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Opinion Articles

Opinion Article

5 simple principles that help your hotel appear in AI recommendations

The age of AI search is here and it’s already reshaping how travelers discover and book hotels. Instead of scrolling through endless links, guests now expect AI platforms like ChatGPT, Gemini, or Perplexity to “do the Googling for them” and deliver one trusted answer. As a hotel operator, your job is to make sure your property is part of that answer. That ensures that you: stay visible, capture more direct bookings, and stay ahead of competitors in this new distribution landscape.

Ira Vouk
By Ira Vouk, Hospitality Tech and AI Consultant, Hospitality 2.0 Consulting
Opinion Article

The guest has arrived. The card hasn’t.

It’s a scenario business travellers know all too well. You arrive at your hotel after a long flight, luggage in hand, mind on tomorrow’s meetings. The hotel lobby looks welcoming, until the front desk asks for a credit card. Again. You explain it’s a corporate booking. You mention the virtual card. The staff dig through faxes or refresh emails. Minutes pass. Frustration rises. Your trip is supposed to be starting, but it already feels off. And it’s not just anecdotal. Recent research from Conferma, surveying business travellers across the UK, US, and ANZ, shows that hotels are still tripping over the very first hurdle.

Dave Wood
By Dave Wood, Chief Operations Officer, Conferma
Opinion Article

Passalacqua as the World’s Best Hotel and Hospitality’s True Soul

What does it take to be recognized as the best hotel in the world? With the latest estimates putting it at around 187,000 properties worldwide, winning this distinction is, statistically speaking, more prestigious than the Academy Awards or nearly any other glamorous honor for other industries. While some may think its perfect service and glamorous accommodations, the real answer is soul. 

Larry MogelonskyAdam Mogelonsky
By Larry Mogelonsky and Adam Mogelonsky
Lake Como, Italy
Opinion Article

Email Is About to Become Your Most Important Customer Interface

The hospitality industry has overlooked email and the inbox for too long. While hotels invest resources in websites and social media, email remains one of the most valuable yet underinvested in customer touchpoints. Not only the hotel’s own email marketing program, but also emails from trusted, third-party media brands that lend credibility and discovery en masse in the upper funnel, before your potential guests have started searching or making purchase decisions.

Nick Slavin
By Nick Slavin, CEO and Co-Founder, Curacity
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Opinion Article

Hotels must rethink their marketing mix: Leading industry consultants interrogate Cendyn Performance Index

Operating in a crowded, consent-addled marketplace where AI is starting to bring real value, hotels can no longer ‘set and forget’ their marketing tools if they want a Find, Book and Grow strategy that works. Here, leading industry consultants from around the world share their perspectives on the Cendyn Hotel Digital Marketing Performance Index 2025.

Christina Leme
By Christina Leme, Senior Director, Global Media, Cendyn™
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HN Original
Opinion Article

Why fewer options means more bookings

Picture this: Caroline is a business traveler who has stayed at your hotel before and has left glowing reviews. On her previous trips, she has always stopped at your gift store after checkout to buy her young kids gifts. Imagine utilizing hotel guest segmentation to send Caroline an offer to bring her young kids with her to celebrate the holiday season. You list the right room options, include information about the kids’ club, and offer a spa voucher for the afternoon when kids are enjoying themselves at the club. Booking is easy.

By Karen Stephens, Chief Marketing Officer, Revinate, Inc.
Opinion Article

10 Ways Automation Can Transform Your Hotel

What’s the biggest challenge you face running a hotel today? Rising guest expectations, fewer staff, or the constant race against time? Well, for most hotel leaders I speak with, it’s all three. And despite all the innovation, too much hotel tech still seems to get in the way or slow teams down with undue complexities instead of smoothing out operations.

Linda Girrbach
By Linda Girrbach, Co-Founder & Head of Hospitality Consulting, RobosizeME