Innovation

🏡 Safestay PLC, a major European hostel group, announced a partnership with Cloudbeds starting January 2025, entailing the integration of its 20-hostel portfolio with Cloudbeds’ Platform. The collaboration aims to leverage AI for revenue maximization, improve direct booking strategies, and enhance guest experiences using a unified technology system. In 2023, Safestay sold 848,633 bed nights, a 17% increase from the previous year, and is poised for expansion, planning new hostels in Brighton and Cordoba and managing a property on Spain’s Costa Blanca. The global hostel market is projected to reach $8.9bn by 2027.

🏨 In 2025, hoteliers' top concerns include productivity, data security, and guest loyalty, which Cloud Property Management Systems (Cloud PMS) address to facilitate hotel management.

🏨 New Zealand's Marsden Hotel Group, with properties under Marsden Hotels & Resorts, Ramada by Wyndham, Wyndham Garden, and Microtel by Wyndham, collaborates with STAAH to enhance revenue opportunities. Implementing STAAH's channel manager, booking engine, and global distribution systems, Marsden aims to streamline booking processes and expand market reach. Emma Kirkland, Director of Revenue Management, notes GDS channel volume doubled in the first month, attributing to new integrations through STAAH. Tarun Joukani, Director at STAAH, emphasizes technology's role in revenue growth for modern accommodations. Marsden operates 15 properties across major New Zealand locations.

📱 Hotels face a critical challenge in providing strong cellular coverage due to guest expectations and technological advancements. Guests demand seamless connectivity and are holding hotels accountable for poor service. Cybersecurity concerns have led to a preference for cellular networks over unsecured hotel Wi-Fi. Sustainable building materials, like Low-E glass and dense concrete, block cellular signals, complicating this issue. Small cell networks are recommended as a cost-effective, flexible solution to enhance indoor coverage, being more adaptable than traditional Distributed Antenna Systems (DAS).

🏨 Hotels allowing OTAs to undercut their rates pay 47% more for PPC leads, with CPC at $0.97 when undercut versus $0.66 when offering the lowest rate themselves, as per SHR's analysis of 27 million impressions. Rate parity still costs hotels 35.9% more at $0.89 per click. These costs affect marketing budgets and profitability, urging a balanced strategy for direct bookings and OTA partnerships. The hospitality industry expects more direct bookings than OTA bookings by 2030, stressing the importance of direct channels. Steve Collins, VP of SHR, emphasizes the need for a holistic digital strategy.

🌍 Komodo, a social media and influencer marketing agency, launched The Journey, a marketing platform for the travel sector, partnered with TikTok, Revolut, and Samsonite. Targeting Australia and New Zealand, the Singapore Tourism Board (STB) Oceania's campaign starts in February. Six Australian content creators, with a collective following of over 34 million, will compete in gamified TikTok challenges to promote Singapore as a leading destination. The initiative aims to drive visitor numbers by showcasing unique stories through interactive influencer content.

📊 UK SMBs anticipate increasing domestic travel volumes (76%) and business travel budgets (79%) in 2025. Business travel grew by 74% in 2024 compared to 2023. A third (33%) of decision-makers aim to use more rail to cut carbon footprints. An impressive 87% now have emission reduction targets, up from 52% in January 2024, and 85% support lower-carbon travel financially. Regulatory influences are driving 34% of SMBs' lower carbon policies. Andrew Cruttenden of Trainline Partner Solutions underscores the value of tech solutions for sustainable rail travel growth.

📡 Mabrian launched AILA (Artificial Intelligence Live Assistant), a Generative AI-based virtual analyst for optimizing tourism planning and management. AILA, a B2B Gen AI tool, uses Mabrian's travel intelligence database in real-time responses to tourism trends. It integrates with seven data modules: Air Capacity, Traveller Behaviour, Accommodation, Spending, Telecommunications, Mobile Data, and Sustainability. AILA provides personalized insights through natural language interaction in any language. The tool will evolve into an advanced agent for predictive analysis and action plans. AILA will debut at FITUR 2025, aligning with Mabrian's vision to enhance decision-making in tourism with advanced analytics capabilities.

🛏 One in 10 hotel guests have experienced payment fraud, with an average loss of £564.08 per victim in 2024. Adyen's Hospitality Report indicates 71% of travelers fear booking scams, and nearly half of hotels (47%) still offer phone payments. Despite only 11% of guests preferring this method, 51% of business leaders consider it popular. Over a third (38%) of businesses reported increased fraud in 2024, with average losses reaching £845,111.06. Safer payment options at check-in (43%) and direct online booking (36%) are preferred by travelers.