News

Attribution Is Breaking Completely, Lodging Conference: Conversions Over Builds and AI in Distribution, What Are Your Top Priorities for Stability and Risk?

Thursday brought Martin Soler on AI zero-click search and eroding tracking infrastructure making it impossible to trace the path from guest discovery to booking, Wayne West III on Lodging Conference optimism for 2027 with conversions preferred over new builds and AI a growing distribution concern, and a World Panel viewpoint on top priorities for stability and risk management heading into 2027. Duetto's 930-property B&B Hotels win, Raffles Red Sea opening, and six property announcements rounded out the session.

Simone Puorto: Choosing Humans May Redefine Luxury, Xavier Mufraggi of Generator Plans to Double by 2030, Agentic Protocols Mapped to 100+ Use Cases

Wednesday brought Simone Puorto proposing technocentric, hybrid, and anthropocentric hotel models where choosing human staff over machines becomes a genuine luxury signal, Xavier Mufraggi of Generator on affordable lifestyle hospitality and doubling the portfolio to 30-40 cities by 2030, and the AI Hospitality Alliance mapping agentic protocols to 100-plus hospitality use cases with a free workbook. Milan ADR near all-time high, WTTC's €2B Malta commitment, and 12 property announcements rounded out the session.