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

Partner at Soler & Associates

Soler & Associates

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Online Travel Agencies (OTA)

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Digital Marketing

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Innovation

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Chatbots, Robotics & AI

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Opinion

To create real value, think like a guest.

Let’s talk about revenue management.

Thomas McDermott

CMO at Tambourine

Tambourine

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Revenue Management

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Lodging Industry

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Digital Marketing

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Market Segments

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Opinion

AI Max, Ads in AI Overviews and the End of the Hyperlink Economy: Hotel Marketing in the Post-Search Age

For thirty years, the web has been a system of exits, a labyrinth of blue underlined doors pointing outward, each page no more than a step toward another place. With the global launch of AI Max for Search and, more generally, “Ads in AI Overviews” (...

Simone Puorto

Head of Emerging Trends and Strategic Innovation, Hospitality Net

Hospitality Net

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Sales & Marketing

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Digital Marketing

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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

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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Opinion

How hoteliers can create connections that drive revenue in an AI-driven world

Thanks to GenAI tools such as ChatGPT and Gemini, building a travel itinerary is easier than ever. Rather than spending hours on research, a potential traveler can type in a few prompts, say, planning an Italian vacation focused on the best restaura...

Noreen Henry

Chief Revenue Officer, Sojern, HSMAI Foundation Board Member

Sojern

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Travel Technology

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Email marketing

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Digital Marketing

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Chatbots, Robotics & AI

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Opinion

Agentic Hotel Distribution: Ride the AI Wave or Wipe Out—the Choice is Yours

The future of hotel distribution is not a mystery. It will either be owned by OTAs or owned by protocols. The choices hotel operators make today—from every global brand to independent inns and three-room B&Bs—will determine whether their businesses ...

Brad Brewer

Chief AI Offcer

Agentic Hospitality

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Digital Marketing

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Chatbots, Robotics & AI

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Opinion

As Colossus Falls, So Falls the Brand

For centuries, Colossus has embodied the fragility of empires erected upon symbols, those immense figures that appear eternal until a single fracture reveals their emptiness. Nero’s bronze giant once loomed beside the Flavian Amphitheater, so imposi...

Simone Puorto

Head of Emerging Trends and Strategic Innovation, Hospitality Net

Hospitality Net

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Sales & Marketing

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Digital Marketing

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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

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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Opinion

From Room Distinctions to Revenue Engines: Rethinking Hotel Sales for the AI-First Era

The hotel industry’s love of tradition has quietly become a silent killer of revenue. Room categorization was never questioned in the past, not because it was perfect, but because technology made alternatives impossible. What once passed as ‘best pr...

Markus Mueller

co-founder of GauVendi

GauVendi

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Property Technology

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Revenue Management

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Digital Marketing

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Innovation

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Opinion

AI Isn’t Making All Hotel Websites Obsolete – Just Most of Them

Chain hotel websites are at risk. Tools like ChatGPT and Google Gemini can now summarize accommodation options instantly, bypassing brand.com sites in favor of fast, direct answers and eliminating the need for potential guests to click through a doz...

Nick Papa

Communications Lead

Curacity

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Digital Marketing

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Chatbots, Robotics & AI

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Opinion Articles — Digital Marketing

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

To create real value, think like a guest.

AI Max, Ads in AI Overviews and the End of the Hyperlink Economy: Hotel Marketing in the Post-Search Age

Decoding AI’s Impact on the Changing Guest Journey

How hoteliers can create connections that drive revenue in an AI-driven world

Agentic Hotel Distribution: Ride the AI Wave or Wipe Out—the Choice is Yours

As Colossus Falls, So Falls the Brand

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

From Room Distinctions to Revenue Engines: Rethinking Hotel Sales for the AI-First Era

AI Isn’t Making All Hotel Websites Obsolete – Just Most of Them

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