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Travel’s third-largest sector faces its defining decade

🏖️ Experiences in the travel sector reached $271 billion in 2025, surpassing pre-pandemic levels and growing faster than the broader travel industry. The sector is projected to exceed $340 billion by 2029, with an 8% nominal CAGR from 2023-2029. Online channels are expected to rise from 17% of bookings in 2019 to 42% by 2029, with OTAs being the fastest-growing channel, increasing bookings more than fivefold from 2019 to 2029.
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Airbnb Is Testing Airport Pickups. Are Flights Next? | Dennis Schaal | 23 comments

✈️ Airbnb might eventually launch flights, aiming to expand beyond its core home rentals by becoming a "travel concierge." Unlike hospitality brands like Hilton or Marriott, which don't offer flights, OTAs like Booking see flights enhancing the "connected trip." The question remains if consumers will turn to Airbnb for flights and how it would impact their home and hotel business. Industry reports have hinted at such moves since 2016. Will it succeed like OTAs or not add value like hotels?
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Shiji Deploys Infrasys POS at MICHELIN-Starred Baan Tepa in Thailand

🍴 February 27, 2026, Bangkok, Thailand: Shiji's Infrasys POS is deployed at MICHELIN-starred Baan Tepa Culinary Space. This system integrates operations, managing reservations and inventory, enhancing guest experiences. Chef Tam Chudaree Debhakam highlights its transformation of daily operations. James Liaw, Shiji's General Manager, emphasizes technology's role in Thailand's rapidly evolving F&B sector. Shiji supports 91,000 hotels globally with 5,000 employees, enhancing efficiency and service standards in hospitality.
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  • 6 min

How Ibis Is Betting on Social-First Storytelling With a Creator-Led Miniseries

📺 Launched by Ibis, Accor's economy hotel brand, a social-first miniseries, "The Go Getters," began on platforms like TikTok and Instagram. Targeting Gen Z and Millennials, it embraces travel chaos through storytelling. China’s minidrama market hit $7 billion in 2024, expected to double by 2030. Over two weeks, the series gained 100 million views. Success is measured by engagement, brand equity, and creating a sustainable entertainment franchise.
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  • 6 min

We Just Launched an AI Platform Built for Destination Marketing. Here’s Why.

🤖 Swix AI, a new AI automation platform, launched today to streamline destination marketing organizations (DMOs). Developed by a team with 16 years of industry experience, Swix AI reduces manual tasks like board reports and RFP responses via AI Teammates, reducing time from days to minutes. It integrates with tools like Gmail and Outlook and features customizable AI models such as GPT and Claude. Swix AI aims to maintain organizational knowledge, enhance productivity, and minimize onboarding time.
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The Death of Booking.com is Vastly Exaggerated Lately I’ve heard the pitch: “AI will kill the OTA.” The theory is seductive. In the near future, your personal AI agent will know you want a 4-star… | Joni Pekkala

📈 In the early 2000s, the music industry predicted the end of record labels due to digitalization. Similarly, some believe AI will end OTAs like Booking.com. However, OTAs such as Booking.com and Expedia, backed by vast marketing budgets, are evolving with AI. Trust, budget advantages, and user interfaces give them an edge. Locations like Rovaniemi to Tromsø should focus on product superiority and unique branding to attract guests directly, rather than relying on OTA algorithms.
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  • 6 min

Hospitality Strategic Planning: 5 Moves to Define Your Year

🏨 Luxury hotels are missing out on half their revenue potential by focusing digitally on room bookings rather than high-margin assets like spas and dining. HotStats data shows non-room revenue can account for 45-55% of TRevPAR, yet strategies remain 90% room-focused. A unified commerce platform can capture intent and reduce booking friction, preventing a 30% “invisible guest” opportunity loss. Pre-booked activities lead to 47% more spent on lodging and 81% more on local transport.
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  • 4 min

Business Travel to Japan: Digital Preparation Guide

💻 Japan demands precise digital preparation for business travelers. Punctuality is vital; meetings start on time, and train schedules are precise to the second. Translation apps and mapping services are essential for navigation. Mobile data should be secured pre-arrival, with options like Mobal offering eSIMs for 3-31 days. Device management involves adapters for Japan's power outlets. Combining business with leisure ("bleisure") requires reliable mobile connectivity for flexible planning. Digital readiness enhances professional credibility in Japan.
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Emerson Hospitality Announces Acquisition and Redevelopment of Black Creek Barns

🏖 February 27, 2026, Esopus, New York: Emerson Hospitality acquires and redevelops the 153-acre Black Creek Barns estate into a 70-room luxury resort. This includes restoring six historic structures and adding new cabins, supported by a $38 million financing structure. Key features: 7,000 sq ft event hall, 9,000 sq ft craft center, wellness center, and outdoor pool. With tourism spending over $1 billion in Ulster County, the project meets the luxury accommodation demand in Hudson Valley.
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