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For hotel marketing teams, summer is often the one season when the traffic looks after itself. International tourist arrivals reached 1.52 billion in 2025 , a new global record, and while economic uncertainty is prompting some caution among travelers in certain markets, global demand for summer travel remains resilient. That makes conversion rates, not traffic, the real lever. With more travelers making deliberate choices about where and how they book, the hotels that capture direct demand this summer won't be the ones with the loudest offer. They'll be the ones whose direct channel experience is tailored to each guest profile and gives website visitors a clear, compelling reason to book now, and to book direct. Having a summer offer isn't the challenge. Every competitor has one. What separates the campaigns that convert from the ones that get ignored is how, when and to whom the message lands. The hoteliers seeing results aren't just switching on a seasonal banner. They're using artificial intelligence to identify behavioral signals, and loyalty data and smart design to make sure their direct channel speaks to each website visitor at the right time. Let’s take a look at five campaigns that show what these personalized experiences look like in practice. Give loyal guests something to come back for Your most loyal hotel guests are also your warmest audience. They've already chosen you, so reaching them this summer doesn't require convincing them your hotel is worth booking. It requires reminding them there's a reason to come back now, and that their loyalty hasn't gone unnoticed. The example builds this into the summer campaign by layering an exclusive benefit on top of the seasonal offer, reserved specifically for returning guests. First-time visitors see the standard summer promotion. Loyal guests see something more: a Layer that acknowledges their guest preferences and history with the property, surfaces an additional perk tied to the loyalty program and links directly to the booking engine, giving them a clear, personalized reason to complete the reservation right now. The effect goes beyond the discount or the added benefit. It's the signal that counts. When a guest recognizes that an offer was made for them and not shown to everyone, that sense of exclusivity carries real conversion weight. It removes hesitation. During summer, when every brand in their inbox is running a promotion, being made to feel like a priority is what cuts through. Guest loyalty doesn't require a chain-scale points program. A well-timed, well-targeted message that treats your returning guests differently from new visitors is often all it takes. Catch the ones who nearly clicked "book" Not every visitor who searches for your summer availability is ready to commit on the first visit. But the fact that they searched at all is a meaningful signal: they're considering specific dates, and they're weighing their options. That intent doesn't disappear when they leave your site. It just goes elsewhere, whether it’s a competitor or an OTA. When a visitor who previously searched summer dates returns to

The hospitality industry is being measured by systems it didn't design and can't fully see. Agentic AI platforms now evaluate hotels continuously, outside the search metrics most revenue managers track. Meanwhile Booking.com's sustainability research flipped a common assumption: older travelers follow through on environmental commitments more than younger ones do. And in European investment, a week's worth of hotel deals crossed €500 million. Viewpoint: Redefining Luxury for a New Generation The World Panel's latest question cuts to something the industry is actively wrestling with: what does luxury mean when the next generation of guests values experience, authenticity, and sustainability differently from the last? The viewpoint invites operators, brand leaders, and designers to share how they are rethinking what premium hospitality looks like when the old signals, marble lobbies, formal service, and brand prestige, no longer carry the same weight. It is a question with real commercial stakes. Hotels that define luxury for this cohort on their own terms will have pricing power. Those that inherit someone else's definition may find themselves spending on the wrong things. Share your take → AI Systems Are Evaluating Hotels Beyond Traditional Search Agentic Hospitality reports that AI discovery platforms, including Google's TravelOS and agentic booking systems, now assess hotels continuously using signals that go well beyond traditional search ranking factors. The systems evaluate content consistency, structured data quality, review sentiment patterns, and real-time availability signals. Hotels optimized for last decade's search logic may be invisible to the next generation of AI-driven discovery. The practical problem is that most hotels have no way to measure how AI agents perceive them. Standard analytics track clicks and bookings, not how an AI system weighted a property against competitors before a traveler ever saw the results. That measurement gap is the core issue Agentic Hospitality is flagging, and it is not a small one. Read more → Older Travelers Are More Sustainable Than Younger Ones Booking.com's survey of 32,500 travelers across markets found that older generations take more concrete sustainable actions when they travel, despite younger travelers expressing stronger environmental intentions. The gap between stated values and actual behavior is widest among younger cohorts. The research doesn't explain why, but the pattern holds across multiple markets and travel types. For hotels building sustainability messaging and programming, this is a useful corrective. Targeting younger travelers with sustainability credentials on the assumption they will act on them may be less effective than assumed. The guests already making choices based on environmental factors tend to be older. Read the research → European Hotel Transactions Topped €500M Last Week HVS Europe's weekly transactions bulletin covering the week ending April 17 logged over €500 million in hotel deals, led by Covivio's €217 million Milan portfolio acquisition and MCR's £123 million purchase of a London boutique collection. Eight major transactions in a single week signals that institutional appetite for European hotel assets remains strong despite elevated financing costs. The Milan and London deals reflect continued confidence in gateway city assets, where supply constraints and

