MCP could enable hotels to integrate AI assistants directly with their booking systems, potentially reducing dependence on OTAs for guest acquisition.
At ITB Berlin last year, one topic dominated almost every conversation: Artificial Intelligence. The big question in 2025 was simple — “Do you have AI?”
Apaleo's founder demonstrates live hotel booking through ChatGPT, with 15-20 hotel groups already deploying AI agents in production.
Hotels are better positioned for the AI era than most people think. They own something no LLM can replicate: years of proprietary guest data and a direct relationship with the customer. That's a genuine competitive moat, and agentic AI is finally what turns it into action.
The takeaway that stays with me isn't about any single technology. It's about what AI can actually do to change the way we experience travel.An example of this was the live demo I gave on stage to change my own flight home - not by calling a helpdesk, not by navigating an app - but by having a natural conversation with an AI agent that handled everything live: rebooking, seat, baggage, transfer all in one simple phone call.The audience went quiet for a moment.
What stood out to me most at ITB Berlin this year was how much the conversation around AI has shifted from theory to real, everyday use. Hoteliers and operators are no longer asking whether AI matters, but where it can make the biggest difference for guests and teams right now.
Hotels using the platform see 30% more F&B revenue through larger check sizes and higher order volume compared to traditional ordering.
Access Hospitality explains how disconnected hotel systems create booking abandonment and proposes integrated PMS/CRS solutions to streamline operations.
Infor's David Poprawka argues hospitality must rebuild its data foundation before AI can succeed, showcasing AR proof-of-concepts for check-in and housekeeping.
OpenAI pivoted away from direct commerce checkout after underestimating integration complexity, while AI referrals to retail sites grew 693% year-over-year.
A hospitality marketing CEO explains abandoning a €200,000 custom platform for Webflow to focus on brand experience over technical complexity.
TrustYou's CEO envisions moving from fragmented guest communication to unified conversational AI that maintains context across all channels and touchpoints.
The article argues hotels should prioritize AI discoverability over transaction infrastructure, as being recommended by AI systems is the gating factor for bookings.
Shiji's POS system has been operational since July 2024 on the luxury train route between Bangkok and Singapore, streamlining dining operations.
The author draws parallels between García Márquez's novel and how hotels repeatedly face new technology waves, from websites to Google to AI, requiring constant adaptation to remain discoverable.
Hotels must adopt multi-cloud strategies and offline protocols as tech infrastructure becomes a target in geopolitical conflicts.
Journey executives explain how hotels can generate 50% of revenue from non-room sources by treating experiences as bookable inventory rather than add-ons.
The article outlines five AI-powered strategies to combat rising operational costs while maintaining revenue growth, from digital concierges to autonomous pricing systems.
The visual tool eliminates manual processes by automating tasks based on triggers like booking source, VIP status, and length of stay.
The article explores how self-service technology helps hotels reduce labor costs while improving guest satisfaction through faster check-ins and automated services.
Wharf Hotels replaced Excel-based budgeting with FairPlanner software, reducing manual work and improving forecasting accuracy across 60% of properties in China.
Stripe's James Lemon discusses payment infrastructure challenges in hotels and why AI booking technology is more complex for travel than retail.
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