🛎️ Hotels struggle with tech upgrades and AI could change who gets booked

Happy Thursday! This week we welcome 7 new subscribers. Thanks for joining us. Next week is the first big hotel tech event after the summer break: the Skift Global Forum.

I'm curious to see what it brings. I'll keep you posted in next week's edition if there's something interesting to share. For now, we've got plenty of good stuff this week. Let's get started!

In today’s newsletter:

🤖 Is your room tech helping or hurting guests?

🔍 New rules could change who gets booked first

🔥 Glamping demand signals what modern guests expect

🏨 + 5 deals & updates

🗞️ + 4 hotel tech extra news

#1 Is your room tech helping or hurting guests?

A survey from Hotels.com reveals hotels struggle to balance tech upgrades with guest comfort and human interaction.

• 56 percent of hotels feel constant pressure to update room technology to stay competitive.

• Almost half of surveyed hotels offer verbal instructions at check-in so guests can use new tech features.

• Hotels are trying hybrid solutions that mix automation with human service to improve guest satisfaction.

Why this matters: Needing to explain how something works at every check-in screams that the process is too complicated. If new tech is not adding value, it might be subtracting it. Listening to feedback and being flexible is better than having the latest gadgets in your rooms.

#2 New rules could change who gets booked first.

Agentic AI is impacting hotel distribution, making hoteliers question if they should adopt new protocols because of the risk of losing out to competitors.

• Europe is leading with the Digital Markets Act to encourage better data sharing across the industry.

• OTAs became dominant in the past by adopting structured standards and supporting real-time capabilities early on.

• US regulations could soon follow Europe, pushing hotels worldwide even further to adapt AI distribution strategies faster.

• Flexible loyalty frameworks and direct booking advancements can help hotels reduce OTA dependence.

Why this matters: Agentic AI is software that decides and does tasks for you (like checking rates and doing a hotel reservation). The big question is what criteria AI will use to pick hotels. That’s why we need transparent rules. This new technology is positioned to be the next big shift in hospitality tech so it’s worth keeping an eye on how it evolves.

#3 Glamping demand signals what modern guests expect.

Glamping demand is up, making up 29% of first-choice accommodations as more campers now seek comfort, digital booking, and unique outdoor experiences.

• Nearly one-third of Gen Z campers prefer glamping, while older generations choose tents or RVs.

• Mobile-friendly booking and automated communication are now essential for campgrounds.

• Most guests book directly through campground websites, signaling a big push for digital tools.

Why this matters: For hoteliers, the message is clear: make sure you offer a good mobile booking experience. Direct if possible, but niche marketplaces could be a good idea too.

THE RESOURCE HUB

• 📍 Next Event: Skift Global Forum (16–18 September 2025).

• 📅 2025/2026 hotel tech event calendar.

• 💼 Hotel tech companies offering remote jobs.

• 💲 RMS comparison spreadsheet.

• 💻 Cloud PMS comparison spreadsheet.

🏨 DEALS & UPDATES

• Mews partners with KLABU to support refugees in Brazil through sports, creativity, and hospitality.

• WebRezPro integrates with GuestTouch, automating personalized guest communication, feedback, and reviews.

• Revenue Analytics partners with Cloudbeds to offer smart pricing tools for hotels and automate rate recommendations.

• Nezasa partners with TrustYou to bring hotel ratings and reviews from over one million properties into TripBuilder.

• Accor chooses Oracle OPERA Cloud as global PMS to manage hotels in 110 countries, aiming to unify operations.

🗞️ HOTEL TECH EXTRAS

• Sirvoy wins Best Property Management System for 2025 by HotelMinder.

• Airlines set new records in ancillary revenue, earning $117.9 billion in 2023. These extra streams, like seat selection to baggage, now make up nearly 16% of global airline revenue.

• Airbnb changes its service fee structure for traditional hotels and serviced apartments. These operators now must pay a 15% fee, similar to most OTAs.

• Oman's $7 million investment in UnderTheDoormat aims to professionalize short-term rentals and set new standards for regulation in the Middle East's tourism industry.

That’s all for today, thank you for reading. If you’ve got feedback or you just want to say something, feel free to reply to this email or send me a message.

If you’re not subscribed yet, you can sign up here. If you’re already a subscriber and want to help out, you can:

• Share it on social media, forward it to coworkers, or follow the LinkedIn page. Every bit helps a lot!

• Move it to your Primary inbox so you don’t miss any editions. Use this guide if you need help.

• Looking for past issues? Browse the full archive here.

See you next week!
Jose