Innovation

🏨 Across Europe, ageing hotels are being converted into tech-enabled serviced apartments due to rising construction costs, operational inefficiencies, and evolving guest expectations. These conversions, driven by companies like Bob W, offer self-service flexibility, reducing labour and operational costs. Serviced apartments yield better returns than traditional hotels, especially in Germany and the Nordics. Conversions are quicker and cheaper than new builds, offering both financial and environmental benefits, and align well with today’s digital-savvy travelers' preferences.

📰 Major trade show ITB, celebrating its 60th year, will take place on 3-5 March, featuring Travolution's AI Track on 4 March. 🗓️ The AI-focused session, sponsored by Travolution, includes speakers such as Google's Head of Customer Engineering and SNCF Connect & Tech CEO Anne Pruvot, and takes place from 2:30 pm in Hall 6.1. Key topics include how Agentic AI is reshaping travel, with insights from industry leaders like Stephanie Madée from Amadeus and James Lemon from Stripe. 🚆

🏨 Feb 27, 2026, the travel industry landscape: Hotels are shifting focus from efficiency to fostering emotional intelligence and human connection. Key strategies include training staff for empathetic service, creating community-driven experiences, and prioritizing storytelling over transactions. Human-centric design and local collaborations enhance guest stays. Brands emphasizing shared values and authentic identities will thrive in the AI-driven era, offering a competitive edge through belonging and meaningful experiences rather than just speed and convenience.

🛩 Flight Centre Travel Group, as of February 27, 2026, is now the world's third-largest Travel Management Company (TMC) after CWT merged with Amex GBT. The company’s brands, including FCM and Corporate Traveller, are outperforming the broader corporate travel market, showcasing robust demand and strategic success. The corporate division reports increased booking values and pre-tax profits, driven by technology and productivity gains. Diversification into payments, meetings, events, and consulting strengthens future performance prospects.

🏨 Bilt, a New York startup, announced Bilt Verified on Thursday, enabling hotels with Forbes Travel Guide star ratings to connect with Bilt's platform. This follows Bilt's creation of Home Away From Home, featuring 1,700+ luxury properties via Virtuoso travel advisors. Guests get a $100 hotel credit, free breakfast, flexible check-in/out, and possible room upgrades.

📱 AI tools revolutionize travel by enhancing discoverability and enabling direct bookings. Hotels not featured risk losing customers and revenue. Ensure your hotel is visible in AI search results to maintain brand awareness.

📈 AI is transforming the travel industry, offering hotels a chance to regain visibility from OTAs. Using AI-ready formats, Shiji Horizon Distribution and Iceportal Content help hotels convert interest into direct bookings and revenue. Key trends from the Adyen Hospitality & Travel Report 2025 highlight the rapid acceleration of AI in travel planning. Hotel brands can now connect directly with travelers, with major contributions from Booking.com and Expedia Group, enhancing AI visibility and brand engagement.