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Google Is Now Selling Placement Inside the AI Answer, the DMA Already Let Hotels Undercut OTAs and Most Don't Know It, Hilton Tops Brand Value at $19.2B

Monday opened with hospitality.today's report that Google is selling sponsored placements inside AI-generated travel recommendations with IHG as the first invitation-only hotel partner, a second piece revealing that the DMA forced Booking.com to drop rate parity clauses in December 2024 giving hotels the right to undercut OTA rates, and Brand Finance putting Hilton's brand value at $19.2 billion. Agentic governance as HITEC's big theme, Booking Holdings' failed connected trip vision, and a bumper properties day from Venice to Zanzibar rounded out the session.