Trust and the real drivers of hotel tech decisions
In a market flooded with promises, awards and endless vendor emails, one signal still cuts through the noise: what other hoteliers actually say.
Opinion Articles
Why Bob W treats hotels like software
Bob W operates 6,000 European apartments with one-seventh the staff of traditional hotels, achieving 2.5x better EBITDA through AI-powered guest services and automated operations.
By Sarah Johnson, Senior Copywriter, Mews
The Future of CX: AI First, Not AI Only
The article argues for "AI First, Not AI Only" approach where companies use AI for simple tasks while maintaining human agent access, focusing on agentic AI capabilities and experience memory.
By Shep Hyken, Customer Service and Experience Expert, Keynote Speaker and Bestselling Author, Shepard Presentations, LLC.
AI in Hospitality: The 2025 Reality and the 2026 Horizon
The article outlines ten AI trends that will reshape hotel operations and distribution in 2025-2026, from schema markup requirements to agent-to-agent booking systems.
By Paige Lopez, Content marketer, Lighthouse
AI Won’t Replace Hoteliers. But Hoteliers Who Ignore AI Will Be Replaced
The author argues that AI now mediates between hotels and guests through search engines and booking platforms, making how AI understands hotels more critical than traditional competition.
By Are Morch, Digital Transformation Coach for Hotels, Are Morch, Digital Transformation Coach
Hotels were late to the internet. Late to mobile. This time can be different.
New research shows 15% of consumers now use AI platforms like ChatGPT to shop for travel, doubling recent usage at the expense of traditional search.
By Adam Swart, VP of Content Operations, Lighthouse
Beyond Simplicity: Rethinking PMS Usability for Modern Hotels
Maestro PMS argues that effective hotel technology must balance simple interfaces with robust functionality to support complex multi-departmental operations.
By Lisa Jane Wheaton, Senior Project Strategist, Maestro
Technology, Trust, and Travel Trends: Hospitality Takeaways from FITUR 2026
Key hospitality technology trends from FITUR 2026 include integrated platforms, AI-driven personalization, guest feedback as revenue input, and collaboration over competition.
By Florencia Cueto Pedrotti, Director, Global Engagement & Sales Enablement, Shiji
AI won't save your hotel if your teams are still copy-pasting between systems
The article argues hotels should prioritize automating routine manual tasks like rate code updates and reconciliation before pursuing AI solutions.
By Linda Girrbach, Co-Founder & Head of Hospitality Consulting, RobosizeME
Memory Is the New SEO: How Agentic Commerce Will Reshape Hotel Distribution
The analysis explores how AI agents will use memory and context to revolutionize hotel booking, creating personalized travel assistants that learn from user interactions.
By George Roukas, President, GAIPAN
What's Next for Hotel Cybersecurity: Emerging Threats to Watch in 2026
VikingCloud reports 82% of North American hotels suffered cyberattacks last summer, with AI-powered phishing, IoT exploits, and vendor vulnerabilities emerging as top 2026 threats.
By Pam Lindemoen, Chief Security Officer and Vice President of Strategy for the Retail & Hospitality Information Sharing and Analysis Center (RH-ISAC), Retail & Hospitality ISAC
The AI Dilemma: Should Hotels Wait or Build?
The author argues hotels should create small experimental AI teams rather than wait for mature solutions or make large investments.
By Martin Soler, Partner, Soler & Associates
AI Concerns for the Hospitality Industry
The article warns hospitality professionals about AI psychosis risks from extended chatbot interactions and provides guidelines for safe implementation.
By Frank Wolfe, Chief Executive Officer (CEO), HFTP
From Data Wrangler to Commercial Strategist: Can AI Elevate the Revenue Manager’s Role?
The article argues AI should transform revenue managers from data analysts into strategic advisors by automating reporting tasks and providing clear decision rationale.
By Samuel Johnson, Head of Operations, LodgIQ™
From Booking to Belonging: How AI is Redefining the Hotel Guest Experience
Club Quarters showcases their Amenti AI platform while outlining how AI transforms hotel operations from booking through post-stay engagement.
By John Paul Nichols, President and CEO of Club Quarters Hotels, Club Quarters
The Hidden Cost of Inconsistency: Why Manual Workflows Are Holding Back Hotel Groups
RobosizeME claims hotel groups waste thousands of hours annually on manual tasks, with automation saving clients 200,000+ labor hours per year.
By Linda Girrbach, Co-Founder & Head of Hospitality Consulting, RobosizeME
AI Platforms are Coming for Booking’s Cake
The author analyzes how AI platforms could disrupt OTAs through superior search interfaces, while OTAs retain advantages in trust and transaction handling.
By Martin Soler, Partner, Soler & Associates
AI and the Next Wave of Hotel Technology
The hospitality technology market will grow 50-60% annually as hotels implement AI across guest services, operations, and revenue management despite adoption gaps and data challenges.
By Alice Sherman, Executive Vice President & Managing Director, Americas, HVS
Accrual Accounting for Hotels: How Fairmas Improves Financial Performance
Fairmas software addresses hotel accrual accounting complexities by providing integrated departmental P&L analysis and drilldown capabilities within one system.
By Kinza Raheel, International Marketing & Communications Manager, Fairmas GmbH
The Hotel Technology Maturity Curve and the Shift Toward Best-in-Class Systems
Stayntouch study of 300+ hotel professionals shows 68% of independent hotels over 100 rooms adopt specialized systems as they scale beyond all-in-one platforms.
By Priya Rajamani, VP of Implementation & Support, Stayntouch