Opinion

The Great Tech Reset: Agentic AI and the Coming Rebalance of Power in Hospitality

The hospitality industry stands on the precipice of its most profound disruption since the internet. It’s an existential shift, driven by Agentic AI, and it threatens to dismantle the decades-old power structure of hotel distribution. For years, hot...

Mark Fancourt
Mark Fancourt
Co-Founder at TRAVHOTECH
TRAVHOTECH
More in this category
Sales & Marketing
More in this category
Online Travel Agencies (OTA)
More in this category
Chatbots, Robotics & AI
More like this
Mark Fancourt
by Mark Fancourt
1 October 2025TRAVHOTECHOnline Travel Agencies (OTA)
TRAVHOTECH
No, Booking Won’t Be the Plumbing for OpenAI’s Agents
Opinion

No, Booking Won’t Be the Plumbing for OpenAI’s Agents

The hype cycle on AI agents keeps going. The Financial Times tells us that the “rise of AI shopping agents” is set to transform e-commerce. OpenAI even renamed its Operator system simply “Agent,” making the pitch clear: AI will browse and buy on our...

Martin Soler
Martin Soler
Partner at Soler & Associates
Soler & Associates
More in this category
Online Travel Agencies (OTA)
More in this category
Digital Marketing
More in this category
Innovation
More in this category
Chatbots, Robotics & AI
More like this
Martin Soler
by Martin Soler
18 September 2025Soler & AssociatesOnline Travel Agencies (OTA)
No, Booking Won’t Be the Plumbing for OpenAI’s Agents
Europe’s underappreciated superpower
Opinion

Europe’s underappreciated superpower

While Europe’s policymakers and opinion leaders obsess over semiconductors and clean tech, another economic engine is humming along with far less fanfare – and far greater local impact. In its forecast for the five-year period from 2024 to 2029, Oxf...

Peter Lochbihler
Peter Lochbihler
Global Director Public Affairs, Booking.com
Booking.com
More in this category
Online Travel Agencies (OTA)
More in this category
Markets & Performance
More in this category
Innovation
More in this category
National & International Policy
More like this
Peter Lochbihler
by Peter Lochbihler
18 September 2025Booking.comOnline Travel Agencies (OTA)
Europe’s underappreciated superpower
EU’s code of conduct for online ratings endorsed by Booking.com
Opinion

EU’s code of conduct for online ratings endorsed by Booking.com

At Booking.com, we welcome the launch of the Code of Conduct for Online Ratings and Reviews for Tourism Accommodation, presented by Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas.

Peter Lochbihler
Peter Lochbihler
Global Director Public Affairs, Booking.com
Booking.com
More in this category
Reputation Management
More in this category
Online Travel Agencies (OTA)
More in this category
Lodging Industry
More in this category
National & International Policy
More like this
Peter Lochbihler
by Peter Lochbihler
15 September 2025Booking.comOnline Travel Agencies (OTA)
EU’s code of conduct for online ratings endorsed by Booking.com
When it Comes to Identity Verification, Vacation Rental Platforms Need a Timely Solution to an Age-Old Problem
Opinion

When it Comes to Identity Verification, Vacation Rental Platforms Need a Timely Solution to an Age-Old Problem

Vacation rental platforms have transformed how people travel, offering convenient and flexible alternatives to hotels. But using these platforms comes with risks for both renters and hosts. Specifically, this sector faces significant security and tr...

Kaarel Kotkas
Kaarel Kotkas
CEO & Founder, Veriff
veriff
More in this category
Safety & Security
More in this category
Online Travel Agencies (OTA)
More in this category
Vacation Rentals
More like this
Kaarel Kotkas
by Kaarel Kotkas
8 September 2025veriffOnline Travel Agencies (OTA)
When it Comes to Identity Verification, Vacation Rental Platforms Need a Timely Solution to an Age-Old Problem
How Much Should Hoteliers Be Spending on Marketing?
Opinion

How Much Should Hoteliers Be Spending on Marketing?

With the 2026 budgeting season around the corner, the question of marketing investment has once again become front and centre. In a recent Hospitality Net Viewpoint, Max Starkov set the stage by highlighting a striking imbalance: while U.S. hotels t...

Henri Roelings
Henri Roelings
Founder, Hospitality Net
Hospitality Net
More in this category
Sales & Marketing
More in this category
Online Travel Agencies (OTA)
More like this
Henri Roelings
by Henri Roelings
19 August 2025Hospitality NetOnline Travel Agencies (OTA)
How Much Should Hoteliers Be Spending on Marketing?
ChatGPT Booked My Hotel While I Made My Coffee
Opinion

ChatGPT Booked My Hotel While I Made My Coffee

Earlier this morning, a hotel reservation was made under my name. But to be accurate, I didn’t make it. It was executed on my behalf by the recently launched ChatGPT agent, an autonomous AI system capable of parsing ambiguous input, retaining contex...

Simone Puorto
Simone Puorto
Head of Emerging Trends and Strategic Innovation, Hospitality Net
Hospitality Net
More in this category
Online Travel Agencies (OTA)
More in this category
Digital Marketing
More in this category
Chatbots, Robotics & AI
More like this
Simone Puorto
by Simone Puorto
25 July 2025Hospitality NetOnline Travel Agencies (OTA)
ChatGPT Booked My Hotel While I Made My Coffee
The Five Stages of Rate Parity Acceptance
Opinion

The Five Stages of Rate Parity Acceptance

Rate parity is an evergreen topic. I wrote an article on rate parity for hotels in 2023, and all the way back in 2015. It’s an issue that seems to stir up a lot of concern at the asset management and property levels. Even as I write this, there are ...

Vikram Singh
Vikram Singh
Global Hospitality & Travel Strategist
Vikram Singh
More in this category
Revenue Management
More in this category
Online Travel Agencies (OTA)
More like this
Vikram Singh
by Vikram Singh
18 July 2025Vikram SinghOnline Travel Agencies (OTA)
The Five Stages of Rate Parity Acceptance
Opinion

Booking.Yeehaw! Riding the Booking.com Ranking Reshuffle Rodeo

The guest review score is a critical KPI for accommodation providers, influencing everything from OTA visibility to guest trust. So when Booking.com announced a major update to how these scores are calculated, the hospitality industry understandably...

Sarah Came
Sarah Came
Copywriter and Digital Marketing Specialist, GuestRevu
GuestRevu
More in this category
Reputation Management
More in this category
Online Travel Agencies (OTA)
More in this category
Digital Marketing
More in this category
Guest Experience
More like this
Sarah Came
by Sarah Came
10 July 2025GuestRevuOnline Travel Agencies (OTA)
GuestRevu
Airline NDC and travel bidding: The new era of airline distribution
Opinion

Airline NDC and travel bidding: The new era of airline distribution

Airlines face a challenge: they struggle to make a profit and please diverse passenger groups at the same time. Traditional ticket sales work well for basic flights, but fail at upselling upgrades, meals, or eco-options, because legacy systems weren...

Ivan Verkalets
Ivan Verkalets
СTO & Co-Founder at COAX
COAX
More in this category
Environment & Sustainability
More in this category
Travel Technology
More in this category
Business Travel
More in this category
Online Travel Agencies (OTA)
More like this
Ivan Verkalets
by Ivan Verkalets
7 July 2025COAXOnline Travel Agencies (OTA)
Airline NDC and travel bidding: The new era of airline distribution