📈 In 2025, contrary to predictions, AI didn't drastically change direct booking trends. SiteMinder's report examined over 130 million reservations, revealing revenue shares stayed stable across most markets. Direct bookings ranked among the top three revenue streams in 90% of countries, continuing to bring high-value stays. AI enhances hotel discovery using contextual searches, offering opportunities for direct bookings but not diminishing OTAs. Success lies in being discoverable via AI, ensuring seamless bookings, and balancing OTA relationships.

🏨 Hotels are shifting to a membership model, transforming underused F&B spaces into member-focused areas for recurring revenue. This operational shift involves repositioning assets, redesigning commercial models, and creating valuable membership propositions. Key benefits include activating underperforming spaces and turning loyalty into routine behavior. The Hotel Solutions Partnership (HSP) supports this transition by assessing feasibility, reconfiguring spaces, and integrating technology. Successful execution can make hospitality function more like a platform than traditional real estate.