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Monday opened with hospitality.today on OTAs and AI agents capturing upsell margin using guest data before hotels communicate, Pertlink's framework for moving AI cost from hours-saved to named P&L lines, and Les Roches on how Madrid's F1 debut drew 350,000 fans but hit only 70% occupancy due to wholesale allotments blocking revenue. Minor Hotels' Life Longevity brand launch, Marriott's eight-hotel Netherlands deal, and eight property openings rounded out the session.
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