top-three position on Booking.com costs about 50% of the room rate due to fees and surcharges. Booking.com’s AI Trip Planner, used in over ten countries, now prioritizes content quality over commissions. One in three travelers use AI tools like ChatGPT for planning, emphasizing structured web content. Hotels must invest in content strategy and distribution diversification to thrive in an AI-driven environment.
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HIA Named Top 3 Hotel Accounting Software in 2026 Hotel Tech Awards!

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  • 17 February 2026
HIA, the Enterprise Resource Planning (ERP) platform built for hospitality, has been named a Top 3 Finalist for Best Hotel Accounting Software in the prestigious 2026 Hotel Tech Awards. Presented by Hotel Tech Report, this recognition highlights HIA’s innovative platform that goes beyond traditional accounting software by connecting accounting, operations, and business intelligence to meet the unique back-office needs of hotel management.
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BirchStreet Unveils AI-Powered Smart AP Solution to Optimize P2P and Accounting Efficiencies for Hospitality

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  • 17 February 2026
LAS VEGAS – February 17, 2026 - BirchStreet Systems, a global provider of the complete hospitality operations platform, has announced the launch of BirchStreet Smart AP™, a next-generation solution that automates the entire accounts payable process, from invoice capture to payment execution​. Powered by advanced AI that manages both header and line‑level exceptions, Smart AP allows for faster, more accurate invoice processing with stronger control, higher efficiency, and real-time visibility. As a result, customers will incur significantly reduced manual workloads, faster payment cycles, virtually eliminated processing errors, and robust fraud prevention.
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