Hotel direct booking, all in one place. This hub aggregates the latest news, strategies and tools to help hotels win bookings away from the OTAs, curated by 10 Minutes News. Stay sharp on the push for direct revenue.
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#209: Load-Bearing
18 September 2026This article was written by Mauricio Prieto. Click here to read the original article Some friction is worth killing. Some of it turns out to be load-bearing. Special thanks to Propellic for sponsoring this edition of the newsletter: The average traveler starts with ChatGPT, not Claude – and other findings. Propellic spent a week watching U.S. travelers plan trips with AI. The 2026 State of AI Visibility for the Travel Industry Report lays out which LLMs travelers are using, how…
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Skift Global Forum Preview: IHG’s Chief Commercial & Marketing Officer on Making Hotels Legible to AI
18 September 2026Heather Balsley is making IHG legible to the AI models while arguing the models will never own the guest. Two bets, one strategy, at Skift Global Forum.
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Chinese AI Hotel Booking Orders Surge 800% Year-on-Year During Spring Festival 2026 Through Smartphone Integration
18 September 2026🚩 Chinese AI platforms achieved 800% growth in hotel bookings during the Spring Festival in 2026, leveraging smartphone AI assistants from Huawei, Xiaomi, OPPO, and Honor. U.S. hotel RevPAR fell 6.2% for the week ending September 12 due to a calendar shift, ending a 21-week growth streak. Hotel technology friction costs include data re-entry and disconnection issues, impacting staff efficiency. Highgate entered the Greek market by acquiring the Zafolia Hotel Athens. RLA Global suggests transforming hotel gyms into wellness hubs…
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Hoteliers Should Analyze Peak Season Data for Profitability Beyond Occupancy Rates, Suggests Lighthouse’s Femke Nollet
18 September 2026🏨 Independent hoteliers can optimize revenue by analyzing peak season performance. Monitoring early sell-outs and late gaps helps adjust room rates, while evaluating room types highlights profitable areas. Direct bookings reflect guest loyalty and lower commission costs compared to OTAs. Operational reviews during peak periods reveal key areas for improvement. Solidifying cash flow by tightening deposit and cancellation policies is crucial. Extending peak pricing strategies and targeting valuable guests in shoulder seasons can enhance overall profitability.
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Fliggy Integrates “flyai” Travel Skill into Major Chinese Smartphone Platforms as AI Orders Surge 800%
18 September 2026📈 Fliggy’s “flyai” travel skill, integrated with Huawei, Xiaomi, OPPO, and Honor, saw AI-driven orders surge 800% during Spring Festival, matching traditional OTA conversion rates. With China’s Super Golden Week (27 Sept–12 Oct) imminent, Ctrip forecasts a 45% rise in inter-provincial travel orders. Fliggy’s strategy spans AI model makers, OS makers, and service platforms. Despite a 4.3–6.7% drop in Q2 smartphone shipments, Fliggy aims for dominance by integrating across all layers, not relying on a single device.
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Jet2Villas adds Awaze villas in Mediterranean expansion
18 September 2026This article was written by Travolution. Click here to read the original article Jet2Villas is adding 1,000 villas from Awaze’s NOVASOL portfolio as the tour operator expands its holiday rental inventory across the Mediterranean. The four-star and five-star properties, all with private pools, will initially be available in Croatia, France, Italy, Spain and the Balearic Islands. The deal gives Awaze – Europe’s largest provider of holiday rentals and owner of James Villas, Novasol and cottages.com – a new distribution channel for…
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Hospitable adds split payouts to simplify property manager payments
18 September 2026This article was written by Travolution. Click here to read the original article Short-term rental technology provider Hospitable has launched a split payments capability that allows property managers and owners to receive their share of booking revenue from the same transaction. The company claims the launch makes it the first property management system (PMS) to offer native split payouts across Vrbo and direct bookings, extending a capability previously available to managers using Airbnb’s payments infrastructure. Hospitable’s Split Payouts product automatically…
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The battle for AI search starts before the prompt, urges Icelandair marketing chief
18 September 2026This article was written by Travolution. Click here to read the original article The battle for visibility in AI-powered travel search begins “long before” a traveller types a prompt, according to Icelandair’s director of global marketing, Gísli Brynjolfsson. His view – that airlines must build brands people already know, remember and feel something about if they want to be considered when customers turn to AI for travel advice – backs up the priority for the airline, to build a “distinctive”…
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CollabsMap Connects Thousands of Travel Creators with Nearly 1,000 Brands, Solving Creator-to-Booking Gaps
17 September 2026📰 CollabsMap connects travel creators with businesses through an innovative marketplace model. Videreo’s journey revealed a broken creator-to-booking chain, where demand is created but not captured by creators, as highlighted in Rafat Ali’s Skift article. AI trends show 28% of US leisure travelers start planning with AI, but only 5% book as suggested. TSA’s AI agent saves over 11,660 staff hours and $11 million in labor value annually. GetYourGuide’s Creator Review increases booking likelihood threefold.
