The Hotel Content Supply Chain
Unlike traditional search, AI doesn’t simply direct travelers toward information. ... This is why so many conversations surrounding AI optimization feel incomplete.
Search
How AI is Changing the Recruitment Process – For Better and Worse
My inbox is constantly bombarded with AI tools and software solutions that claim to solve the challenges of hiring. ... AI, resume screeners, and other emerging technologies can certainly accelerate the vetting and hiring process for certain entry-level and frontline positions.
By Terry Donovan, Manager, AETHOS Consulting Group
Is your Hotel Website lying to Future Guests?
Turn Guest Reviews into Website FAQ Content AI search engines love crowdsourced proof and conversational, human phrasing. ... Take the top questions guests ask your front-desk team or praise in reviews, and write a prominent FAQ section so AI travel assistants view your hotel site as a primary source of truth.
By Melissa Rodrigues, Lead Content Manager, GuestCentric Systems
Hotels are building the AI discovery layer. OTAs are harvesting it
And the travelers AI does refer verify before they book, running their confirmation loop through Google, OTA listings, and review platforms before a direct booking engine sees them again, if it sees them ... Commenting on the evolution of AI in travel, she said the pullback in AI checkout — the retreat of AI assistants from completing bookings directly — reinforced Expedia's view that AI can be a powerful
By Markus Busch, Editor/Publisher, hospitality.today
How a hotel appears in AI assistants: The three layers of visibility
The assistant can find official websites, OTAs, metasearch engines, media, guides, or reviews. It does not read the entire internet. ... Here the AI needs certainties, not approximations .
By Félix Pérez, Head of Operations & Business Strategy, Mirai
From Strategy to Execution: What HSMAI and HITEC Revealed About Hospitality’s Next Chapter
Today, travelers increasingly use AI-powered tools to compare options, summarize reviews, research destinations, and narrow choices before they ever visit a hotel website. ... A traveler may begin with an AI prompt, compare reviews, visit a website, browse social media, evaluate rates, and book through a channel the hotel does not directly control.
By Kirsten Mosco, CHDM, Vice President of Media and Communications, Newport Hospitality Group
Profit beyond rooms: What the future of revenue management actually looks like
AI-driven search is changing how guests find hotels — and most revenue leaders haven't fully engaged with it yet. Natural language is now how people describe what they want. ... Testing your property's visibility across different AI search tools and making sure your content is structured for natural language discovery is increasingly part of the commercial job.
Travel Media Group’s Respond & Resolve™ Celebrates 10 Years of Responding to Hotel Guest Reviews
"Over the last decade, we've responded to millions of reviews on behalf of our hotel partners, helping them show guests that their feedback matters. ... "Today, reviews are a powerful source of operational intelligence.
The Operating Layer
The hotels that win will not be the ones with the most AI. ... Read correctly, that is not a vote against AI. It is a reminder of what AI is for. The engine is artificial; the destination is human.
By Terence Ronson, Founder & Managing Director, Pertlink Limited
Travelers trust AI enough to start. Not enough to book
Fifty-two percent click through to sources cited within the AI response. Nearly every AI user verifies — before acting on what the AI told them. ... That work didn't disappear when AI arrived. It became the verification infrastructure that AI-referred travelers land in.
By Markus Busch, Editor/Publisher, hospitality.today
AI Can Find Your Hotel But Won't Recommend It, Low Turnover Masks Rising Disengagement
The piece, AI can find your hotel. It just won't recommend it. , sits close to the AI discovery work many readers are already doing. ... Many hospitality vendors lose deals before any sales conversation, as buyers quietly check LinkedIn, YouTube, reviews and AI tools before booking a demo.
HITEC 2026 Was the Show Where Agentic Governance Reached Centerstage
Everyone knew that ‘AI’ would be the buzz word, but for this iteration in San Antonio, the mission was to get a glimpse of which companies actually had the goods. ... In short, AI agents are infrastructure, and fast movers can reap big rewards. I’m keeping this one brand-agnostic but needless to say, some vendors are definitely better than others.
By Adam Mogelonsky and Larry Mogelonsky
Why the Best Hospitality Vendors May Never Even Get Considered
Before a VP of Operations schedules a PMS demo, they’ve likely already: searched LinkedIn watched YouTube walkthroughs scanned Hotel Tech Report reviews read Reddit threads asked ChatGPT for recommendations ... They simply turn elsewhere: Reddit AI tools peer communities outdated review threads random internet commentary And suddenly the narrative about your pricing no longer belongs to you.
By Susan Tucker, Partner & COO, The Lure Agency, Lure Agency
AI can find your hotel. It just won't recommend it.
In May 2026, Ahrefs published an AI Search Benchmark Report covering 75,000 brands and 730,000 AI responses across ChatGPT, Google AI Mode, and Google AI Overviews. ... Consumers who get an AI recommendation verify it — against Google, against OTA listings, against review platforms.
By Markus Busch, Editor/Publisher, hospitality.today
The Great Stay
We are also feeding an arms race — employers screen with AI, candidates apply with AI — that makes the whole ritual worse for everyone. D. ... Pertlink Limited · Hospitality Technology & AI Consultancy
By Terence Ronson, Founder & Managing Director, Pertlink Limited
Break It Before They Do
It is the art of smuggling instructions into content the model reads — a review, an email, a web page, a PDF — so the AI follows. the attacker’s words instead of yours. ... EU AI Act — Regulation (EU) 2024/1689, Articles 9 and 55. NIST AI Risk Management Framework: Generative AI Profile (NIST-AI-600-1), 2024. Humane Intelligence / Dr.
By Terence Ronson, Founder & Managing Director, Pertlink Limited
The Black Box of Hotel Distribution
The rise of AI-powered search and discovery has introduced a new variable into the hospitality content conversation: confidence. ... If your website says one thing, your OTA listings say another, your reviews suggest something different, and dozens of downstream distribution partners contain outdated or conflicting information, AI systems
Hotel Distribution Technology Chart 2026: Why Visibility Is Becoming the New Distribution Strategy
Direct booking is expanding beyond brand.com into AI-powered environments. ... Hotel Distribution Technology Chart 2026 highlights the rise of AI-powered direct booking Alongside AI discovery, the Hotel Distribution Technology Chart 2026 introduces another emerging layer: AI-powered
HITEC 2026, day three: eight startups, and our first closed-door round table
Frank Trampert, nine weeks into Revinate, talked about why reviews matter so much for AI search. ... The one hopeful thing she said was that guest reviews become the content that matters most with AI, because across thousands of reviews you can see consistent patterns and turn them into something bookable
Why Direct Booking Strategy Fails When Hotels Don't Control Demand
A traveler may first discover the property on an OTA, compare it through metasearch, validate it through reviews, then navigate to the hotel website only at the final stage of booking. ... For a related analysis of why intermediary power is likely to increase rather than disappear, see AI Will Strengthen Travel Intermediaries, Not Replace Them.
By Andrew Paul, Managing Director, Americas Great Resorts