Innovation

💵 September 30, 2026, worldwide: ChatGPT retrieves hotel prices primarily from OTAs like Booking.com and Expedia, shown in over 46% of 240 queries. It cites these sources only 11% of the time. Google, since September 30, requires hotels to send their rates if they wish to advertise. In Europe, Google's changes from September 8 result in separate blocks for hotels/resellers, while in the U.S., Google's AI books through ten partners, excluding independents.

📊 Sep 30, 2026, travel agents prioritize GDS rate parity, with 94% deeming it crucial. A survey by Amadeus, Sabre, and Travelport reveals 57% book based on GDS-only offers. 73% favor packages with added benefits like breakfast (27%) and Wi-Fi (19%). "Commission" influences 53% of agents. 90% of agents receive client requests for specific brands, impacting bookings. Over half use AI tools; 47% believe AI could enhance hotel recommendations.

💻 Sep 30, 2026: Booking Holdings launched Lola, an AI assistant that books hotels, tables, and tickets through chat, with membership fees up to $25/month. Members save up to 15% on hotel rates via Booking.com and partners. Created over five months by Kayak co-founders, it offers three membership tiers: Free, Plus ($5/month), and VIP ($25/month). Lola earns from membership fees and commissions from hotels, with VIP discounts reaching 21% at places like The Plymouth South Beach.

Hilton CIO Michael Leidinger believes the OTAs' decline will benefit hotels, even while conceding that AI agents will likely charge commissions, too. The difference is that Hilton will get more bookings on its site and app.

I'm best known for KAYAK, but I've cofounded a new startup, and it launched today. It’s the brand new Lola.com. I'm back working with my KAYAK …

Meta launched Muse earlier this month. It’s a new product, but the change it represents is something the travel industry has been discussing for some …

AI can't sell what it can't see.

Join Skift and industry leaders for a webinar exploring how AI is changing hotel discovery and booking. Learn how travelers are using and trusting AI, why accurate property information matters more than ever, and what hotels can do now to ensure they’re accurately understood, confidently recommended, and easily booked.

Lot's of chat about Instinct AI today. Claims of already transacting $1B in sales, half of which is travel. Seems like a lot. 1. Discovery - it's …

📅 October 19-20, 2026, Westlake Village Inn, California hosts the Boutique Hotel Owners Conference (BHOC) organized by BLLA. Themed "The Age of Wonder," it addresses challenges in the boutique hotel industry, emphasizing unique guest experiences. Attendees include Tony Greenberg, Jess Wilner, and Maya Mallick. Key topics cover AI, influencer incidents, capital markets, and retail opportunities. Notable sponsors include Arch RoamRight and Capital One Travel. BHOC promotes hands-on learning with a social club atmosphere, focusing on scarcity and identity.