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Tambourine, Aven, and Oracle Launch New Booking Engines to Enhance Hotel Direct Booking Efficiency and Conversion Rates
17 September 2026🏨 Maverick Hotels & Restaurants, led by CEO Robert Habeeb, operates 50 hotels and supports the shift to AI-driven booking systems. Marriott International’s CEO, Anthony Capuano, notes AI’s impact on travel booking. Tambourine’s new platform, Tambourine One, doubles desktop and nearly triples mobile conversion rates across 50 hotels. Aven Hospitality’s new booking engine increased revenue by over 30% in one month for Navarino Services. Oracle Hospitality’s OPERA Cloud engine integrates rates and inventory data, targeting independent hotels.
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U.S. Hotel Loyalty Program Bookings Reach 58% in 2026, Up from 51% in 2019, According to Kalibri
17 September 2026📈 Loyalty demand share in U.S. hotel room bookings reached 58% in the first half of 2026, up from 51% in 2019, with Brand.com bookings at 29%. Loyalty member rate bookings rose 19% year-over-year by early July. Total room night demand increased by 2%, and average daily rates climbed 6% through July. OTA and government bookings rose 2%, corporate bookings 1%, while rack/BAR rates fell 5%, and group bookings decreased 2%.
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Managing Heritage Challenges: Champneys Eastwell Manor Balances Historical Preservation with Modern Hospitality for Commercial Success
17 September 2026🏨 Champneys Eastwell Manor, built in the 1500s in Kent, UK, has 74 bedrooms, a spa, and two restaurants. Prince Alfred lived here in the late 1800s. Managed by James McComas, the hotel faces unique challenges like maintaining lead-framed windows and dealing with unusual issues, such as a recent sinkhole. The hotel employs around 150 staff and offers exclusive events, generating about six bookings annually. Balancing diverse guest expectations remains a key focus.
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81% of Hoteliers Prioritize Employee Productivity; 49% Focus on AI Integration, Deloitte’s 2026 Research Shows
17 September 2026💻 In 2026, 81% of hoteliers prioritized increased employee productivity, and 49% prioritized AI integration, according to Deloitte. AI’s value lies in analyzing vast data efficiently, but fragmented systems hinder its effectiveness. PwC’s 2026 survey revealed companies with strong AI foundations are three times likelier to see financial returns. Thynk offers a connected commercial platform, integrating existing systems to improve data accessibility, paving the way for AI to enhance productivity and decision-making in hospitality.
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Google’s DMA Changes Lead to 30% Reduction in Free Direct Booking Clicks for European Hotels
17 September 2026📈 Google’s DMA changes have led to up to a 30% drop in free direct booking clicks for European hotels. The Broadmoor generated nearly $1 million in direct revenue over three months through systematic follow-up calls. Banyan Group acquired Newmark Hotels & Reserves, adding 26 properties across seven African countries. The UN Tourism forecast for 2026 international arrivals was cut to 1-2%. Black Friday campaigns drove 60.5% direct revenue growth in 2025, showing the importance of conversion infrastructure.
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SuperCity Aparthotels Expands Across UK with Opera Cloud PMS, Wins 2026 ‘Best Operator’ Award in Serviced Apartments
17 September 2026📺 Ryan Haynes, Director of Hoteliers’ Voice Podcast, discusses digital transformation and operational scaling in hospitality with Oracle’s David Hayward. SuperCity Aparthotels, led by Philip Houghton, won the ‘Best Operator (51-200 units)’ award at the 2026 Serviced Apartment Awards. Since 2009, SuperCity has expanded across the UK, recently adopting Opera Cloud PMS for growth. Key topics include Oracle’s insights on digital change and strategies for hotels to modernize and “future-proof” their technology.
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Martin Soler Highlights Importance of Ontology in AI Optimization for Hotel Operations
17 September 2026📊 Hotels should prepare for AI by focusing on ontology, a structured way to describe knowledge. Example: Room 407, a Deluxe King, connects to Room 408, cleaned in 31 minutes, 75 meters from linen store. This helps AI optimize operations like reducing housekeeping walk time by 18 minutes per shift. Start small by listing elements like rooms and tasks, and gather SOPs to structure data. A 40-room hotel doesn’t need extensive tracking.
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Hotels Must Prioritize AI Investment and Data Quality in Budget Planning to Enhance Direct Bookings and Profitability
17 September 2026📈 Hotel budgets are evolving due to AI, data, and digital strategies. Only 29% of tech leaders report AI-ready data, with 60% of AI projects abandoned due to poor data quality. OTA commissions, ranging from 10% to 40%, impact revenues. Cendyn serves over 35,000 clients in 150+ countries, generating $20 billion annually. Investment in AI, direct bookings, and cybersecurity is essential for sustainable growth.
