Martin Soler - 10 Minutes News for Hoteliers

3 min

I think I was wrong about Agents

Autonomous AI agents are a different category of software from chatbots: you give them a goal and they keep working until it is done. Martin Soler walks through what that shift means, and a few hotel examples — from room assignments to night audit — with the privacy caveats they deserve.

Image: Onsai

4 min

How Many Phone Calls Does a Hotel Really Receive? We Finally Have Some Data

A new German study analysing more than 1.5 million AI conversations across 40 hotels and hotel groups reveals what happens on hotel phone lines, how often guests call, what they want, and how much business those conversations generate.

3 min

Finding your guests in the ChatGPT data

I spent some time going through the data dump OpenAI published about how people use ChatGPT (they call it Signals). I was hoping for a travel section. There isn’t one.…

2 min

Agentic is Booking Travel, But…

Just like the CIO of Hilton, I may have underestimated how quickly people would trust AI with their credit cards. My assumption was that agentic AI in travel would arrive…

3 min

Ontology for Hotels, what does it mean?

I recently wrote about preparing for AI that hotels should build the infrastructure to prepare for it. There is a layer to this that I think will become increasingly important: ontology.…

2 min

Let’s Double Global Tourism

Last year, after the summer holidays, I wrote about overtourism and why it is a dumb word, solving the wrong problem. When destinations become crowded, the quick response is usually some version…

2 min

The Battle for the OTA Interface is Starting Again

AI language models are changing how we interact with systems and technology. The point and click model is evolving for the first time in 30 years. This means the battle…

2 min

Trying to predict AI is futile, preparing isn’t

There is a lot of thinking going into predicting what AI will look like in our industry. I think that is mostly futile. Ten years ago, very few people would…

2 min

The Rise of “Fakefographics.”

I’ve spent thousands of hours over the years researching and building market maps and industry infographics. Done well, they’re incredibly valuable. They simplify complex markets. They help buyers understand categories.…

3 min

Google I/O, it changes OTA positions

Some of my takeaways from Google I/Os announcements last week. It is totally clear that travel search and inspiration is going to completely change in coming years. I can’t imagine…

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