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The end of the hyperlink economy may very well also mean the end of Google domination. Owning 92% of online searches worldwide, Google has long been in a quasi-monopoly situation, but this is shifting quickly, as people are catching on the ease of using LLM for search purposes: ChatGPT, Perplexity, Claude, Mistral, Deepseek...

The Fundamentals Stay the Same Discovery may shift from hyperlinks to AI answers, but advertising still rests on the basics: segmentation, targeting, positioning, and brand building. These don"t vanish when the funnel compresses — they adapt.

The investment won't be any less; maybe more. The search landscape, whatever its form, will inevitably migrate back to Google, a shift that the introduction of Gemini inside the browser will only accelerate. If the OTA model is truly sidelined, Google may look to take a significant portion of that revenue stream for itself.

If the real question is about skills, mindset, and capabilities, then here's my take: Skills: a Revenue Manager today must think strategically, not just tactically. Revenue management is about defining where the business should go in terms of product and revenue in the next 3–5 years.

A broader skill set — especially in marketing — is becoming increasingly beneficial. Since specialized tasks can now be handled perfectly by AI, commercial roles are moving closer together. This shift makes broad, cross-functional skills more important than ever.

The Revenue Manager we need today looks very different from the one many hotels still have in place. The role can no longer be defined by Excel spreadsheets and static reports. The markets move too fast, the data is too complex, and the opportunities are too big to leave in the hands of manual processes.

When it comes to where our Distribution landscape is headed - it's not even a question. Of course uniting our efforts is the only way to go. Otherwise we'll lose another OTA battle. But there's much more to the world of AI functionalities, it has its tenticles in every part of our tech ecosystem, not distribution alone.

I think we are in danger of running before we can walk here. MCP is Anthropic’s pitch for an open standard to let "agentic AI" bots built on next-word LLMs share data, for example, an OpenAI bot talking to a Gemini bot. Unless you are Marriott or Hilton with hundreds of in-house developers, or a big OTA like Expedia or Booking.com, this really isn’t something you need to worry about.

You could establish your own protocols instead of MCP, A2A, or other widely endorsed standards for agentic interactions. But that would be like creating your own version of HTTP. Not a great idea. The good news is I don't think companies feel the need to change that basic agent-friendly plumbing.

The decisive skill I feel separates a great GM is "managing the balanced scorecard" - enlivening employee engagement, amplifying the guest experience, and ensuring financial stability. Too often, the General Manager confuses what is truly important and relevant to the hospitality business.

For me, the role of a luxury hotel GM is first and foremost that of a balancing act. Depending on the context, whether corporate or private ownership, the GM must be able to adapt and understand stakeholders' expectations. They must be able to deal with ambiguity and create added value.

Strategic foresight distinguishes outstanding luxury hotel general managers from their peers. Empathy empowers a general manager (GM) to understand and anticipate the diverse needs of guests, staff, owners, and partners. In luxury hospitality, emotional connections are crucial; guests often remember how they felt during their stay far more than the details of their accommodations.

It was inevitable that we would move to conversational AI and on-demand UI. The writing was on the wall years ago. Hotels will be caught off guard as OTA AI agents beat them without mercy at the pricing game. It’s time to build a defensive tool.

We will still need beautifully designed websites and flows — but more as validation layers and brand showcases than as discovery engines. OTAs and suppliers will increasingly serve as structured data ecosystems rather than pure UX-driven platforms.

Are we moving to a future - interesting... Though, you remove glossy images and brand (the websites of today), don't we just return to the flat green text screens of travel agents past, but this time operated by AI? Where description and detail was the important asset to capture interest and convert the booking?