AUSTIN, Texas - Today, Vrbo® announced the 2026 Vacation Rentals of the Year, a collection of standout vacation homes across the U.S. and around the world. Now in its fifth year, the annual list recognizes properties that exemplify exceptional quality, reliability, and Vrbo's high standards for stays travelers can trust. In fact, several of the homes have earned more than 100 perfect 10/10 guest ratings, reflecting the positive experiences guests can expect every time they book a Vrbo. This year's list includes a Montana ranch with a party barn and saloon, a geodesic dome for desert stargazing, a historic home once visited by George Washington, and a lakeside estate with its own nine–hole golf course. Experience the full interactive Multichannel News Release here: https://www.multivu.com/expedia/9334955-en-vrbo-top-vacation-rentals-of-the-year-us-2026 The Vacation Rentals of the Year showcase the finest vacation rentals on Vrbo. New this year, every property on the list has earned the 'Loved by Guests' badge — a recognition reserved only for the top 10% of homes in a destination based on real guest reviews. This list should inspire travelers to take their next group getaway and demonstrates how easy it is to find a trusted, high-quality vacation rental every time they plan a trip Larry Plawsky, Senior Vice President and General Manager at Vrbo This year's properties are located in the most popular vacation destinations across the U.S., including Seacrest Beach, Florida; Big Sky, Montana; Palm Desert, California; Charleston, South Carolina; and Hanalei, Hawaii. U.S. travelers who want to travel internationally can also find properties in Cabo San Lucas, Mexico; Devon, England; and Saint-Tropez, France. Vrbo's Vacation Rentals of the Year were selected based on criteria that exemplify high-quality stays and give guests the confidence to book their next trip. What Makes the Vacation Rentals of the Year Stand Out Loved by Guests: a recognition for the top 10% of properties in a destination based on verified guest reviews Premier Host: properties managed by hosts who have a proven track record of reliability and great hospitality, including 99% booking acceptance rate and 0% host cancellation rate Ratings and reviews: at least 15 exceptional guest ratings and verified positive reviews Location: properties in a variety of popular leisure destinations, oftentimes steps from the ocean, lakes, or mountains Great for groups: spacious homes with attractive amenities like private pools, hot tubs, and game rooms ideal for families and multi-generational groups "Wow" factor: properties with unique amenities or architectural features, including a geodesic dome and a converted historic firehouse This year's list reflects just how far traveler expectations have evolved and how our partners continue to rise to the occasion. From unique design and standout amenities to the small, thoughtful touches that build trust, these homes deliver the kind of exceptional experiences that today's travelers don't just appreciate, they expect. We're proud to celebrate hosts who are setting a new standard for quality and helping shape the future of vacation rentals Tim Rosolio, Vice President of Vacation Rental Partnerships at Vrbo Vrbo's Vacation Rentals of the

CHICAGO — April 21, 2026 — Next week Hotel Communication Network (HCN), the global leader in in-room guest engagement and tablet-based commerce media, will exhibit and present at POSSIBLE Miami Marketing Conference & Expo taking place April 27 to 29 across the Fontainebleau and Eden Roc/Nobu campuses in Miami Beach, Fla. POSSIBLE provides the ideal stage for HCN to showcase its Commerce Media Network for hotels, the world’s largest and newest media channel designed to capture high-value consumer attention at the moment of intent. More than 3,000 senior brand marketers, agency leaders, and media innovators can experience this hotel tablet advertising platform in the Innovation Village / Main Pool area. The focal point of HCN’s POSSIBLE presence will be a featured session by Founder & CEO Kevin Bidner: Speaking Session: The New Advertising Frontier: The Hotel Media Network When: Monday, April 27, 2026 | 1:45 PM – 2:00 PM Where: Eden Roc Expo Garden Innovation Stage In this session, Bidner will explore how hotels are emerging as the next major commerce media frontier, following the explosive growth of retail media networks from companies like Amazon, Walmart, and Kroger. The presentation will examine the evolution of the $12 trillion global travel economy, the increasing role of generative AI in consumer decision-making, and how brands can engage travelers along a newly defined path to purchase. “Brands are searching for environments that deliver real attention, measurable engagement, and trusted consumer interactions,” Bidner said. “Hotels represent a uniquely powerful moment where travelers are relaxed, receptive, and ready to act. Our network transforms that moment into a high-performance commerce opportunity for brands.” HCN’s new advanced programmatic advertising platform is designed to maximize the potential of in-room tablets, providing advertisers and hoteliers with a sophisticated and highly customizable medium to engage consumers directly. The company is radically changing the way media buyers can target highly desirable audiences, in the place where 85% of a tourist’s purchase decisions are made, and when consumers are highly receptive to brand messaging. “In a world of fragmented media and ad blockers, brands are struggling to capture real attention,” Bidner added. “HCN changes that by giving advertisers access to a captive, high-value audience in a distraction-free environment—right inside the hotel room.” Prior to the show, attendees are encouraged to download HCN’s new industry report, “ Unlocking the Power of In-Room Tablet Advertising in Hotels .” Authored by three industry experts, the whitepaper provides a comprehensive look at how HCN has transformed the hotel guestroom tablet into a premium commerce media channel, combining digital out-of-home (DOOH), display, and e-commerce capabilities into a single, highly engaging platform. Own the Most Valuable Square Foot in the Hotel Room HCN operates the world’s largest network of in-room guest tablets, creating a direct digital gateway to travelers when they are most relaxed, receptive, and ready to spend. The platform offers a 100% fraud-free, 100% brand-safe environment, addressing some of the most pressing challenges in modern digital advertising. “Marketers are always seeking innovative ways to engage consumers,”

