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Luke Martin

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Hotel Executives at IHIF Discuss Adapting to Early-Stage Travel Decisions Driven by Social Media and AI Tools

📈 In Berlin at the International Hospitality Investment Forum (IHIF) this week, executives from Hilton, Marriott, TUI, Minor, and Kempinski discussed how they are adapting to traveler behavior changes. With travelers deciding their trips earlier via social platforms, recommendations, and AI tools, hotels must adjust their marketing strategies. Peter Krueger, TUI Holiday Experiences CEO, emphasized the shift, noting people now search for experiences like "best diving spots in Africa," rather than specific hotel types.
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Accor CEO Sébastien Bazin: 60% of Travelers Book Within 12 Days Amid Geopolitical Instability

📍 Accor's CEO Sébastien Bazin, speaking at IHIF in Berlin, highlighted travel shifts due to geopolitical instability. Travelers are booking nearer to departure, with 60% of Accor's clients deciding within 12 days. The Iran war affects Middle East travel, with fewer visits to Dubai and GCC countries, redirecting tourists to other destinations like Sharm El-Sheikh. Hotel operators are urged to maintain long-term strategies despite these changes.
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IHG CEO Elie Maalouf Stresses Need for Consistency Amid Ongoing Global Uncertainty at IHIF Conference

📍 In March 2026, IHG CEO Elie Maalouf addressed the IHIF in Berlin about the persistent uncertainty in the hotel industry. He noted that while the sources of uncertainty vary—such as tariffs in the previous year and Middle Eastern conflicts currently—the industry's impact remains steady. Maalouf emphasized that consistency in scale and segment breadth is crucial for operators to navigate these turbulent times.
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Room00 to Invest Up to €420 Million in 2026, Adding 20 Properties Across Southern Europe and London

🏨 Room00 plans to invest €330-420 million ($380-484 million) in 2026 to expand in Southern Europe and enter London. This investment will add 20 properties and over 1,400 rooms in Spain, Portugal, Italy, and the UK. Previously, Room00 secured €400 million ($461 million) for buying properties. By 2027, the hotel operator aims to grow from 65 to about 100 properties, according to CEO Ignacio Requena and CIO Kaho Ha.
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UK Hotel Market Recovers in Second Half of 2025, Despite London Underperformance and Profit Pressures

🏨 The UK hotel market saw a recovery in H2 2025 despite a challenging start. London lagged, with hotel profits under pressure. Cristina Balekjian from CoStar Group noted a stable year with a significant split between the difficult first half and a modest recovery in the second half, driven by summer demand and major events. Consumer and business confidence were low early on due to cost-of-living issues and post-pandemic travel caution.
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Marriott CEO Reports Middle East Travel Demand Softens Amid Iran Conflict, Impact Limited to Region So Far

🛠 Marriott International's CEO, Anthony Capuano, addressed travel disruptions in the Middle East due to the Iran war at a JPMorgan investor conference on Thursday. The war has led to cancellations and weaker bookings, but the impact is so far contained to the region. Marriott's Middle East presence includes 4% of its global room inventory and 7% of its development pipeline. Despite potential risks, Europe remains unaffected for now.
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Hilton Unveils Beta Version of AI Trip Planning Tool on Website for Early Stage Trip Planning

💻 Hilton has launched a beta version of an AI trip planning feature on its website, Hilton.com, allowing users to describe their trips with conversational prompts and receive curated suggestions from Hilton’s portfolio. This “generative AI-powered digital concierge” can highlight amenities and guide travelers through early trip planning. The feature will be initially available to a limited audience as hotel companies rethink how travelers search for and discover properties online.
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Accor Executive Warns Against Over-reliance on AI, Emphasizes Human Connection in Hospitality

📈 On Wednesday at ITB Berlin, Karelle Lamouche, a top executive at Accor, emphasized the risks of over-relying on AI in the hotel sector. She warned that AI could undermine the industry's essential human connection, which is crucial for benefiting hotel owners and enhancing guest experiences. This highlights a growing concern in the hospitality industry about balancing technology with personal interactions.
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Meliá’s Upmarket Bet Pays Off in Spain. Cuba Is Another Story

🏨 Meliá Hotels saw a 23.6% increase in net profit, surpassing €200 million in 2025. The company expects 2026 revenue per available room (RevPAR) to grow in the low- to mid-single-digit range. Spain is key, generating approximately 49% of its operating profit. The strategy focuses on higher rates and a premium brand mix, with partnerships over real estate investments. The company's performance in Cuba demonstrates sensitivity to external shocks.
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