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Banyan Group Acquires Majority Stake in Newmark Hotels, Expanding African Portfolio to 28 Countries
17 September 2026🌍 In 2023, Banyan Group acquired a majority stake in Newmark Hotels & Reserves, with plans for full ownership. Newmark, founded in 2007, manages 26 properties across seven African countries. This partnership expands Banyan’s reach to 130 properties in 28 countries. Africa’s tourism grew by 8% in 2025, with further growth expected in 2026. Newmark retains its brand and management, while joining Banyan’s global booking network for enhanced reach.
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Revinate’s Voice Channel Strategy at The Broadmoor Generates Nearly $1 Million in Booking Revenue Over Three Months
17 September 2026📣 Sarah Stephens of The Broadmoor Hotel in Colorado Springs reveals how personalized guest experiences through voice conversations can drive nearly $1 million in direct booking revenue over just three months. With a team of 13-15 agents, her proactive follow-ups and attention to detail enhance both luxury service and revenue. The Broadmoor prides itself as the longest-running Forbes Five-Star hotel, emphasizing memorable guest interactions that begin with a simple reservation call.
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Hotels Running Black Friday Campaigns Increased Direct Revenue by 60.5% Compared to 4.4% in Non-Campaign Hotels
17 September 2026💸 Black Friday 2026 falls on November 27. A 2025 study of 1,982 hotels showed those with website campaigns increased direct revenue by 60.5%, while others grew only 4.4%. Campaign hotels saw a 56.6% lift in booking engine conversion and a 56.3% rise in average revenue per user. Key steps: prepare tailored offers by late October, test website messaging by early November, and launch campaigns by November 18. Targeted offers convert better than blanket discounts.
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Google’s Search Changes in Europe Reduce Direct Hotel Booking Clicks by Up to 30% Amidst DMA Compliance
17 September 2026🌏 Google’s changes to search results in Europe, driven by the Digital Markets Act, have reduced free direct booking clicks for European hotels by up to 30%, impacting guest acquisition costs in 2024. The regulation promotes competition by elevating platforms like Expedia and Booking.com. Hotels must reassess their strategies, focusing on website usability, first-party data, and understanding true acquisition costs to maintain control over guest relationships and optimize channel mix. Monitoring these metrics is crucial amid evolving distribution dynamics.
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Hospitable becomes the first PMS to offer native Split Payouts between managers and owners
17 September 2026Property managers can now receive their share of each booking at the same time as their owners, from a single Vrbo or direct booking transaction, with no manual transfers or separate payment tools SAN FRANCISCO, 17 SEPTEMBER 2026 – Short-term rental operating system Hospitable today announced the launch of Split Payouts for Vrbo and direct bookings, allowing property managers to automatically split booking revenue between themselves and their owners from one single transaction. The release makes Hospitable the first property…
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AI-Driven Hyper-Personalisation in Hotels Boosts Revenue as 61% of Consumers Prefer Tailored Experiences
17 September 2026📈 Personalization is crucial for hotel success. A study found 61% of consumers spend more with tailored experiences, yet only 25% feel they receive high personalisation. AI-driven hyper-personalisation offers precise customisation, predicting guest preferences and enhancing experiences. Millennials (48%) and Gen Z (38%) value unique experiences highly. Hotels must leverage technology and guest data to improve personalisation throughout the guest journey, from booking to feedback, to boost loyalty and revenue.
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Accenture Study: 91% of Travelers Willing to Pay More for Faster, Easier Booking Experience
17 September 2026🛩 In September 2026, Accenture’s research highlights that 96% of travelers would switch brands for a faster, easier experience, and 91% are willing to pay more for convenience. Also, 94% find booking complex, with 65% using four or more platforms. Payment issues led 83% to abandon bookings. AI integration is rising, with 28% of travel companies adopting plans. 96% prefer a single system for payments and preferences, emphasizing convenience’s growing impact on brand loyalty.
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D-EDGE’s Jean-Dominique Brivet Emphasizes AI’s Role in Enhancing Hotel Distribution and Strategic Decision-Making
16 September 2026📈 Jean-Dominique Brivet, Chief Product Officer at D-EDGE, emphasizes AI’s transformative role in hotel distribution akin to the Internet’s impact. AI should enhance, not complicate, commercial decisions. D-EDGE already integrates market data, pricing, and booking systems. They offer AI-driven price recommendations based on competitor pricing and historical data. A three-step AI evolution: highlight information, suggest actions, and eventually automate. Trust is crucial; changes should be incremental, balancing human oversight with AI’s capabilities.