Trybe , the modern, end-to-end technology platform powering spas, resorts, and wellness experiences globally, today announced the appointment of Erica Martin as Sales Director, North America. With over 15 years of experience in hospitality technology, Erica joins Trybe to further scale its rapid growth and deepen its presence across the North American market. A recognized expert in the hospitality and wellness technology space, Erica has spent her career at the forefront of digital transformation for leading hotel and spa operators. She brings a proven track record of helping enterprise and independent properties modernize their operations, unlock new revenue streams, and deliver elevated guest experiences through technology. In her new role, Erica will lead strategic sales initiatives across North America, working closely with ownership groups, operators, and partners to drive adoption of Trybe’s next-generation platform. “Erica brings an exceptional depth of industry knowledge and credibility that aligns perfectly with where Trybe is headed,” said Ricky Daniels , Co-Founder at Trybe . “She understands the real challenges operators face because she’s spent over a decade helping solve them. As we continue to expand across North America, her leadership will be instrumental in accelerating our momentum and strengthening our relationships across the industry.” Erica’s career has been defined by her ability to bridge the gap between legacy systems and modern, integrated technology ecosystems. Her expertise spans complex, multi-property environments, enterprise sales strategy, and guiding organizations through large-scale digital transformation initiatives. “Trybe represents exactly where the industry is going. Modern, intuitive, and built to unify the entire guest journey,” said Martin. “I’m excited to join a team that is not only innovating, but truly listening to operators and building technology that drives real results. There’s a huge opportunity in North America to rethink how spas, wellness, and leisure experiences are powered, and I’m thrilled to be part of that journey.” Erica’s appointment marks another key milestone in Trybe’s North American growth strategy, including the recent addition of Shane McMackin , who is leading the company’s Customer Success function in the region. Shane brings a strong background in both hospitality and spa operations, having worked alongside leading luxury brands to deliver exceptional guest experiences. His recent experience in spa and business management software has given him a deep understanding of how technology can drive both operational efficiency and commercial performance. At Trybe , Shane is focused on launching and scaling the North American Customer Success team, working closely with clients to ensure they maximize the value of the platform, while also collaborating with the product team to align ongoing development with the specific needs of the market. Together, Erica and Shane represent a strengthened regional leadership approach, combining commercial growth with operational excellence and client success. Trybe has quickly emerged as a leading platform for hospitality and wellness operators, offering a fully integrated solution across scheduling, memberships, POS, guest communications, payments, and revenue optimization. With a growing global footprint and increasing demand for unified, cloud-based systems, the company continues to invest in top talent to

