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📌 HBX Group's MarketHub event was held in Algarve, Europe, attracting hundreds of executives to discuss technology, Gen Z, and digital payments. The platform processes over 6.2 billion searches and 80,000 requests per second, with a €200 million investment in technology over three years. "Olivia," an AI-powered customer service platform, and advanced AI applications were showcased. The Algarve saw 5.2 million visitors in 2024, exemplifying sustainable tourism growth. The global travel industry, valued at $11 trillion, is expected to see the B2B travel market reach $94 billion by 2032. Gen Z, comprising 30% of the global population, prioritizes personalized, sustainable travel, heavily influenced by social media. HBX Group's recent IPO and commitment to governance and transparency were also highlighted.

🏨 Rising operating costs prompt hoteliers to seek new revenue streams, with hotel entertainment technology being a lucrative option. Oracle and Skift report 67% of hotel executives anticipate non-room revenue growth over the next five years. CBRE forecasts a 2% U.S. RevPAR increase due to higher group demand and business travel. OnStream by DISH Business provides a cost-effective entertainment platform that integrates with existing infrastructure, offering live TV, streaming, casting, and customizable UI for promoting amenities, local ads, and enhancing guest experience.

🛡 Think Circular by AccorInvest introduces a renovation model for sustainability in the hospitality industry. Key features are 80% reduced waste, 50% lower carbon emissions, 80% improved air quality, and flexible design. Implemented in ibis hotels since 2019, it has renovated over 2,500 rooms across France, Germany, the UK, Spain, Portugal, and Poland from 2021 to 2024. Results: 70% reduction in renovation time, 20% cost savings, 80% less waste. Finalist in the Hospitality Awards 2023, the concept also extends to public areas.

💼 In the volatile hotel market, shrinking booking windows, local events, and social media can lead to rapid demand changes, necessitating immediate rate adjustments. Utilizing mobile access for real-time reactivity, decentralized control, data at fingertips, and continuous optimization is crucial. Agile revenue management enables instant rate updates from anywhere, using mobile apps or responsive dashboards to access KPIs such as pacing, pickup, occupancy rate, ADR, RevPAR, and total revenue. This dynamic approach can boost profits by 15–30% annually.

📈 At MURTEC 2025, Hospitality Technology's Editor-in-Chief Robert Firpo-Cappiello and Nadav Solomon from Tabit discussed full-service restaurant tech trends, emphasizing guest engagement and table management. They highlighted the role of AI, mobile apps, and real-time data in personalizing customer interactions to increase satisfaction and retention.

🏨 Hotels and resorts often offer discounts to attract bookings, but this may harm brand integrity and margins. Value-added offers, prioritizing direct bookings, a strong brand presence, leveraging revenue management systems (RMSs), focusing on total revenue per available room (TRevPAR), and forming strategic partnerships can enhance guest experience and loyalty while maintaining profitability. Advanced technologies and data-driven marketing allow luxury and niche hotels to personalize experiences and optimize total revenue without relying on discounts, moving away from mass promotions to sustainable performance growth.