The rumors about the inevitable end of the "traditional" search engines like Google at the hands of AI Search are highly exaggerated. According to latest data by SEMrush, based on the last 12 months, people interact with search engines 34 TIMES more often than with AI search.
This is ongoing learning, as LLMs continue to learn. But GEO is built on top of SEO. It has to get its knowledge from somewhere. It means UCG (ie reviews) is more important, specific content is more important and understanding your target market is more important.
I work with many hoteliers and when it comes to the topic of online discovery, the first question I ask is: have you tried to search for your property, or lodging in your area, on different AI tools lately? It's quite surprising how so few have done it.
The speed of change is extraordinary! This rapid shift to AI summaries and conversational search marks a critical turning point for hotel content. Simple keyword-stuffing is ending; AI thrives on deep context and relationships, not raw data.
Marriott International, Inc. announced the signing of seven City Express by Marriott hotels in Brazil with FÁBRICA DE HOTÉIS marking the brand's anticipated debut in the country. This milestone is part of a broader multi-unit development agreement to open 30 City Express by Marriott properties across Brazil's Northeast region over the next 15 years.
A collection of locally rooted boutique hotels across Mexico, Namron Hospitality has announced the opening of a new hotel in Oaxaca, marking the brand's expansion onto Mexico's southern Pacific coast. Casa Yatí is now open, offering a serene and luxurious coastal sanctuary that invites guests to slow down and connect with the ocean and the sun, and surrender to the awe-inspiring nature that surrounds the new bespoke property.
Danzante Bay, a 741-acre master-planned resort community set amidst the Sierra de la Giganta mountains and the Sea of Cortez, announces its latest development: Mailena. Set to open in late summer 2026, Mailena will be Loreto's first wellness resort and adults-only property, catering to couples, groups and solo travelers alike. The debut of the luxury beachfront resort will usher in a new era of elevated, experiential offerings for the growing community tucked away along the eastern coast of Mexico's Baja California Peninsula.
UNICO 20°105° Hotel Riviera Nayarit, the latest from AIC Hotel Group's UNICO Hotel Collection, has officially opened its doors, revealing a sophisticated, discreet, and light-filled luxury sanctuary nestled along the stunning Mexican Pacific, all within minutes of Puerto Vallarta's dynamic energy, cuisine, and modern artistry. UNICO 20°105° is designed exclusively for adults, with a focus on bespoke personal attention, including private butler and Local Host services to accommodate every request.
After two decades of watching hospitality tech rise, stumble, evolve, and occasionally reinvent itself, I have learned to spot when change is more than just a new buzzword. Right now feels like one of those moments. Not a flashy revolution, but a quiet recalibration. One that is redefining how technology is funded, built, and deployed across the industry. From capital discipline to platform thinking, we are entering an era where substance finally matters more than sizzle. And if we pay attention, this shift could set the tone for the next generation of hospitality innovation.
Our work with clients on personalization is rooted in the fundamental view that we've always aimed to better match what we have to offer with what a guest truly desires. This is particularly crucial when a property offers a diverse range of products beyond just rooms, where strategic personalization can genuinely elevate the guest's enjoyment by more accurately aligning offerings with their individual preferences.
Let's be blunt: most hotels haven't even reached personalization, let alone hyperpersonalization. And while Booking.com, Netflix, and Amazon are masters of knowing what you want before you do, many hotels still worship the PMS like it's the digital holy grail.
After half a century in hospitality, one truth endures: this industry doesn’t stand still. It evolves. Slowly at times, all at once at others. What was once a business built on bricks, beds, and brand loyalty is now a high-stakes game of capital flows, margin compression, and digital transformation. The fundamentals remain: service, trust, and consistency. But everything around them is shifting. If the last decade taught us how to survive disruption, the next one will ask us to lead through it. That begins by rethinking what hotels are, who they serve, and how every square foot and every line of code can drive performance.
Mention PMS migration and most hotel executives will pause. It’s not hesitation without reason. Shifting core systems takes time, coordination, and no small amount of budget. It impacts every layer of your operation, from the front office and housekeeping to finance, IT, and beyond. But while the disruption is real, the real risk lies in waiting too long. In a fast-moving tech landscape, staying still doesn’t keep you safe. It just means you’re falling behind without even noticing.
