technology

Technology

PMS, RMS, and the stack independents actually run.

TikTok did not make them. Creators did, for commission, on a property that cannot be booked there. — Seventeen AI videos sold suites a Sedona resort does not have

AI search, guest-facing content, hotel marketing, brand accuracy, Expedia Group, Booking.com, original research

Seventeen AI videos sold suites a Sedona resort does not have. TikTok did not make them, and the resort was not bookable on TikTok at all.

Skift ran videos of the Ambiente Sedona through a detection tool and found 17 flagged as AI-generated at 80% confidence or higher. They showed an atrium suite that does not exist and a pond that is not there, and one sold the 40-room adults-only resort as family-friendly. One had 315,000 views. The videos carried booking commission tags. The property cannot be booked on TikTok.

By Guneet LambaSep 14

Technology

Latest stories

AI assistants repeated a hotel's own incorrect history

AI search, brand accuracy, hotel marketing, structured data, Eurostars Langford, original research, guest-facing content

Three of four AI assistants told us a Miami hotel was the former Miami National Bank. The city's own designation report says otherwise.

Three of four AI assistants described Eurostars Langford as the former Miami National Bank in Beaux-Arts style. Miami's 1988 designation report names the building City National Bank and the style Neo-Classical, and the original 1926 tenant was Miami Bank and Trust. All three assistants were repeating the hotel's own marketing copy. One assistant also advertised a rooftop bar that has been shut.

By Guneet Lamba · Sep 11

We ran the same query four times. The lists barely overlapped, and that changes what optimising means.

AI search, AI recommendations, hotel discovery, Claude, Gemini, Copilot, original research, Miami

Four AI assistants named 30 boutique hotels in Miami. Exactly one appeared on all four lists.

Four AI assistants named 30 boutique hotels in Miami. Exactly one appeared on all four lists. On a second query about independent hotels near a named landmark, 11 properties came back and none were unanimous. The concentration operators have been warned about did not appear. Fragmentation did, and it means there is no single set of AI results to optimise for.

By Guneet Lamba · Sep 9 · 4 min read

Fully connected hotels report a 31-point revenue advantage over hotels with basic connectivity.

Technology

AI just turned your channel manager from back-office plumbing into who controls your guest.

Expedia Group's own Censuswide survey of 1,500 hotel decision-makers, published June 23, 2026, found that fully connected properties are 31 percentage points more likely to report improved occupancy, ADR, or RevPAR than hotels on basic connectivity. A separate RateHawk and Phocuswright report, published on Hospitality.today on June 24, 2026, argues that AI agents can only book inventory that's machine-readable, and that work is happening inside wholesalers and channel managers, one layer removed from the hotel itself. For independent hotels, the question is no longer whether they're connected. It's who controls what that connection can do.

By Minal Mehta · Aug 17 · 2 min read

Technology

Grevon launches AI booking automation that skips staff confirmation. A five-unit rental already beat Marriott and Hilton to doing it for real.

Grevon debuted Kore, Pulse and Echo at HITEC 2026 on June 15. The vendor told trade press its AI booking automation completes hotel reservations with no staff confirmation needed. The only publicly documented AI agent to actually finish a hotel booking on the same open standard belonged to a five-unit rental in Dominica. That happened months earlier, and not at a chain. Independent hotels now have real evidence to check "AI booking" marketing against. It favors the small and fast, not the big brand name.

By Minal Mehta · Aug 5

PriceLabs New Hotel Rate Shopper feature

Technology

PriceLabs now bundles a rate-shopping tool.

PriceLabs has upgraded its built-in Hotel Rate Shopper with competitor room-type matching, and includes it at no extra cost for existing PriceLabs hotel customers.

By Sharon Biggar · Jul 22 · 2 min read

Hotel and restaurant in an European plaza

News

Tripadvisor just sold its restaurant platform for $700 million. That's $700 million it's putting into tours and activities instead.

With Tripadvisor shifting its focus to experiences and selling its dining business, independent hotels need to rethink their guest acquisition strategy

By Sharon Biggar · Jul 3 · 1 min read

Technology

Half of UK travelers now use AI to plan trips. Your hotel probably isn't in the results.

As AI reshapes the travel landscape, independent hotels are missing out. Here is why your property isn’t appearing in search results and how to reclaim your digital presence.

By Sharon Biggar · Apr 22 · 5 min read

Technology

Sixteen percent of hotels show up when AI recommends a place to stay. Is yours one of them?

New research reveals that the vast majority of hotels are invisible to AI-powered travel planning, creating an urgent need for visibility optimization.

By Sharon Biggar · Apr 21 · 4 min read