Opinion

Decoding AI’s Impact on the Changing Guest Journey

The traditional guest journey, a straightforward path from dreaming and discovery to conversion and experience, is being fundamentally reshaped by AI. Large Language Models (LLMs) are creating a new, non-linear journeys by delivering multimodal, per...

Benu Aggarwal
Benu Aggarwal
Founder and President, Milestone Inc.
Milestone Inc.
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Search Marketing
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Digital Marketing
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Chatbots, Robotics & AI
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Benu Aggarwal
by Benu Aggarwal
10 September 2025Milestone Inc.Search Marketing
Milestone Inc.
How Hotels Can Win in the AI-Powered Discovery Era: SEO, Reviews & Authenticity
Opinion

How Hotels Can Win in the AI-Powered Discovery Era: SEO, Reviews & Authenticity

Reviews may serve as the new “trust badge” distinguishing genuine guest experiences from SEO-driven marketing noise. AI-powered hotel discovery is reshaping the way travelers search, evaluate, and ultimately book accommodations. Due to generative AI...

Jessica Kurtz
Jessica Kurtz
Global Product Ambassador at Reviewpro Reputation
Shiji
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Sales & Marketing
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Reputation Management
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Chatbots, Robotics & AI
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Jessica Kurtz
by Jessica Kurtz
3 September 2025ShijiSearch Marketing
How Hotels Can Win in the AI-Powered Discovery Era: SEO, Reviews & Authenticity
How to Sell Hotel Group Experiences That AI Can’t Ignore
Opinion

How to Sell Hotel Group Experiences That AI Can’t Ignore

If you’re in hotel group sales, you might be asking yourself: “Why isn’t my outreach working anymore? Cold calls are ignored, email responses are dwindling, and even when planners visit our website, they don’t convert. How do we make sure AI and rea...

Susan Tucker
Susan Tucker
Partner & COO, The Lure Agency
Lure Agency
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Sales & Marketing
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Susan Tucker
by Susan Tucker
27 August 2025Lure AgencySearch Marketing
How to Sell Hotel Group Experiences That AI Can’t Ignore
If Hotel Website Sales Only Grow When You Run Ads, Something’s Missing
Opinion

If Hotel Website Sales Only Grow When You Run Ads, Something’s Missing

Many hotel managers today aim to shift more bookings to their website — and rightly so. But in practice, website sales often come in short-lived spikes, driven almost entirely by paid campaigns. When ads are the only traffic source, the website beco...

Anna Belash
Anna Belash
Chief Marketing Officer at Exely
Exely
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Revenue Management
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Search Marketing
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Digital Marketing
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Anna Belash
by Anna Belash
27 August 2025ExelySearch Marketing
If Hotel Website Sales Only Grow When You Run Ads, Something’s Missing
How to EEAT a Bigger Slice of Direct Bookings in the Age of AI
Opinion

How to EEAT a Bigger Slice of Direct Bookings in the Age of AI

Generative AI is changing how information is surfaced online, reshaping the way travellers search, plan, and book. For independent hotels, this introduces a new layer of algorithmic competition with OTAs and global chains.

Filipe Machaz
Filipe Machaz
GuestCentric Co-Founder & VP of North America Operations
GuestCentric Systems
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Sales & Marketing
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Boutique & Lifestyle
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Filipe Machaz
by Filipe Machaz
22 August 2025GuestCentric SystemsSearch Marketing
How to EEAT a Bigger Slice of Direct Bookings in the Age of AI
Reviews and the promise of AI SEO ranking
Opinion

Reviews and the promise of AI SEO ranking

We’re still in the early days of figuring out how generative AI, LLMs, and search engines are index hotels. Everyone has their theories, and I’m sure thousands of actual SEO experts are running experiments as we speak. But one area where I’m increas...

Martin Soler
Martin Soler
Partner at Soler & Associates
Soler & Associates
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Reputation Management
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Chatbots, Robotics & AI
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Guest Experience
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Martin Soler
by Martin Soler
21 August 2025Soler & AssociatesSearch Marketing
Reviews and the promise of AI SEO ranking
The Internet is Quietly Adopting the Ad Tech Playbook — Without the Ads
Opinion

The Internet is Quietly Adopting the Ad Tech Playbook — Without the Ads

As AI revolutionizes how people plan and book travel online, the algorithms determining which content surfaces in AI-generated summaries are beginning to mirror the dynamics of digital advertising. This shift, however, will lead to a future where ad...

Nick Slavin
Nick Slavin
CEO and Co-Founder at Curacity
Curacity
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Search Marketing
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Nick Slavin
by Nick Slavin
29 July 2025CuracitySearch Marketing
The Internet is Quietly Adopting the Ad Tech Playbook — Without the Ads