Your hotel has an AI rank. Do you know what it is?
Lighthouse launches Connect AI 2.0 to help hotels rank in ChatGPT searches and compete with OTAs for direct bookings through AI platforms.
By Adam Swart, VP of Content Operations, Lighthouse
Explainer Articles
The independent hotelier's guide to AI visibility in 2026
The guide explains how independent hotels can leverage AI search growth while 53% of travelers trust AI suggestions but 66% won't let it book directly.
By Femke Nollet, Content Specialist, Lighthouse
What does it actually take to get your hotel on ChatGPT?
Connect AI enables hotels to appear in ChatGPT search results with direct booking links, bypassing OTA commissions through automated data structuring.
By Paige Lopez, Content marketer, Lighthouse
The independent hotelier's playbook for reducing OTA commission
The guide provides tactical strategies for independent hotels to reduce OTA costs through better negotiation, promotional program evaluation, and direct booking optimization.
By Paige Lopez, Content marketer, Lighthouse
Hotel business intelligence in 2026: From passive reporting to AI-driven decision making
Hotels in 2026 will shift from manual report-building to AI systems that automatically analyze PMS data and deliver actionable recommendations in plain language.
By Jonathan Gough, Content Team Lead, Lighthouse
The 2026 World Cup won’t deliver demand the way hotels expected. Here’s how to respond.
Hotel bookings for the 2026 World Cup are tracking closer to normal levels, forcing properties to shift from static forecasting to real-time demand response strategies.
By Nicola Graham, Chief Marketing Officer, Cendyn™
Design for Presence: Socio-Cognitive Mindfulness in Guest Experience
Research reveals that guests' mental presence during their stay significantly impacts satisfaction and loyalty, suggesting hotels should design experiences that encourage mindful engagement.
By Valentina Clergue and Yasemin Oruc
Boutique Hotels Defined: Unique Experiences & Differences
The $26.7 billion boutique hotel market is projected to reach $40 billion by 2030, driven by travelers seeking authentic, personalized experiences over standardized chain offerings.
By Emma Näpänkangas, M.Sc. Student in Hospitality Management, EHL
Invisible Technologies: The Hidden Element of Smart Hospitality
The article explores how AI, IoT and automation work behind the scenes to create seamless guest experiences while keeping technology invisible to users.
By Tatyana Tsukanova, Assistant Professor, EHL
Hotel ARI: What it is and what it reveals about performance
The guide explains how to calculate ARI by dividing your ADR by your competitive set's ADR, with luxury hotels typically targeting 110-120 and volume properties aiming for 95-100.
By Jonathan Gough, Content Team Lead, Lighthouse
How to take over hotel revenue management without inheriting someone else's mistakes
The guide offers 10 actionable steps for new revenue managers to audit inherited pricing strategies, competitive positioning, and demand patterns before making changes.
By Joe Hanly, Writer and Content Creator, Lighthouse
The Strategic Value of Industry Awards Across the Business Lifecycle
The analysis examines how industry awards like Michelin stars provide different strategic value at various business stages, from early-stage visibility to potential creative constraints for established operators.
By Margarita Cruz, Associate Professor of Corporate Strategy and Entrepreneurship EHL Hospitality Business, EHL
What is a rate plan audit and how do I perform one?
The article explains how hotels can systematically review their rate plans to identify expired accounts, underperforming contracts, and pricing gaps that cost revenue.
By Daniel Foreman, Commercial Strategist, Lighthouse
The rise of "bleisure" travel and what it means for your hotel website
The article provides strategies for hotels to capture the growing bleisure market through website optimization, flexible amenities, and AI-driven personalization.
By Paige Lopez, Content marketer, Lighthouse
WIL 2026 Insights: What AI Cannot Lead – Human-Centered Leadership
EHL event brought together students and executives to explore which leadership qualities must remain human as AI advances in hospitality.
By Dr. Sowon Kim, Associate Professor, EHL
Smart contracting: Building better base business
The article explains how hoteliers can build recurring guest relationships through targeted sales efforts with demand drivers like airports, military bases, and construction projects.
By Daniel Foreman, Commercial Strategist, Lighthouse
Hotel rate shopping: Why real-time, live data beats a scheduled shop every time
Lighthouse Pricing argues that real-time rate shopping data gives hotels a competitive advantage over traditional scheduled data collection methods that can be hours behind market changes.
By Jonathan Gough, Content Team Lead, Lighthouse
How to price your hotel for the World Cup: Winning revenue in a volatile market
Lighthouse data shows 12 of 16 World Cup host cities have hit new low points for group-stage pricing as markets test where premiums will hold.
By Joe Hanly, Writer and Content Creator, Lighthouse
Why events like Harry Styles' tour demand a smarter direct channel strategy for your hotel
Using Taylor Swift and Harry Styles concert data, the article shows how hotels can capture event-driven travelers through targeted direct booking campaigns and personalized website experiences.
By Paige Lopez, Content marketer, Lighthouse
How AI is reshaping the direct channel opportunity for hotel marketers
AI-powered personalization tools now enable hotel marketers to create targeted website campaigns in seconds rather than days, addressing the execution gap that prevented teams from capitalizing on direct booking opportunities.
By Paige Lopez, Content marketer, Lighthouse