Innovation

🌍 Europe, 2023: Tourism accounts for 5.1% of the EU's gross value added, around €764 billion, supporting 20 million jobs. The EU has 25.8 million SMEs, 99.8% of all enterprises, employing 88.7 million people. Four in five accommodations are independent, predominantly SMEs. Technology adoption remains low among SMEs, with only 7% implementing AI versus 39% of larger accommodations. SMEs face challenges in finance and skills, impacting their competitiveness and ability to innovate and modernize.

💻 [Amsterdam, 8 January 2026] Mews accelerated onboarding for hotels with new technology, reducing PMS implementation time to one week. In 2025, they improved support, enabling human response under three minutes. Mews’ AI assistant ADA resolved 90% of queries. Their training includes micro-learning and Mews University. Groups deployed across 40 properties in 10 countries in 90 days. Roam Spokane launched in 11 days. Mews serves over 12,500 customers globally and raised $410 million to innovate hospitality tech.

💻 In 2026, the hospitality industry sees a shift towards integrated technology platforms, with Shiji and Amadeus exemplifying this trend. Strategic partnerships now focus on coherence rather than mere system connectivity, enhancing operational efficiency. Daylight PMS and Amadeus CRS integration aims to eliminate technological fragmentation, while guest-centric design remains crucial. Direct bookings are driven by clarity, not discounts, as hotels leverage digital merchandising. The focus remains on aligning technology to support human interaction and leadership in hospitality.

🤖 CES 2026 showcased Soft AI generating instructions for Hard AI, revolutionizing hospitality with autonomous robots. Singular Task Robots perform specific tasks like cooking, while Multi-Task Humanoids adapt roles. Tensor Robocar redefines guest transport with Level 4 autonomy. High-density energy setups and data bays are crucial for robot fleets. As robots become more capable, they may replace human roles, offering a strategic advantage in operational efficiency and data gathering.

📱 For over 20 years, hotels have battled Online Travel Agencies (OTAs) for booking control. AI tools like ChatGPT, Gemini, and Claude are changing this landscape, enabling direct guest engagement. With partnerships like ChatGPT's with Booking.com and Expedia, hotels must adapt to stay competitive. Utilizing AI-driven strategies like specific keyword optimization, leveraging user-generated content, and employing Lighthouse Connect AI for data accessibility can enhance visibility and direct bookings, bypassing OTA commissions.

💻 Maestro PMS, on January 14, 2026, in Markham, Ontario, unveils its 2026 Software & Innovation Roadmap. The plan emphasizes AI-driven capabilities for operational efficiency, elevated guest experiences, and new revenue through intelligent yielding. Mobile functionality improvements include mobile check-in and integrated upselling. The roadmap extends multi-property management features, enhances digital commerce, and integrates Apple Pay and Google Pay via MezzoPay. Maestro continues investing in browser-based technology and robust cloud infrastructure to align with client feedback and industry needs.

📅 Jan 14, 2026: AI tools are redefining travel planning, with decisions increasingly made in AI environments rather than on OTA or hotel websites. Traditional search visibility is waning, fragmenting control over the guest journey. OTAs like Expedia risk losing early influence, though they still manage bookings. Marketing expenditures may shift as AI holds users longer. Emotional resonance and clear hotel content gain importance. New AI-driven distribution could challenge intermediaries, while OTAs remain vital for booking execution.

📡 Jan 14, 2026, Apple partners with Google to integrate Gemini models into Siri, enhancing its capabilities in travel. Siri processes 1.5 billion daily requests across 2 billion devices, impacting travel discovery by possibly bypassing traditional browsers and apps. Apple's focus on privacy may limit Siri's booking potential, posing a risk to travel brands by reducing website traffic. The future of Siri could either support booking functions or serve as a planning tool.