Innovation

💻 July 2026, a survey by Mews revealed 89% of 3,250 travelers in France, Germany, Italy, Netherlands, Spain, Sweden, U.K., and U.S. prefer a hybrid stay with AI. Human service was favored at nine touchpoints, with 44% opting for humans in taxi arrangements and 50% for room service. 75% view human staff as crucial. 59% support AI for repetitive tasks, but 67% fear job losses. Mews emphasizes AI should augment, not replace, human roles.

📈 Booking Holdings collects payments on 73% of its sales, up from 25% in 2019, impacting price control. In 2025, OTA share of hotel bookings held steady at 30%. Charlotte Weatherall, GM of Corinthia London since July 2025, uses a £200 TMT programme for guest experiences. Paathz, an AI hospitality hiring platform, attracted 50,000 professionals. HVS forecasts strong U.S. hotel performance in fall 2026. GHA added 26 properties across Asia. RoomPriceGenie reports 53% AI adoption in pricing among hoteliers.

💵 More than 53% of hotels in a Swiss study by RoomPriceGenie use AI for pricing, but only 10% trust it for most decisions. The 2026 report surveyed 450 revenue managers. 43% of hotels lack a pricing system, relying on instinct or basic spreadsheets. 85% see revenue management as key to profitability, yet 47% struggle to hire talent, especially in DACH (66%) and Canada (56%). Hotels often rely on general managers for pricing tasks.

💸 September 27, 2026, AI hotel recommendation analysis involved 1,177 answers revealing Google links in 91.2% of Gemini answers and 81.0% of AI Mode answers. ChatGPT cited editorial sources in 74.6% and hotels in only 31.6%. Copilot offered 57.3% direct website buttons. Hotels paying 15-25% commissions to OTAs, despite AI-driven visibility, lose revenue without direct booking links. Google Travel allows direct bookings if hotels maintain their rates. AI visibility doesn't equate to revenue without strategic booking pathways.

💻 Cloudbeds partners with Muse, an AI agent, enabling direct hotel bookings via Cloudbeds Booking Engine, announced in San Diego. Launched September 2026, Muse assists travelers by planning trips and booking hotels. The integration addresses hoteliers' distribution cost concerns, maintaining direct guest relationships. Adam Harris, CEO of Cloudbeds, emphasizes direct bookings. Rollout starts Q1 2027 in the US, as part of Cloudbeds' Digital Marketing solutions, aiming to bolster direct reservations and protect margins.

🍴 Philadelphia, October 2023: Avendra International expands its Culinary Innovation Group, enhancing global menu and procurement choices. Paul Carr and Paul Bloxham, with decades in culinary roles, are the new chief culinary officers. The expansion offers consulting in menu development, recipe optimization, and technology-driven solutions like Mosaic AI Supply Chain and Culinary Co-Pilot, focusing on responsible sourcing through Sourcient's AI platform.

📚 Hong Kong PolyU researchers, including Ms. Sherry D.B. Mi, Professor Dan Wang, and Professor Qu Xiao, conducted a study published in 2025 in the International Journal of Contemporary Hospitality Management. They explored environmental technology (ET) implementation in hotels, noting over 50% adoption worldwide. Key findings include that digital transformation, organizational culture, and regulatory requirements shape ET adoption. The study involved 36 interviews and 2 hotel visits in Hong Kong, revealing financial constraints as a major barrier. Over 350 hotel managers participated in surveys.

💻 AI is revolutionizing customer purchases by enhancing pre-purchase research capabilities. Tools like ChatGPT and Claude help customers make informed decisions before interacting with salespeople. Despite extensive research, customers often seek reassurance to confirm their choices. This applies to purchases of TVs or cars and extends to customer support and renewals. While AI provides information, it can also increase buyer anxiety. Sales and service professionals should focus on boosting customer confidence to alleviate this pressure.

📰 Mulberry Media, established in 1997, is a B2B media and events company. They deliver journalism and analysis via data-led platforms for business professionals.