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Opinion

How AI-Driven Search, Connected Media, and Real-Time Intelligence Will Drive Direct Bookings in 2026

The hospitality customer journey has become more fragmented and compressed than ever before. Travelers now move fluidly between search engines, AI-powered answers, metasearch platforms, social channels, video, and review sites before making a bookin...

Dhannesh Balaji
Dhannesh Balaji
Solutions Architect
Milestone Inc.
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Search Marketing
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Digital Marketing
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Advertising
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Dhannesh Balaji
by Dhannesh Balaji
12 January 2026Milestone Inc.Search Marketing
Milestone Inc.
Opinion

Moving Past ROAS as Marketing KPI

For years, Return on Ad Spend (ROAS) has been treated as the gold standard for evaluating hotel marketing performance. But as traveler behavior evolves and the planning journey becomes longer and more complex, it’s clear that ROAS no longer tells th...

Stephanie Sparks Smith
Stephanie Sparks Smith
CEO & Digital Matriarch, Cogwheel Marketing
Cogwheel Marketing & Analytics
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Sales & Marketing
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Stephanie Sparks Smith
by Stephanie Sparks Smith
12 January 2026Cogwheel Marketing & AnalyticsSales & Marketing
Cogwheel Marketing & Analytics
Opinion

Why 2026 Will Force a Redesign of Pay, Incentives, and Performance Expectations

Compensation has always been a sensitive topic in hospitality, but it has become a strategic inflection point. Wage inflation, shifting employee expectations, increased competition from other service industries, and new pay transparency regulations ...

Matt Peterson
Matt Peterson
Managing Director at AETHOS Consulting Group
AETHOS Consulting Group
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Compensation
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Matt Peterson
by Matt Peterson
12 January 2026AETHOS Consulting GroupCompensation
AETHOS Consulting Group
Opinion

How hoteliers can capitalise on the potential of AI

Hoteliers are telling us they are surrounded by tech-savvy guests, with many regularly turning to generative AI (GenAI) for recommendations on where to visit, stay, or eat. It can be exciting for travellers to discover hidden gems in cities they wou...

Mike Rogers
Mike Rogers
Chief Data Officer, SiteMinder
SiteMinder
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Innovation
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Chatbots, Robotics & AI
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Mike Rogers
by Mike Rogers
12 January 2026SiteMinderInnovation
SiteMinder
The New Standard of Pickup Analysis: Year-Round Clarity in a Single View
Opinion

The New Standard of Pickup Analysis: Year-Round Clarity in a Single View

Every Monday morning, revenue managers typically open five tabs: a legacy RMS, a spreadsheet with last week’s pickup, an OTA dashboard, a STR report, and their inbox. Then comes the data collection to analyse: What changed? Where is demand shifting?...

Samuel Johnson
Samuel Johnson
Director of Operations & Customer Success, LodgIQ
LodgIQ™
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Property Technology
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Revenue Management
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Lodging Industry
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Samuel Johnson
by Samuel Johnson
12 January 2026LodgIQ™Property Technology
The New Standard of Pickup Analysis: Year-Round Clarity in a Single View
Regenerative Tourism as a Step Beyond Hotel Sustainability for True Profitability
Opinion

Regenerative Tourism as a Step Beyond Hotel Sustainability for True Profitability

Sustainability is important for hotels. It helps in the fight against climate change, especially with travel being cited as a prominent contributor. It can help save on opex through reduced energy consumption, recycling or food waste efficiency prog...

Adam Mogelonsky
Adam Mogelonsky
Partner at Hotel Mogel Consulting Ltd.
Hotel Mogel Consulting Limited
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Environment & Sustainability
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Lodging Industry
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Adam Mogelonsky
by Adam Mogelonsky and Larry Mogelonsky
12 January 2026Hotel Mogel Consulting LimitedEnvironment & Sustainability
Regenerative Tourism as a Step Beyond Hotel Sustainability for True Profitability
Social Engineering at the Front Desk: A Growing Threat for Hotels
Opinion

Social Engineering at the Front Desk: A Growing Threat for Hotels

Every day, hotel front desk staff welcome new guests and collect their personal identifiable information (PII), such as names, addresses, emails, credit card numbers, and even passport data. This trove of data makes hotels attractive targets for cyb...

Suzie Squier
Suzie Squier
President of the Retail & Hospitality ISAC (RH-ISAC)
Retail & Hospitality ISAC
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Safety & Security
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Suzie Squier
by Suzie Squier
12 January 2026Retail & Hospitality ISACSafety & Security
Social Engineering at the Front Desk: A Growing Threat for Hotels