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As a former PT and pre-med, I can tell you confidently that 99.9% of people don’t exercise properly. So, yeah fitness definitely has a place at hotels, both for allowing people to stay active while traveling but also in teaching them how to move properly.

Is fitness over? It was never the destination. It was always about wellness, and wellness has two dimensions, not just one. Wellness is that of an individual's mind, body, spirit, soul. Sustainability is wellness of a people, a place, and the planet.

An important aspect to consider is that people vary widely in their interest level when it comes to fitness. While physical movement is a fundamental part of well-being, not everyone is interested in making strides in fitness or recreational activities.

The booking itself isn't the important part—it's the fact that it can be fully tracked from an AI conversation to a completed reservation.Right now, AI advertising generates very little volume, but every new channel starts small.Hotel metasearch followed a similar path before becoming a major source of direct bookings.AI could go even further because it helps travellers discover hotels, not just compare prices.Instead of searching, clicking and comparing multiple websites, people may eventually book through one conversation.If that happens, AI will become both a discovery tool and a booking channel.Hotels will need to make their prices, availability and hotel information easy for AI to understand.It's too early to draw conclusions from one booking, but it's an interesting sign of where hotel distribution could be heading.The real milestone isn't the ROAS—it's proving that an AI conversation can lead directly to a measurable booking.

The initial response—cool! How gratifying to witness this given all your years in this space. I was at Google last week hearing firsthand how digital advertising is evolving in this new search era.By comparison, Metasearch aggregated rates and redirected intent.

Booking.com just recently shared that only 1% of their revenue is presently generated via AI traffic. Doesn't seem like much, and at first glance this low figure seems to corroborate the view that AI is primarily a top- and mid-funnel channel.