Innovation

📱 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.