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A fully automated hotel is not the future of hospitality. It is a different product category entirely and comparing the two does a disservice to both. The self checkout analogy is bit construed in my opinion. Self-checkout did not evolve retail.

As a hotel General Manager, I see the human-free hotel as an evolution in efficiency, but not a replacement for hospitality. Automation can significantly improve the guest journey by streamlining check-in, room access, payments, and routine service requests.

I have no problem with hotels using more technology. Guest apps, keyless entry and digital check-in can make things easier for guests and save my team a lot of repetitive work.But a hotel with no people involved in the guest journey is different.

Thank you, Simone, for raising a critical question about marketers’ essential role as AI reshapes the workplace. I see broader applications of this question across job functions beyond marketing.Specialization remains important in hotel marketing.

Are we over-specializing in hospitality digital marketing? The well-known idiomatic proverb “Jack of all trades, master of none" provides the answer to this question. Twenty years ago, a hospitality digital marketer could become a Jack of all trades.

LLMs are changing where value sits. In the past, deep knowledge of how to execute a specific task created an advantage. Today, I can use an LLM to understand the mechanics, explore options and complete work that once required a narrow specialist.This makes the big picture more important, not less.

As a former PT and pre-med, I can tell you confidently that 99.9% of people don’t exercise properly. So, yeah fitness definitely has a place at hotels, both for allowing people to stay active while traveling but also in teaching them how to move properly.

Is fitness over? It was never the destination. It was always about wellness, and wellness has two dimensions, not just one. Wellness is that of an individual's mind, body, spirit, soul. Sustainability is wellness of a people, a place, and the planet.

An important aspect to consider is that people vary widely in their interest level when it comes to fitness. While physical movement is a fundamental part of well-being, not everyone is interested in making strides in fitness or recreational activities.

The booking itself isn't the important part—it's the fact that it can be fully tracked from an AI conversation to a completed reservation.Right now, AI advertising generates very little volume, but every new channel starts small.Hotel metasearch followed a similar path before becoming a major source of direct bookings.AI could go even further because it helps travellers discover hotels, not just compare prices.Instead of searching, clicking and comparing multiple websites, people may eventually book through one conversation.If that happens, AI will become both a discovery tool and a booking channel.Hotels will need to make their prices, availability and hotel information easy for AI to understand.It's too early to draw conclusions from one booking, but it's an interesting sign of where hotel distribution could be heading.The real milestone isn't the ROAS—it's proving that an AI conversation can lead directly to a measurable booking.

The initial response—cool! How gratifying to witness this given all your years in this space. I was at Google last week hearing firsthand how digital advertising is evolving in this new search era.By comparison, Metasearch aggregated rates and redirected intent.

Booking.com just recently shared that only 1% of their revenue is presently generated via AI traffic. Doesn't seem like much, and at first glance this low figure seems to corroborate the view that AI is primarily a top- and mid-funnel channel.