Luxury isn’t loud. It doesn’t announce itself in flashing features or complicated tech. True luxury in hospitality whispers through anticipation, intuition, and the kind of personal touches that make a guest feel not just welcomed, but understood. It’s not about the opulence of the building or the buzzwords on the website. It’s about how effortlessly everything unfolds. Behind the scenes, there’s powerful technology doing the heavy lifting. But on the surface, what the guest experiences is something far more human: calm, confidence, care. In this article, we’ll explore how the best luxury properties use invisible systems to create unforgettable, seamless moments. Moments where service feels less like service and more like being seen.
There’s no shortage of hype around AI right now. Everyone’s talking, posting, paneling. But here’s the thing: most of it misses the point. If you’re in hospitality, the question isn’t whether AI matters, it’s how you make it matter for your business. Not in some distant future, robots running the lobby kind of way, but in the here and now. In the everyday moments where performance is won or lost. Because while the spotlight stays fixed on shiny AI travel assistants and chatbots with witty comebacks, the real advantage, the one that moves the needle, is quietly waiting behind the scenes.
In hospitality today, what matters most cannot always be seen on a checklist. The guest experience has become the defining product, shaped not just by the room or the view but by every moment of interaction and ease. A warm greeting, a seamless digital check-in, a timely response to a simple request. These are now the hallmarks of value. As expectations rise, so does the need to measure what truly moves the guest. This is where guest experience benchmarking steps in, not just as a performance tool but as a strategic lens for building loyalty, trust and lasting impressions.
Marriott Bonvoy proudly announces the debut of its first all-inclusive resort in Los Cabos, Mexico's Premier Pacific Destination, with the relaunch of Hacienda del Mar Los Cabos, an Autograph Collection All-Inclusive Resort. Operating under Autograph Collection, one of the more than 30 hotel global brands part of the Marriott Bonvoy portfolio, the iconic beachfront property will offer an all-inclusive experience that blends authentic Mexican heritage with the elevated standards of Marriott's global hospitality platform.
The Property Management System is no longer just the engine room quietly humming in the background. It’s becoming the brain of the operation. As guest journeys grow more complex and expectations rise, the PMS is stepping out from behind the curtain and into a starring role. Not just as a system of record, but as a platform for revenue growth, service delivery, and operational agility. The real shift is not just about building better tech. It is about rethinking what the PMS is and what it needs to become. This article explores the six key trends reshaping that future and what it means for operators who are ready to move beyond the status quo.
The HYB Annual Tech Survey, conducted in May 2025, gathered 264 global responses from hotel companies, tech providers, consultants, and other industry stakeholders. This research was conducted with a goal to better understand the current state of hotel technology – what's working, what's not, and where the industry is headed next.
For years, hotel revenue strategy has defaulted to a one size fits all model: optimize for RevPAR, chase occupancy, and call it success. But the landscape has shifted. Guests are savvier, channels more fragmented, and margin tighter than ever. In this complexity, a new clarity is emerging. Some hotels don’t want to be everything to everyone. They want to be something distinct to someone. That is where Dual Revenue Management steps in, not as a tweak to existing models, but as a rethinking of how value and volume can coexist. This is not about choosing sides. It is about choosing structure. A smarter, more nuanced framework where distribution is no longer a battlefield but a strategy board, and every move has a purpose.
Hospitality is no longer defined by the type of key handed over at check-in. Whether it is a hotel room for two nights, a short-term rental for a week, or an extended stay that blends work and leisure, today’s guests move fluidly between formats. What they expect in return is simplicity, consistency, and digital ease. The convergence we are seeing across property types, guest segments, and operating models is not a trend; it is a structural shift. And behind this shift is a pressing question for operators: can your tech keep up?
The hospitality industry has never lacked technology. What it has lacked is cohesion. For years, hotels have layered system upon system, vendor upon vendor, hoping that one more plugin or upgrade might unlock the seamless guest experience everyone talks about but few actually deliver. And yet, despite all the investment, many properties still find themselves stuck, trapped between legacy infrastructure and rising guest expectations. It is not a lack of innovation that is holding them back. It is fragmentation. In this article, we explore why the future of hospitality depends not just on more tech, but smarter, integrated tech, and how a modular, connected approach is reshaping everything from operations to the guest journey.
For all the buzz around digital transformation in hospitality, the reality is far less polished. Technology is being bought, installed, and announced with fanfare, yet it’s still not delivering on its promise. Why? Because installing tech isn’t the same as adopting it. And adopting it isn’t the same as mastering it.