Innovation

📱 2025, Silicon Valley: Major tech players like Nvidia, OpenAI, and Google are transforming LLMs into super-apps, with 16-25-year-olds using them as primary tools. OpenAI envisions ChatGPT as a "Super Assistant," while companies like Meta and Google integrate AI into platforms. LLMs are evolving into identity layers, raising brand loyalty concerns. Agentic commerce, driven by AI assistants, is imminent, necessitating brands to adopt machine-readable data. Closed platforms are used for testing, with proprietary models for differentiation.

🛌 In 2025, citizenM continues leading in hotel tech innovation under CEO Lennert de Jong, emphasizing automation and AI. CitizenM aims to streamline check-ins, transitioning from a one-minute to a one-touch system, focusing on guest experience. AI handles 96% of booking.com inquiries and repetitive tasks. The industry anticipates shifts in hotel search interfaces, influenced by AI like ChatGPT. Tech integration and agility are key, as seen through citizenM’s simplified check-in tech using iPads and payment terminals.

💻 Hotel marketers, July 2025, the shift in search behavior is highlighted. Google’s AI Mode processes natural language by understanding context and preferences, revolutionizing how people search for activities, like “Things to do in Nashville this weekend with friends.” Traditional keyword-based marketing, such as “Nashville hotel near downtown,” is becoming obsolete. Hotels need to adapt by aligning content with conversational AI to effectively connect with potential guests seeking personalized experiences.

📈 Complexity, not competition, is the real challenge facing revenue managers, leading to burnout and financial losses. Overwhelm from managing multiple systems causes stress, hindering decision-making and resulting in pricing errors. A Hotel Business Intelligence tool is crucial for automating data collection, providing real-time market insights, and optimizing total revenue, not just room rates. Streamlining processes empowers managers to focus on strategic planning, enhancing profitability and retaining valuable human capital.

📱 Nékter's tech refresh features a redesigned mobile app with real-time POS data integration. Location-specific menus reduce ordering errors. The CMS-powered app allows for faster content and promotion updates—three times quicker, bypassing app store approvals. Improvements include clearer menus with images, enhancing user experience. The app has received 30,000 5-star reviews, showcasing guest satisfaction.

💸 North American energy costs have risen 20% over five years, with a 3.5% year-over-year increase as of February 2025. California and New York face higher annual hikes of 9% and 11.5%, respectively, while Massachusetts sees a 15-30% rise. A 2023 report shows 76% of travelers prefer eco-certified hotels, with 43% willing to pay more. Advances include cloud-based EMS integration and AI-driven analytics. Installation innovations reduce costs and time, promoting sustainability in hospitality.

📈 Web traffic from search will not reach zero. Booking sites like Expedia and Airbnb, although effective, may need to cut their 25% commission. 80% of websites offer no unique value, echoing similar information across the web. Despite this, transactions remain essential, emphasizing the need for unique, discoverable product information by AI models like ChatGPT. Companies must adapt, as many are currently in denial about these shifting dynamics.

📰 Since May 2024, news-related searches without click-throughs have grown from 56% to 69% by May 2025. Organic traffic dropped from over 2.3 billion visits in mid-2024 to under 1.7 billion. ChatGPT news referrals increased from under 1 million to over 25 million from January 2024 to May 2025, up 25x. Reuters saw an 8.9% increase in ChatGPT traffic, NY Post 7.1%, and Business Insider 6.5%. Stocks, finance, and sports dominate AI news prompts.