Innovation

📈 U.S. travel sites saw a 194% increase in traffic from AI sources in May, based on Adobe's analysis of over 8 million visits. Visitors from AI sources spent 70% longer per visit, bounced 41% less often, and showed 21% more engagement compared to non-AI sources. Adobe's research highlights the effectiveness of AI in driving more engaged traffic, though a challenge remains in ensuring AI systems can adequately read and surface travel brands' sites.

📑 In 2015, a group including David and Daria created a chart depicting hotel technology vendors. This chart aimed to visualize how data moves through the hotel industry, with the PMS at its center. Despite having over a thousand PMS solutions globally, the chart highlighted integration points and dependencies in hospitality tech. The author is proud of the chart's evolution, noting that the role of research is to organize information for others to draw conclusions. Hotel tech continues to grow, influenced by data flow.

🤖 2026, HITEC conference highlighted AI’s role in hospitality. Ajay Aluri and Scot Campbell discussed Nylo, a socially intelligent robot, aiding in guest interactions and repetitive tasks. Examples include Oto at Otonomus Hotel, Tulse at Marriott Tulsa, and José at San José Airport. Collectively, they completed 371,135 guest interactions and 22,657 conversations, supporting 70+ languages. Emphasis is on experience amplification, not job replacement, balancing ROI and ROE.

📧 AI is transforming email marketing. Gmail's Gemini and Apple Mail's AI summaries now dictate email visibility and guest interaction. Inbox providers act as recommendation engines, prioritizing relevant, trusted content. Hotel marketers face competition from airlines, OTAs, and retailers for inbox space. Success hinges on relevance, trust, segmentation, and guest engagement. To thrive, focus on improving engagement signals, optimizing content for AI, and managing sender reputation. Adapt strategies for AI-driven inboxes to maintain visibility and maximize campaign performance.

📈 Classic Norway's 22 of 23 facilities utilize an automated forecasting function nightly. Since 2024, it has improved forecast accuracy across nearly all properties. The platform, implemented in under 60 days, slashed Excel usage by about 95%. It integrates forecasts for all departments, cutting forecast errors by half. Anders Johansson and Alexander Killi highlight the shift from reactive to proactive management, unifying team efforts with consistent data access.

💻 In two years, ChatGPT reached approximately 400 million weekly users. Three out of four smartphone owners now routinely use voice assistants. This reveals a rapid shift in how people obtain information, emphasizing plain-language answers over traditional methods. Businesses, still reliant on outdated systems, face a growing disconnect as employees experience seamless AI responses at home. Access to dashboards and reports fails to meet expectations for quick answers, highlighting a behavioral shift in information retrieval.

📈 June 16, 2026, Steinhausen, Switzerland — RoomPriceGenie, used by over 4,000 hotels globally, unveiled an enhancement to their revenue management system. The new feature, price explanations, offers hoteliers transparency in rate recommendations by detailing market conditions, demand signals, and property settings. This helps identify pricing constraints, enhancing revenue opportunities. CEO Chas Scarantino emphasizes that understanding recommendation logic empowers hoteliers to maximize RMS benefits. Meet RoomPriceGenie at Booth 951 at HITEC San Antonio for more.

🏨 In a conversation on Hotel Moment, Wilhelm Luxem, with a 50-year career in luxury hospitality, emphasizes technology's role in enhancing service. His approach includes a two-week training rule and addressing the demand for personalized experiences, aiming to maintain authentic human connections. Karen Stephens, Revinate's Chief Marketing Officer with over 25 years in hospitality tech, hosts the podcast. In her current role, she led Revinate to its highest booking quarter in Q4 2023.

What happens when travelers stop searching with keywords and start asking AI for the “right” hotel? How will properties stay visible when discovery, distribution, and booking are increasingly shaped by conversational search? Inspired by a recent webinar, AI & Hospitality: How hotels get found in 2026 , this article explores what that shift means for hoteliers, and why Model Context Protocol (MCP) could play a role in the next phase of the booking journey. The front door to hotel discovery is changing For years, hotel discovery followed a familiar pattern. Travelers typed in a few keywords, scanned a list of results, compared ratings and prices, and eventually chose a booking path. That pattern is now beginning to shift. More travelers are turning to AI assistants and conversational tools to ask more specific questions that reflect intent, context, and personal preferences. Rather than browsing broadly, guests increasingly describe what they want and expect the system to interpret it. This shift matters because it changes the rules of visibility. Instead of competing only for broad phrases like “boutique hotel in Barcelona,” hotels can surface for requests such as a rooftop stay for a Sunday night, a family‑friendly property near a theme park, or a hotel with a distinctive experience that matches a guest’s travel style. Jason Cincotta summarized this shift simply: “The long tail is now mainstream.” Traditional search is not disappearing, but AI‑driven discovery creates new opportunities for hotels to appear in response to richer and more specific guest needs, rather than being grouped into broad, undifferentiated categories. Watch the full conversation: AI & Hospitality: How hotels get found in 2026 What LLMs really mean for hoteliers Large language models sit behind the conversational tools many travelers already use, including ChatGPT and Gemini. For hoteliers, the technical mechanics matter less than the practical outcome: these systems increasingly influence which properties are mentioned, recommended, or excluded before a guest ever clicks on a website. In this environment, AI visibility becomes the next evolution of search visibility. Discovery is shifting away from ranked links and towards curated answers, where structured and trusted information is essential to being surfaced at all. As Jason noted during the discussion, LLMs are already approaching the point where they can “name hotels and the website of that hotel without ever using a web search.” That does not mean traditional search behavior disappears overnight, but it does make AI discoverability an immediate distribution consideration. AI visibility is not separate from search strategy. It is the next stage of it. The same discipline that once focused on crawlers and ranking signals now needs to account for machine‑readable content, accurate descriptions, availability, amenities, policies, and the details that make a property worth recommending. If a hotel cannot be clearly understood by an AI system, it becomes far harder to surface in an AI‑driven journey. MCP is more than a buzzword One of the most important concepts discussed in the webinar was Model Context Protocol, or MCP. At a practical level, MCP

💻 In 2026, hotel discovery pivots from keyword searches to AI-driven conversational queries. More travelers ask AI for specific stays like "a rooftop stay for Sunday" or "family-friendly near theme parks." This shift, highlighted by Jason Cincotta, means AI visibility is crucial for hoteliers through structured, machine-readable content. Large language models like ChatGPT influence recommendations, making traditional search strategies evolve. Model Context Protocol (MCP) emerges as a vital consideration in this new booking landscape.