Martin Soler

💻 Large Action Models, such as Rabbit and Claude, enable AI to perform tasks beyond language understanding, potentially helping hotels to manage repetitive PMS tasks. Google's self-service system at McDonald's has been well-received by customers despite initial franchisee resistance, providing table service and not reducing labor costs but increasing revenue. Paid search ads on non-brand keywords have proven effective for hotels to direct bookings, challenging traditional OTA-dominated models. AI advancements, like Google’s AI music composer, are democratizing creative processes, allowing for customized artwork and music. Hotels are considering new advertising models that create future demand, leveraging tools like AI and video to inspire travelers. Collaboration with tourism boards can amplify these efforts, building brand awareness that contributes to long-term revenue growth.

📌 The article discusses various topics such as overtourism, B2B influencers, AI in advertising, concert travel, and comparisons between hotel brands and CPG brands. A study in Europe found 49% of respondents willing to change travel times, and 39% reconsider destinations to avoid peak seasons. LinkedIn is becoming an entertainment platform for work, while Amazon launched a generative AI ad builder. Concerts by stars like Taylor Swift and Adele are driving hotel revenues. For example, Adele and Coldplay set a record for overnight stays in Munich since 1912, and Taylor Swift's concerts generated more hotel revenue than the Paris Olympics. The article also suggests that hotel brands are created for investors rather than consumers, unlike CPG brands that are designed to stand out and drive profits.

📍 Berlin's airport praised for modern, timeless design but noted for needing efficiency improvement—40+ minute security wait compared to Paris CDG's 10+ minutes. The rise of tech giants may lead to the replacement of Online Travel Agencies (OTAs) with built-in AI for search, discovery, and bookings. The importance of brand names is downplayed, suggesting names should not pigeonhole the brand, allowing for future expansion and meaning built through actions and marketing. Meta's event outshone Apple's, with new products and a live demo showcasing innovation. A shift to daily use of Generative AI by hoteliers is anticipated to spark ideas and accelerate innovation. Social media's evolving role in travel includes a 65% usage rate among travelers for planning and booking trips. The hotel industry is highlighted as a meritocracy with potential issues due to fewer people attending hotel schools and the challenge of retaining staff due to low compensation. MGM Resorts CEO points out the need for better pay and benefits in the industry. Summary: The design of Berlin's airport is lauded, but efficiency lags behind Paris CDG. Tech giants with AI could replace OTAs in travel booking. Brand names are less critical than marketing strategies. Meta's recent event eclipsed Apple's, indicating a trend towards innovative live demos. The hotel industry faces talent retention challenges, with calls for better compensation to match the demanding work environment.

📃 Paris Airports executive emphasized the importance of guest experience, aiming to optimize customs wait times for international arrivals. Meanwhile, Amazon tests Rufus, an AI shopping assistant, suggesting a future where hotels could benefit from similar technology in OTA rankings, heavily influenced by guest reviews. Advertising has evolved, with AI and algorithmic-targeting becoming a new frontier, merging intent with inspiration and potentially distributing tourism more evenly worldwide. Summary: Paris Airports focus on optimizing customs processing time, Amazon's beta AI assistant Rufus may hint at future OTA hotel rankings' reliance on guest reviews. Advertising sees AI as the next revolution, blending intent with inspiration for better-targeted campaigns.

📅 Martin Soler, a fractional CMO and co-founder of 10minutes.news, Europe's most read hotel newsletter, discusses the hospitality industry's challenges and advancements. Topics include the airline industry's customer satisfaction issues, the hotel industry's struggle with cyber-security education, the potential of algorithmic advertising, and the efficacy of AI travel agents. He highlights the inconvenience of hotels requiring triple payment and suggests a trust-based system utilizing integrated payments. Soler also notes the integration of booking systems on social platforms like TikTok. 🏨