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✈ By 2026, ad spending on travel-focused commerce media is projected to reach $2.96 billion. In 2025, the travel industry will be characterized by seamless, personalized experiences facilitated by technology, where successful brands will utilize first-party data and integrate emerging technologies. Airlines, hotels, entertainment providers, and rideshare apps will collaborate to share insights and create targeted marketing campaigns, enhancing customer engagement and loyalty. Delta's partnership with DraftKings exemplifies how industry partnerships can scale growth and revenue through data-driven personalized promotions. Hospitality brands will increasingly monetize first-party data, following the retail media networks' lead, by creating advertising partnerships and media networks that deliver targeted ads across various platforms, including connected TV.

The typical digitalization process in hotels? New systems are implemented, there’s initial excitement – and then the problems begin. Data is entered manually, staff struggle to juggle multiple applications, and…

🛏 In a hertelier LinkedIn Live event celebrating its fourth anniversary, Emily Goldfisher and Nancy Mendelson welcomed guests Amanda Al-Masri, Vice President of Wellness for Hilton, and Emily Hoyt, CEO of Lather. Al-Masri shared a statistic that 50% of people globally and two-thirds of Americans sleep better in hotels, attributing this to the elimination of obstacles like chores and the careful crafting of hotel room experiences. Al-Masri and Hoyt discussed Hilton's partnership with Calm, the importance of sensory elements like pillow sprays for sleep, and how wellness is integrated into Hilton's 24 brands and $220 million Hilton Honors loyalty program. Discussions also touched on ensuring guest satisfaction through shower and sleep experiences, the complexity of operationalizing pillow menus, and the significance of intuitive room controls for guests.

📈 Snapchat redefined from a photo-sharing app to a messaging platform, leading to a successful investment by Justin. Ryanair switched focus from passengers to airports, attracting millions in traffic revenue. US airlines profited mainly from loyalty programs, not ticket sales. The Swag's walking stick loyalty program drives repeat visits. AI Overviews increased by 558%, dominating search results and diminishing organic CTR for travel sites. Google's AI Mode and search dominance highlight the importance of AI optimization for visibility. Adapting to AI's role in commerce is crucial for future marketing strategies.

🏨 ITB Berlin, the world's leading travel show, hosted over 100,000 professionals and 5,800 exhibitors from 170 countries in 2025. Global tourism increased by 13% in 2024 with outbound travel hitting 2019 levels. MICE accounted for two-thirds of business trips, reflecting a strong demand for group travel. AI discussions focused on immediate hotel financial performance improvements. Collaboration in tech is breaking down data silos, highlighted by IDeaS' API developer portal and partnerships like with SiteMinder for more accessible hotel technologies. Key ITB 2025 takeaways include the importance of adaptability, total revenue optimization, practical AI application, system integration, and accessible technology for all hoteliers.

🚿 Independent hotel operators are adopting technology, such as an all-in-one property-management system (PMS), to assist housekeeping teams amid rising guest expectations and efficiency demands. The Hotel Association of Canada cites labor shortages as a key challenge for 2025, with 64% of hotels reporting staffing issues, according to an American Hotel & Lodging Association survey. Four ways PMS improves housekeeping include: enhancing communications, granting control over guest experience, providing tools for growth, and rewarding workers. A 2024 study found that digital tipping through PMS can result in an additional $375 in weekly earnings for associates. Companies increased training budgets by 14% in 2023 to support staff development. Flexible work schedules are a top priority for 77% of workers, according to the "Flex Work Nation" report.

📝 In the hotel industry, the trend is leaning towards all-in-one solution providers to streamline services, buying power, and integration despite not always offering the best features individually. Discussions reveal that hotel technology still faces challenges with integration. Elsewhere, Sesame’s voice AI shows promise with human-like interactions but lacks purpose, particularly in tasks like hotel room booking. Key insights also highlight the importance of system design over graphic design in multi-product company rebranding, suggesting that true solutions are often simple and unflashy, and that internal buy-in is crucial.

🏡 SiteMinder's 2025 Changing Traveller Report identifies the 'everything traveller,' focusing on accommodation preferences and behaviors. Luxury hotel guests, willing to pay for enhanced experiences and convenience, plan to increase travel budgets, with 59% spending more than the previous year. Event travel is a key growth area, with 68% traveling for events like family celebrations (34%), music (34%), or sports (23%). Millennials lead upscale bookings at 21%, with high-end room must-haves being views (55%) and quality bedding (53%). Add-on preferences include breakfast (51%) and airport transfers (34%). Spa treatments and gourmet experiences rank high (43%), with 45% working during trips. Despite cost-consciousness, 27% state rising costs don't affect their plans. James Bishop, SiteMinder's VP, highlights the 'save to spend' approach, with 59% favoring package deals. Digital savvy luxury travelers expect online efficiency, starting searches on search engines (31%) and OTAs (21%), preferring third-party booking platforms (49%). AI use is anticipated for 52% during accommodation exploration and 43% for pre-arrival communication. Luxury hotels are urged to enhance digital experiences to attract these guests and capitalize on a market with significant millennial influence.

🍽 🍴 Christine has over 21 years of experience in hospitality tech, focusing on standalone food and beverage spaces and now food and beverage tech in hotels. As Director of Solutions Engineering at Shiji Group, she bridges technology with industry challenges. Shiji Group offers end-to-end hospitality technology solutions, enhancing guest experiences from pre-stay to post-stay. They tackle common industry issues like labor force challenges and aim to streamline operations. Christine emphasizes the importance of technology in improving efficiency and guest services, such as through mobile ordering applications which can result in significant revenue increases, like a 17% profit increase observed in some properties. Shiji also explores the potential of leveraging existing kitchen operations beyond traditional restaurant hours to boost on-property guest spending and counteract the convenience of food delivery apps.

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