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Artificial intelligence is everywhere in hospitality right now. Every conference, [...]

The rise of AI-powered discovery—through platforms like ChatGPT, Google’s AI Overviews, Perplexity, and other answer engines—is changing how travelers decide where to stay

Historically, search engines acted as the gateway to travel research. Today, AI platforms are beginning to serve that role.

OTAs may process the transaction, but AI increasingly determines who gets considered. Hotels that clearly and confidently own their story are the ones AI will surface first

Because for the luxury traveler, the destination is never just a place—it’s a feeling. And feelings, for all their ineffable power, still require the human touch.

Booking Holdings, Airbnb, Expedia Group, and Trip.com Group are playing for keeps. They're not just advertising—they're engineering behavior. So where does that leave the hotel brand? Right where the opportunity is.

The world's largest hotel brands weren't talking about marble bathrooms or Michelin stars. They were talking about meaning.

The luxury segment is leading the way in reframing what it means to “get away.” Less “look at me,” more “let me feel something real.”