The Most Valuable Room in Your Hotel Doesn’t Have a Bed
A hotel executive's insight reframes how hoteliers should think about non-room spaces as untapped revenue drivers.
Opinion Articles
Beyond Tokenomics: The Threat of the Invisible Hotel
The author argues that AI citation share, not just AI query costs, is the next major distribution battleground, with data showing visibility concentrating among a small group of hotel brands across AI platforms.
By Patrick Burkhardt, Senior Director, Sales, Curacity
Five new operating system features that change day-to-day work
Mews announced five new native features at Unfold 2026 in Amsterdam: guest messaging, workflow automations, BI dashboards, integrated RMS, and accounting, all sharing one data model and UI.
One Hotel in Your Market Already Owns the AI Answer
AI platforms now resolve hotel recommendations to a single dominant name per market, creating a winner-take-most dynamic that bypasses traditional attribution tools entirely.
By Andrew Paul, Managing Director, Americas Great Resorts
How AI builds a predictive operational backbone for hotels: Front desk, housekeeping, and maintenance
An explainer on how AI co-pilots, dynamic housekeeping routing, and IoT-based predictive maintenance can shift hotel operations from reactive firefighting to proactive service delivery.
By Alan Young, VP, Strategy | Hospitality, Infor
There Is No Single AI Ranking for Your Hotel
ChatGPT's top hotel recommendation changes 45% of the time when the same question is asked twice, with only 60% of named hotels reappearing, challenging how hotels approach AI visibility strategy.
By Lynn Patchett, Founder & Head of Marketing, Kollective
Why Hotel Operational Agility Is Becoming Hospitality’s Greatest Competitive Advantage
A hospitality leader argues that operational agility, driven by integrated technology and cross-functional alignment, is now a core competitive advantage as travel demand shifts faster than traditional planning cycles.
The Mapmaker's Paradox
A narrative essay argues that AI-driven recommendations are becoming the internet's new organizing principle, shifting value from clicks and search to trusted, curated guidance.
By Arlo Laitin, Chief Business Officer, Curacity
Beyond Installation: Why Remote Management and Field Services Are Critical to Self-Service Success in Hospitality
Kiosk.eu makes the case that remote management platforms and field services are as critical as hardware selection for keeping hotel self-check-in kiosks operational and guest-ready.
By Dipesh Bharambe, Digital Marketing Specialist, Kiosk Embedded Systems GmbH
How Hotels Can Use Reviews to Book More Direct Group Business
Opinion piece argues hotels neglect review-gathering for group/MICE business, and outlines a practical SOP for capturing testimonials at peak emotional moments to win direct bookings.
By Cory Falter, Partner, Lure Agency
How Much Money Is Sitting in Your OTA Virtual Cards Right Now?
An automation specialist quantifies OTA virtual card revenue leakage, showing 11 hotels recovered $228K in unprocessed balances in one month, saving ~3,600 labor hours annually.
By Linda Girrbach, Co-Founder & Head of Hospitality Consulting, RobosizeME
Culture Isn’t a Program; It’s a Way of Leading
Meyer Jabara Hotels attributes its 24% turnover rate (vs. an industry average of 78-84%) to an intentional leadership culture built on empowerment, shared ownership, and technology-enabled connection.
By Terri Tucker, Consultant and thought leader, Meyer Jabara
Ask ChatGPT About Your Hotel. Now Ask It the Question Your Next Guest Actually Asks.
Hotels that pass the name-search test on AI engines often fail category queries like "best luxury hotel in [destination]," where guest shortlists are built from third-party sources hotels rarely manage.
By Andrew Paul, Managing Director, Americas Great Resorts
How to Mentor in Hotels in the Modern World
A practical guide to hotel mentorship covering structured onboarding, digital tools, soft skills coaching, reverse mentoring, and department-by-department checklists for front office, F&B, kitchen, spa, HR, and engineering.
By Nasir Zahir
What Horst Schulze Understood About Excellence That Every Hotel Investing in AI Needs to Hear
Drawing on Horst Schulze's service philosophy at Ritz-Carlton and Capella, the piece argues hotels abandon AI too early by measuring the wrong outcomes on the wrong timeline.
By Are Morch, Digital Transformation Coach for Hotels, Are Morch, Digital Transformation Coach
Loyalty programs may be the one asset agents can't take
Major hotel loyalty programs, with hundreds of millions of members, may become the critical data asset that AI booking agents depend on, giving chains structural leverage in the agentic travel era.
By Markus Busch, Editor/Publisher, hospitality.today
The Back Hallway
A 23-year-old accountant uncovered $1.4M in vendor fraud at a midsize hotel, exposing how weak purchasing and receiving controls enabled a 12-year scheme by a trusted chief engineer.
By David Lund, The Hotel Financial Coach, David Lund
The Layer That Owns the Guest
A strategic analysis of why AI value in hospitality lies in the application layer around the PMS, not the underlying model, as Microsoft, Amazon, OpenAI, and Anthropic all launch major deployment units.
By Terence Ronson, Founder & Managing Director, Pertlink Limited
Cultural Relevance in Marketing
A Conrad New York Downtown executive outlines how hotels can use destination storytelling, co-created itineraries, multilingual content, and local partnerships to build cultural relevance into their marketing.
Azuma Brand Launch Signals Larger Hotel Category Trends
Adrian Zecha's Azuma Farm Koiwai launch is used as a lens to examine the 50-year structural rise of agriluxury, driven by guest demand for calm and simplicity in an overstimulated world.
By Adam Mogelonsky and Larry Mogelonsky