[LOUISVILLE, Ky.––April 21, 2026]— Agentic Hospitality is reporting that artificial intelligence systems are now interacting with hotel content at a scale that surpasses traditional search engines. Despite this growing activity, AI-driven engagement rarely appears in standard traffic reports, revealing a widening gap between influence and measurement. “A fundamental shift is underway in how travelers discover and evaluate hotels, and much of it is happening beyond the reach of traditional analytics,” said Brad Brewer, Founder and Chief AI Officer of Agentic Hospitality and the inventor of Agentic Hotel Distribution . “For years hotel performance has been defined by sessions, clicks, and rankings. But those metrics are capturing a shrinking share of what actually shapes traveler’s decisions. A new layer has emerged and it’s one where AI systems access, interpret, and evaluate hotel information in real time. “This isn’t about traffic going up or down; it’s about how decisions are being made,” he said. “Search engines crawl and index. AI systems retrieve and assemble answers dynamically, often evaluating multiple sources within a single interaction. Hotels are no longer being assessed occasionally; they’re being assessed continuously.” Visibility is Not About Ranking High But Being Selected AI systems don’t surface options, they qualify them. Each interaction is becoming a checkpoint, and hoteliers must ensure that room types are defined, amenities are structured for comparison, and policies are unambiguous. If not, a property may never be presented to the traveler. “Much of this activity remains invisible,” Brewer said. “Travelers increasingly receive answers, compare hotels, and make decisions within AI interfaces without ever clicking through to a website. The result is an expanding attribution gap, where AI plays a meaningful role in decision-making but remains largely absent from traditional reporting.” This shift is redefining what it means for hotels to be visible . “In a search-driven model, visibility meant ranking,” Brewer said. “In an AI-driven model, visibility means being selected as a trusted source. That requires structured, consistent, and complete data—not just strong marketing copy. Hotels must evolve from digital destinations into structured data sources that are queried and evaluated by AI systems in real time.” TravelOS: Built for the AI Layer Last month, Agentic Hospitality launched its Travel Operating System (TravelOS) Model Context Protocol (MCP) Server , a new infrastructure layer designed to connect hotel reservation systems directly to AI platforms. TravelOS supports this transition, connecting core hotel systems and making real-time data accessible across AI and digital channels. Rather than relying on static website content, TravelOS exposes structured data (including availability, rates, inventory, and policies) in formats designed for machine retrieval. Its Schema Adapter layer further standardizes this information, ensuring that rooms, amenities, and offers are clearly defined and comparable. TravelOS reporting delivers a real-time view of how guest demand translates into pricing interactions, capturing AI-driven intent signals, rate checks, and availability across hotel and room-level inventory. It enables operators to proactively align pricing with demand and identify inconsistencies that can directly impact conversion and performance across emerging AI-driven distribution channels. “When your data

Unilever is dismantling the traditional advertising model that once defined consumer goods marketing. In its place, the company is building what amounts to a distributed network of influence, where hundreds…

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HSMAI Europe is proud to announce the formal launch of its UK Advisory Board , appointing Keith Butler, Sales Director, Radisson Hotel Group, UK & Ireland, as Chair . Keith will serve in this role for a two-year term. Joining Keith on the Board are: Chaitanya “Chati” Soni, Senior Multi Hotel Revenue Manager - Accor Europe & North Africa Peter Heath, Founder - Venue Performance The UK Advisory Board has been established to strengthen the HSMAI Europe community in the UK market by listening closely to what is happening on the ground, identifying emerging challenges and opportunities, and bringing those insights back into the wider HSMAI Europe community. This is an important step in further building a connected and inclusive professional community where hospitality leaders and future talent can learn from one another, support one another, and grow together. As part of our member community, the Board will play an important role in helping shape local initiatives, roundtables, networking opportunities, and market-specific activities that bring together professionals from across the hospitality industry in the UK. A key ambition is to ensure the Board reflects the breadth of today’s hospitality ecosystem, with representation across disciplines including sales, marketing, revenue, operations, general management, HR, finance, and broader commercial leadership. This cross-functional approach supports HSMAI Europe’s mission of strengthening collaboration, sharing market insight, and creating a stronger professional community across the sector. I’m truly honoured to chair HSMAI Europe’s UK Advisory Board. Our ambition is to help strengthen the hospitality community across the UK by bringing leaders together to share insight, address real-world challenges, and help shape what comes next for our sector. The Board will represent a broad range of disciplines and experience, reflecting how hospitality businesses operate today. Through thoughtful dialogue, roundtables, and relevant local initiatives, we want to strengthen collaboration, support future talent, and continue building a community where people can develop meaningful, long-term careers Keith Butler, Chair, UK Advisory Board The UK is one of the most dynamic hospitality markets in Europe, and we are delighted to welcome Keith as Chair, alongside Chati and Peter as initial members of the Advisory Board. Their combined expertise and leadership will help strengthen our community in the UK, deepen local engagement, and ensure HSMAI Europe remains the go-to platform for insight, leadership, and professional growth Ingunn Hofseth, President & CEO, HSMAI Region Europe Call for Nominations – HSMAI Europe UK Advisory Board As part of the launch, we warmly invite nominations from HSMAI Europe member companies across the UK hospitality community . Nominations must come from one of our member companies, and we encourage organisations to put forward colleagues from a broad range of disciplines — including sales, marketing, revenue, operations, HR, finance, general management, and wider commercial leadership. We are especially keen to reflect diversity of background, seniority, and experience, bringing together both established leaders and emerging voices who can contribute fresh perspectives. Together, the Board will help strengthen the UK hospitality community, support local initiatives, provide market insight, and champion