Innovation

🖥 Amazon and Expedia team up to transform Alexa+ into a travel booking assistant. Starting in 2026, users can book global accommodations using voice commands. This partnership allows Alexa to tap into Expedia's vast inventory and manage reservations. Complementary collaborations include Yelp and Angi for home services, and Square for wellness bookings. Amazon aims to make Alexa+ a comprehensive service hub. Expedia, expanding its AI focus, recently appointed Xavier Amatriain as AI director.

🏨 AI in 2026 is central to travel planning, offering personalized recommendations and influencing hotel choices. Ensuring visibility in AI-driven searches is vital for bookings. Hoteliers should enhance Generative Engine Optimization (GEO) by auditing their presence, optimizing websites, leveraging trusted media, and continuously adapting strategies. These steps align with traditional SEO practices. As AI evolves, maintaining relevance in AI-generated content is key for travel providers to inspire bookings and influence traveler decisions.

🏨 Hotels are shifting to unified guest experience platforms, ditching fragmented tech systems. Why? Reduced total cost of ownership, faster deployments, and enhanced security. A centralized system improves guest satisfaction and operational efficiency, offering a consistent experience across properties. This tech boosts brand reputation and supports growth with ease. By integrating check-ins, ID verification, payments, and more into one solution, hotels streamline operations and attract repeat customers, meeting modern expectations for a seamless, digital journey.

📰 December 2024, Omnicom and IPG merge, resulting in 4,000 job cuts, including many brand strategists. Technological shifts enable brands like Nike and Capital One to deliver real-time personalized services, making the old promise-based branding model obsolete. A 2024 Edelman study shows 67% of consumers value problem-solving over shared values. A McKinsey 2023 report reveals experiential utilities yield 3.2x ROI compared to traditional media spends. Brands must focus on services, not just promises, to adapt to this new landscape.

📈 In 2026, customer expectations remain high, with a focus on proactive service, valuing time, and personalizing experiences. Trust is crucial, and AI self-service is gaining acceptance, though live agents remain necessary. Employees expect similar experiences to customers, and AI supports both groups. Companies should be transparent about AI's role and ensure seamless customer interactions. These trends, highlighted in Shep Hyken's Forbes column, emphasize blending human and AI interactions for optimal customer service.