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OTA Insight

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  • 4 min

THN’s Best of 2025: The Blog Posts Hoteliers Read, Shared, and Acted On

📈 In 2025, Lighthouse acquired The Hotels Network, integrating AI-driven personalization into its platform. Hotels can tap into the growing power of AI, like ChatGPT, to enhance bookings. Small teams benefit from Vibe Marketing automation, while The Sofia Hotel blends AI and tradition using an AI receptionist. Emphasizing cross-selling and sustainability appeals to Gen Z. Direct bookings improve with strategies like rate transparency and personalized offers, positioning hotels to thrive in 2026.
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  • 3 min

From MCP to Agentic AI: A Glossary of AI Terms for Hoteliers

🏨 Walk into any hospitality event today and hear terms like MCP, GEO, Agentic AI, and LLMs. AI is transforming how guests discover hotels, starting with AI questions rather than search results. Generative AI creates new content, and GEO ensures AI finds and accurately describes hotels. Agentic AI takes action by booking hotels directly. MCP standardizes AI connections to tools. LLMs power AI conversations. Understanding these terms is vital for hoteliers navigating AI's impact on marketing and guest experiences.
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  • 4 min

The Secret to Longer Guest Stays? Predictive Personalization Powered by AI

🏨 Hotels using Predictive Personalization technology can enhance guest engagement by evaluating hundreds of behavioral signals to assign dynamic value scores, determining booking intent and potential spend. Algorithms like Intent, Spend, and Flexibility aid in personalizing offers. The new Length of Stay (LoS) algorithm predicts and incentivizes extended stays, such as “Book 3 nights, pay for 2,” increasing hotel revenue and guest satisfaction. This AI-driven approach helps protect rate integrity while boosting bookings.
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  • 4 min

2025 Black Friday Report: Hotels With Website Campaigns Grew Direct Revenue by 60.5%

📅 Hotels worldwide saw significant gains during the 2025 Black Friday period (Nov. 18–Dec. 2). Participating hotels experienced a 30.8% increase in direct bookings versus a 2.8% increase for non-participants. Search engagement grew by 16.2% for campaign hotels, while their conversion rates improved by 21.3%, with a 56.6% boost in booking engine conversions. Revenue per user rose by 56.3%, leading to a 60.5% surge in direct revenue for those with targeted offers.
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  • 5 min

Winter Wonders: Inspiring Guests Through Every Seasonal Moment

📅 Christmas, New Year’s Eve, and Chinese New Year provide opportunities for hotels to engage guests through digital campaigns. An Advent calendar campaign boosts website traffic during Christmas. A New Year’s Eve countdown drives bookings with striking visuals. From February 10, a Chinese New Year campaign targets travelers in China, Korea, and Singapore, offering personalized incentives. Blue Monday, the third Monday in January, offers a 30% discount to lift spirits. Personalized, timely offers can maintain guest engagement throughout winter.
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  • 4 min

This Is Hotels’ iPhone Moment

📱 ChatGPT Apps launched to 800 million users, 133 times more than the iPhone App Store's initial reach in 2008. This marks the first major shift in travel discovery since Google's influence 25 years ago. Booking.com and Expedia have integrated with ChatGPT, enabling direct hotel bookings through AI. The backend of ChatGPT Apps uses the MCP protocol by Anthropic, adopted by major AI companies. Establishing AI connections early provides hotels with visibility and brand control in this rapidly evolving ecosystem.
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