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Opinion Articles

Opinion Article

Will the AI Bubble Burst and Will Hotels Be Just Fine Without It?

Every industry has its golden moment of obsession, that period when a single innovation promises to rewrite every rule we’ve ever lived by. For hotels, we’ve lived through many. Online travel agencies were going to make our own websites obsolete. Review platforms were going to destroy reputation management. Social media was going to replace loyalty. And yet, through every so-called revolution, the heartbeat of hospitality never stopped.

Are Morch
By Are Morch, Digital Transformation Coach for Hotels, Are Morch, AI Champion
Opinion Article

Workflow Automation Has Become the Hidden Lever of Hotel Performance

Hotels have entered a new operational era. Costs continue to rise across energy, labour, and distribution while expectations for speed and personalization grow sharper with every guest interaction. To sustain profitability, operations must evolve from manually driven routines to connected, automated systems that execute repetitive tasks with precision and reliability.

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

AI’s new gatekeepers: How Booking.com and Expedia are hijacking the future of travel

Just days into OpenAI’s new app marketplace, Booking.com and Expedia have seized a commanding lead. They’re not just experimenting with artificial intelligence (AI). They’re embedding themselves directly into the core of how travelers search, discover and book stays at your hotels. And because they’ve moved first—with no safeguards to stop them—they are about to become the default middlemen of the AI age. If that happens, hoteliers will spend the next decade paying for access to their own guests.

Brad Brewer
By Brad Brewer, Chief AI Officer, Agentic Hospitality
Opinion Article

Designing Desire: Why Experience Curators Will Shape the Future

“Experience” is everywhere. It’s one of the most wildly overused terms in modern hospitality, used to describe everything from hair salons to hotel bedrooms. As a result, it’s easy for executives to feel lost when guests ask for “experience-led” travel – and, to cope, many default to renovation, restaurants, and retail makeovers in an attempt to match the demand.

Carly Pews
By Carly Pews, Media Strategist and Writer, Something New Creative Inc.
Opinion Article

The “Paypal Mafia” of Hotel Marketing

Among friends, we joke that WIHP (now part of Cendyn) was the PayPal Mafia of hotel marketing. It sparked more entrepreneurs than any other hotel tech startup I know of (Design Hotels did quite good too). It wasn’t planned that way, of course. But for a few years, there was this unique cluster of talent, energy, creativity, and sheer determination that somehow all landed in one place - and which then went off to create even more hotel marketing technology and agencies.

Martin Soler
By Martin Soler, Partner, Soler & Associates
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Why Hospitality Net Leads B2B in Hospitality

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Hospitality Net
Opinion Article

When Technology Turns from Ally to Adversary in Hospitality

Standing at a hotel reception desk, tired from travel, only to be told the system won’t let us into our room? In hospitality, technology is meant to streamline and elevate the guest experience, but what happens when it does the opposite? This article dives into the hidden emotional cost of tech failures in hotels, revealing how even the sleekest systems can backfire and why the human touch still matters more than ever.

Jie Yu Kerguignas
By Jie Yu Kerguignas, Assistant Professor, EHL
HN Original
Opinion Article

How to Survive AI in 2026: Ten Coordinates for the Future of Hospitality

To write about the future is, inevitably, to be wrong about the future. I have repeated this for years, and yet, it remains the truest sentence I know. The mistake, however, is not a failure of prediction but a form of knowledge. We now inhabit a “post-postmodern”, almost “post-futurist” condition, a time in which tomorrow no longer stretches ahead as a horizon but hovers above us like a permanent update, endlessly refreshing itself. And although the Singularity that Kurzweil foresaw two decades ago has not yet fully arrived, his law of accelerating returns already permeates the present, altering our perception of time and possibility. Within this landscape, those of us who attempt to understand technology are no longer prophets, but rather cartographers of the impermanent, tracing transient patterns across the shifting topography of innovation. What follows, therefore, are not laws but coordinates, ten mutable constellations, ten subtle tremors that delineate the tectonic rewriting of business, technology, and meaning itself. Because the future, in the end, is no longer what it used to be.

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

The Future of Hotel Branding: How AI is Powering a Design Revolution

Over the summer, a pink yacht docked off Marassi Marina in Egypt’s North Coast offering on-board beauty services by the Egyptian brand, Beauty 911 had appeared on my Instagram feed. I had no plans of going to Egypt but within minutes of seeing this Instagram reel, my August plans became experiencing the pink yacht with my girlfriends before the summer ended. What I felt in those moments, unfolding a scenario I hadn’t planned, is today’s traveler letting curiosity, preferences, and desire drive every decision. One captivating idea, one scroll-stopping image, can completely rewrite their travel.

Sarah Jarnicki
By Sarah Jarnicki, Creator, BrandClave
Opinion Article

Smooth operations: why the next wave of hotel tech is invisible

Technology shouldn’t get in the way of hospitality. It should make it effortless. That’s the thinking behind the Mews Summer Release, fittingly named Smooth Operations. It’s designed to create more fluid, connected experiences for both guests and teams, with automation doing the heavy lifting in the background.

Tom Brown
By Tom Brown, Principal Copywriter, Mews
Opinion Article

Turning October Into Opportunity: How Hotels Can Use PMS Insights to Drive Shoulder-Season Revenue

As the leaves turn and summer’s bustle gives way to cooler days, October can feel like a lull for many hotel operators. But for properties that know how to mine the gold in data, this shoulder season can become one of the most profitable windows of the year. By harnessing property-management system insights, hoteliers can maximize off-peak revenues by analyzing past trends, understanding cancellation behavior, and deploying targeted tactics against a softer demand environment.

Lisa Jane Wheaton
By Lisa Jane Wheaton, Senior Project Strategist, Maestro
HN Original
Opinion Article

Predicting the Present: When AI is the new UI

Two years ago, when my book "We Are The Glitch" came out, I wrote something that felt more like a provocation than a prediction. At the time, the idea that platforms like Expedia Group or Booking.com could live inside a conversational interface sounded speculative, even poetic. And yet, this week, with OpenAI announcing native apps within ChatGPT and naming those very brands among the first integrations, that line between vision and reality has vanished.

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

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