Innovation

🏠 UnderTheDoormat Group, a London-based hospitality operator, expanded TrustedStays into France, integrating serviced apartments into corporate travel systems via Amadeus. In 2025, French business travel spending reached €30.9bn, projected to grow 2.2% to €31.6bn by 2026. Serviced apartments, growing at 5.9% annually since 2019, represent just 8% of Europe's accommodation supply. The expansion addresses corporate demand for flexible options amid global business travel spending forecasts of $1.71tn in 2026.

📅 In August 2026, IRIS, a leader in digital F&B and guest experience solutions, partners with Global Hotel Alliance (GHA), an alliance of over 50 hotel brands in 100 countries. IRIS provides GHA hotels access to digital ordering, guest directory, and concierge services, enhancing guest experiences and operational efficiency. This strategic move allows hotels to increase revenue without added labor, offering a scalable, multi-lingual, and contactless platform to meet growing mobile ordering demand.

💻 Agoda has introduced Room Grid Bot, an AI-powered assistant in its mobile app, enhancing room selection by integrating a traveler's preferences with search criteria. Available from the room selection page, this tool simplifies booking by suggesting suitable room options in real-time. With over 6 million properties, 130,000 flight routes, and 300,000 activities, Agoda aims to streamline booking decisions, reducing drop-offs and offering personalized experiences while maintaining user control.

💻 Aug 13-14, 2026, Agoda launched a chat assistant on its app's room-selection page, helping travelers choose rooms. Similar to Expedia's 2023 machine-learning model, which shifted bookings by 4.1% to premium rooms. Unlike Expedia, Agoda's Best pick criteria remain unpublished. The bot simplifies room selection by addressing criteria like occupancy, cancellation terms, and meal inclusions, ensuring smoother bookings. The chat reduces friction in rate plans but keeps room choice criteria undisclosed.

📈 Accor plans to implement AI-generated pricing for corporate bids in 2027, as announced by Julien Houdebine at the GBTA convention in Chicago. Currently, half of Accor's business travel revenue is from negotiated programs. The pricing engine’s recommendations are optional, with the RFP cycle running from September to January. As of June, a third of corporate travel managers used AI in RFP processes, with expectations to rise to nearly 70% next cycle.

🛫 56% of US travelers now use AI for travel, according to Phocuswright. Companies like Booking.com and Airbnb are integrating AI to create "connected trips," streamlining accommodations, transport, and activities into one system. Reely.travel aligns with this by curating trips from social media. AI's role grows with AI-referred sessions on Shopify up 197% year-over-year. However, AI doesn't replace the purchasing journey but complements traditional search, emphasizing the need for businesses to adapt to new discovery channels.

🏠 G6 Hospitality, parent of Motel 6 and Studio 6, concluded town halls with 150 franchise owners in Texas, Oklahoma, Illinois, Ohio, California, Arizona, and Oregon. Held post-annual convention in Cancún, these meetings aimed to discuss business performance and gather feedback. Discussions included revenue growth, technology, and franchise success. Leadership shared updates on investments in technology and safety. G6 Hospitality plans ongoing regional engagement to strengthen its network of nearly 1,500 properties across the U.S. and Canada.

💻 SiteMinder, connecting 53,000 hotels across 150 countries, announced AI-driven platform expansions. These include Demand Plus and Channels Plus, supporting AI pathways like ChatGPT. DirectBooker is an inaugural AI demand partner. SiteMinder's Changing Traveller Report 2026 reveals 80% of travelers want AI during booking. With 2.5 million rooms and 300 million room nights annually, SiteMinder positions hotels for AI-era distribution, enhancing visibility and booking through AI-driven pathways.