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Opinion Articles

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
HN Original
Opinion Article

Guest segmentation in 2025: Moving beyond broad-brush marketing with AI

Anna is planning a business trip to Tokyo. Eager to get the best recs for the city, she whips out her smartphone and finds a hotel touting everything she wants. She books her stay within minutes. Her dream stay wishlist was made possible by AI — and behind that magic is guest segmentation. Large Language Models (LLMs) and other AI tools can now segment data (like intent, behaviors, or loyalty preferences) and instantly spin up personalized recommendations that feel one-to-one, not one-to-many.

By Karen Stephens and Henri Roelings
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Why Hospitality Net Leads B2B in Hospitality

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Hospitality Net
Opinion Article

No, Booking Won’t Be the Plumbing for OpenAI’s Agents

The hype cycle on AI agents keeps going. The Financial Times tells us that the “rise of AI shopping agents” is set to transform e-commerce. OpenAI even renamed its Operator system simply “Agent,” making the pitch clear: AI will browse and buy on our behalf. Sounds great, but not totally sure it will pan out (most of Amazon’s profit comes from ads not from product sales).

Martin Soler
By Martin Soler, Partner, Soler & Associates
Opinion Article

The AI Revolution in Hotel Revenue Management: Why the Future Is Already Here

Revenue management, at its core, has always been about balance—the delicate calibration of price, timing, and demand. For decades, this equilibrium was achieved by revenue managers hunched over spreadsheets, fueled by experience, instinct, and often, last-minute adjustments. But in an industry increasingly defined by data and disruption, those days are fading fast.

Mayank Rastogi
By Mayank Rastogi, Senior Vice President & GM, RateGain, RateGain
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HN Original
Opinion Article

AI Max, Ads in AI Overviews and the End of the Hyperlink Economy: Hotel Marketing in the Post-Search Age

For thirty years, the web has been a system of exits, a labyrinth of blue underlined doors pointing outward, each page no more than a step toward another place. With the global launch of AI Max for Search and, more generally, “Ads in AI Overviews” (awaiting a shorter name or acronym… AIO, maybe?), Google will likely invert this very ontology. The centrifugal logic of hyperlinks will collapse into a centripetal mechanism, where answers no longer reside elsewhere but are generated, framed, and monetized in place, with no escape. This is not a cosmetic refresh or one of those algorithmic oscillations that SEOs obsessively chart. It is a tectonic rupture, a rewriting of the rules that sustained the entire economy of discovery. The line between information and promotion, between organic and paid, between presence and intrusion, dissolves. For the hotel sector, which has always fought for visibility on the precarious margins of the SERP, this is nothing less than the advent of a new era, the one I have long described as the “post-search” world.

By Simone Puorto, Head of Emerging Trends and Strategic Innovation, Hospitality Net