10 Ways Hotels Can Increase Direct Bookings in 2026
Opinion

10 Ways Hotels Can Increase Direct Bookings in 2026

Today’s travellers expect to move fluidly between inspiration, research, and booking. They might discover a hotel on social media, validate it using AI tools or OTAs, and then book directly when the experience feels clear, valuable, and easy.

Filipe Machaz
Filipe Machaz
GuestCentric Co-Founder & VP of North America Operations
GuestCentric Systems
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Filipe Machaz
by Filipe Machaz
30 January 2026GuestCentric SystemsSales & Marketing
10 Ways Hotels Can Increase Direct Bookings in 2026
Opinion

Does Our Cultural Type Define What Kind of Wellness We Want & Appreciate?

The Cultural Dimensions of Behaviour model from R.D. Lewis is a very inspirational observation. It is widely accepted that different cultures on the linear-active - multi-active - reactive triangle have a significant impact on our lifestyles, prefer...

Laszlo Puczko
Laszlo Puczko
CEO & Co-Founder of Health Tourism Worldwide
Health Tourism Worldwide
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Wellness and well-being
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Laszlo Puczko
by Laszlo Puczko
30 January 2026Health Tourism WorldwideSales & Marketing
Health Tourism Worldwide
AI Platforms are Coming for Booking’s Cake
Opinion

AI Platforms are Coming for Booking’s Cake

It’s been the recent talk of the industry. We’ve been sensing it for a while, and now it’s getting clearer: AI is slowly but surely disrupting online travel discovery, search and possibly booking. Markus Busch recently broke this down in one of the ...

Martin Soler
Martin Soler
Partner at Soler & Associates
Soler & Associates
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Online Travel Agencies (OTA)
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Innovation
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Chatbots, Robotics & AI
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Martin Soler
by Martin Soler
29 January 2026Soler & AssociatesSales & Marketing
AI Platforms are Coming for Booking’s Cake
Opinion

Turning demand into delight: Hospitality’s big shifts in 2026

Many of us will have been in meetings over the past few weeks, analyzing the year just gone and considering what could be done differently in 2026. How can can successes be enhanced and lessons learned from our failures? Such events are a chance to ...

Paul Wilson
Paul Wilson
Vice President, Asia Pacific, Amadeus Hospitality
Amadeus
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Revenue Management
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Paul Wilson
by Paul Wilson
29 January 2026AmadeusSales & Marketing
Amadeus Hospitality
Opinion

2026 is the year of the brand evolution

In 2025, hospitality experienced its first true channel shift in consumer behavior since the introduction of smartphones. AI-driven booking channels and large language models (LLMs) moved from experimentation to influence, reshaping how travelers di...

Luke Markesky
Luke Markesky
Vice President Ecommerce at Cendyn
Cendyn™
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Brand Marketing
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Luke Markesky
by Luke Markesky
28 January 2026Cendyn™Sales & Marketing
Cendyn™
Opinion

Luxury Resort Marketing’s Most Expensive Miscalculation

Luxury resorts do not suffer from a lack of marketing sophistication. Many operate with advanced technology stacks, experienced teams, and more data than at any point in their history.

Andrew Paul
Andrew Paul
Managing Director, Americas Great Resorts
Americas Great Resorts
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Email marketing
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Luxury Travel
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Andrew Paul
by Andrew Paul
27 January 2026Americas Great ResortsSales & Marketing
Americas Great Resorts
Cluster-Based Insights to Improve Hotel Direct Bookings
Opinion

Cluster-Based Insights to Improve Hotel Direct Bookings

Conversion is one of the most important drivers of hotel performance, yet also one of the least understood. In the hotel context, conversion rate reflects the share of potential guests who move from browsing to actually completing a reservation. Alt...

Cindy Heo
Cindy Heo
Associate Professor of revenue management at EHL Hospitality Business School
EHL
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Lodging Industry
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Finance & Accounting
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Cindy Heo
by Cindy Heo and Luciano Viverit
26 January 2026EHLSales & Marketing
Cluster-Based Insights to Improve Hotel Direct Bookings
Opinion

Evergreen Content and the Long-Term ROI of Hotel Marketing

In hospitality marketing, it’s easy to get caught in a cycle of constant campaigns. You have seasonal promotions, last-minute offers, and time-sensitive announcements that disappear as quickly as they launch. While these efforts play an important ro...

Debbie Miller
Debbie Miller
Digital Marketing and Communications Professional and member of Cayuga Hospitality Consultants.
Cayuga Hospitality Consultants
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Sales & Marketing
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Content Marketing
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Debbie Miller
by Debbie Miller
22 January 2026Cayuga Hospitality ConsultantsSales & Marketing
Cayuga Hospitality Consultants