How technology, traveler behavior, and distribution are reshaping the hospitality industry.
AI has quickly become one of the most discussed topics in hospitality. New tools are finding their way into everyday operations, travelers are beginning to discover hotels through entirely new channels, and operators are rethinking everything from guest acquisition to direct bookings. While no one can predict exactly how these trends will unfold, a few themes are starting to emerge.
During a recent conversation with The Modern Hotelier, Operto CEO Tim Major shared his perspective on where the industry is headed and the opportunities hoteliers should be paying attention to today.
Here are three takeaways from that discussion.
Start With The Problem, Not The Technology
Where should you begin with AI? It’s a fair question. New tools seem to appear every week, and it’s easy to get caught up in conversations about platforms, capabilities, and the latest advancements.
In practice, the most successful AI initiatives rarely start with the technology itself. They start with a problem that already exists.
For many hotels, that can mean starting in areas like marketing, direct bookings, and guest acquisition. These functions generate large amounts of information and require constant attention, making them natural places to explore how AI can create value.
What’s particularly interesting about these use cases is that they aren’t centered on replacing people. Instead, they’re about helping teams uncover opportunities faster, make more informed decisions, and spend more time focused on strategy and guest experience.
The most effective applications of AI don’t remove humans from the process. They help people do their jobs better.
Hotel Discovery Is Beginning To Change
Ask a traveler how they would research a hotel five years ago and the answer would likely start with Google. Today, many travelers are beginning that same journey inside AI tools like ChatGPT, Gemini, and Perplexity, asking questions about neighborhoods, experiences, and where they should stay.
That shift may seem subtle, but it creates an entirely new consideration for hotels. Visibility is no longer limited to search rankings and online travel agency placement. Hotels are beginning to think about how their properties appear within AI-generated recommendations and what information these systems use when forming responses.
No one knows exactly how this behavior will evolve over the next several years, but it is already creating important questions for hotel marketers, revenue leaders, and ownership groups. The way travelers discover hotels may be changing, but the importance of being found remains the same.
Direct Booking Is No Longer Just About Demand Generation
A traveler decides they want to stay at your hotel. They’ve done their research, chosen your property, and are ready to book. At that point, most hoteliers would assume the hardest part is over.
In reality, the booking journey can be surprisingly complex. Third-party booking sites, branded search ads, and increasingly sophisticated booking paths can create situations where travelers believe they are booking directly with a hotel when they are not.
The result can be frustrating for everyone involved. Guests encounter unexpected fees or policies, hotels pay commissions on reservations they expected to receive directly, and both sides begin the relationship with unnecessary friction.
As hotels gain more visibility into these booking paths, the conversation around direct bookings is beginning to evolve. Success is no longer measured solely by attracting travelers to your property. It’s also about understanding what happens after they’ve made their decision and ensuring they can easily reach the booking experience you intended.
Looking Ahead
The hospitality industry’s AI journey is still in its early stages. The organizations finding the most success are often not the ones pursuing the most ambitious projects. They’re the ones identifying practical opportunities, solving real problems, and building momentum through measurable results.
As new technologies emerge and traveler behavior continues to evolve, the hotels that succeed won’t necessarily be the ones adopting every new tool. They’ll be the ones that remain focused on the guest experience while adapting to how travelers discover and book their stays.
Watch The Full Conversation
These three themes only scratch the surface. If you’d like to hear the complete discussion, including perspectives on AI adoption, hotel discovery, direct bookings, and guest experience, you can watch the full conversation below.
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