Innovation

💻 Hotels are navigating three layers to gain visibility in AI assistants like ChatGPT, Claude, and Gemini. The first layer is based on the LLM's internal knowledge from vast public data. AI assistants decide which sources to use, such as model memory or web searches, to answer user queries. Organic positioning differs from emerging paid options. Understanding AI dynamics is crucial as this landscape shifts away from traditional SEO and advertising norms prevalent in Google's ecosystem.

📈 In May 2026, Adobe data showed visitors from AI tools engage 70% longer but convert 28% less than others. Travelers trust AI for research but prefer human brands for booking, with 62% searching Google post-AI recommendation. Marriott plans around 100 Series hotels in Greater China with CG Hospitality over ten years. May 2026 U.S. hotel occupancy reached 65.7%, RevPAR increased by 4%, and Las Vegas led with a 17.9% RevPAR rise. Vietnam's accommodation searches grew nearly 50% in 2025.

💻 Last week in San Antonio, participants at HSMAI and HITEC examined the convergence of sales, marketing, operations, and technology in hospitality. AI was a key focus, with organizations showing varied adoption strategies. AI now plays a role in hotel discovery, merging website content, reviews, and digital reputation into a single ecosystem. The shift from siloed to integrated business functions and the clarity of communication are becoming competitive advantages, emphasizing the importance of a unified commercial strategy in the industry.

🏖 [Montreal, 23 June 2026] – Mews becomes the preferred supplier for Resorts of Ontario, a trade association representing over 100 resorts. Established in 1942, the association supports the Ontario resort sector, from Niagara to Muskoka. Mews offers a cloud-native system to streamline operations like reservations and payments, modernizing member properties. Elmhirst's Resort on Rice Lake, a member since 1956, has benefited from Mews. This partnership enhances guest experiences and reduces administrative tasks.

📈 Travel Media Group (TMG) celebrated its 10-year anniversary of the Respond & Resolve™ solution in Orlando, FL, on June 24. Launched in 2016, this tool has responded to nearly 3 million guest reviews, significantly impacting hotel operations worldwide. Evolving from a review-response service to a comprehensive reputation-management solution, it leverages hospitality expertise and technology to transform guest feedback into operational insights, enhancing guest experiences and improving hotel reputations globally.

📑 Who? Marketers and hotel brands using AI Max for Search. When? Present. Where? Online hotel marketing campaigns. What? AI Max reads query intent, not keywords, matching ads and content probabilistically. How? AI Max autonomously chooses ads, creatives, and landing pages based on user intent. Risks? Broad Match Bleed leads to mismatches; URL Expansion redirects users incorrectly; brand hallucinations can occur. AI Max fundamentally shifts campaign control from marketers to algorithms, offering potential benefits but introducing significant risks.

📈 Best Western Boulder Falls Inn in Lebanon, Oregon, revamped its operations with iVvy's venue management software, boosting revenue by 43% in eight months for two underperforming rooms. The hotel, featuring 84 rooms and a conference center for 600 guests, streamlined processes, reducing seasonal menu updates from over a week to minutes. Staff work hours decreased from 60 to 45 weekly, enhancing efficiency and allowing real-time updates via iPads during events.

📊 Expedia's recent AI survey revealed that 66% of travelers don't trust AI to book trips. However, a misinterpretation led Skift to report that only 8% trust AI for bookings. This figure actually referred to those relying on AI for trip planning, not bookings. Within 48 hours, several media outlets propagated this incorrect statistic, illustrating how quickly misinformation can spread in the industry. Always scrutinize research data to avoid such misunderstandings.

📊 A recent survey by Expedia titled "The AI Trust Gap" found that 66% of travelers distrust AI for booking travel, implying 34% trust or consider it. Confusion arose when Skift reported only 8% trust AI to book, likely misinterpreting a survey finding that 8% currently rely on AI for trip planning. This misreported statistic spread within 48 hours, illustrating how quickly data can be misconstrued and accepted as industry truth.

📈 Modern hotels rely on extensive technology ecosystems, but face challenges due to fragmented data. Effective integration of Property Management Systems (PMS) and Point-of-Sale (POS) systems is critical for seamless data flow, enhancing guest experiences. Despite having abundant technology, many hotels struggle with inconsistent reporting. Data integration is now a strategic capability, aiding in personalized service and decision-making. However, increased connectivity also raises security responsibilities, requiring robust data governance and cybersecurity measures to protect guest information and ensure compliance.