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🗓 En novembre 2024, Sam Altman, fondateur de GPT, predicted that travelers will soon choose accommodations through ChatGPT instead of OTAs. ChatGPT aims to offer unbiased recommendations and transactions, potentially reducing travel booking commissions. By 2026, 50% of searches might shift from traditional search engines to AI-powered platforms. In 2025, 55-60% of hotels utilized AI tools, though only a minority fully integrated them. ChatGPT collaborates with Booking and Expedia outside Europe, offering direct travel queries and bookings.

🗺 Spain, 25 November 2025: At the Spain Talks in Paris, officials unveiled Spain's Tourism Strategy 2030. With 94 million visitors in 2024, this plan aims for sustainability and inclusivity in tourism. Over 200 actors shaped this strategy, structured in 5 programs, 20 goals, and 50 measures. Key initiatives include the Intelligent Destinations Platform and Open Innovation Platform, supporting data-driven transformation. The Nexus project in Andalusia enhances sustainability through AI, benefiting 90% small destinations with €100 million aid to 500 SMEs.

🏝️ Septeo Hospitality, in December 2025, acquired AquaO in France to enhance its Wellness software solutions, aiming for better client experience through a unified suite. AquaO, operating for over 35 years with around 100 equipped establishments in France, joins the 200-site user base of Septeo's Nymphea. Septeo's strategy focuses on European market competitiveness, digital transformation, and AI-driven innovation, positioning them as a leader with over 7000 equipped sites globally.

📊 Amadeus, in partnership with Globetrender, released its Travel Trends 2026 report, highlighting six key trends shaping future travel. Key areas include pet-friendly travel, with the global pet industry projected to reach $500 billion by 2030. Paris-Charles-de-Gaulle Airport has introduced dog-friendly spaces, while SkyePets will offer transpacific flights for pets by 2026. The report emphasizes evolving travel patterns influenced by technology, personalization, and new regulations.

💸 En octobre, le "World Parity Monitor" révèle que dans 33.2% des cas, les OTAs affichaient des prix inférieurs aux sites directs. Avec l'indicateur "Best Offer", cet écart atteint 74.6%. Grandes chaînes ont un taux "Lose" supérieur, mais attirent plus de trafic. Les hôtels indépendants sont plus vulnérables (38% avantage OTA). Pour contrer, il est conseillé de maîtriser les tarifs transmis aux OTAs, vérifier les inventaires et diversifier les canaux de vente.

💻 L'intelligence artificielle révolutionne l'hôtellerie par l'optimisation dynamique des tarifs, augmentant le RevPAR de 5 à 20%. Elle réduit les coûts grâce à l'automatisation des tâches et améliore l'expérience client via la personnalisation. Les chatbots et la maintenance prédictive diminuent la pression sur le personnel, crucial en période de pénurie de main-d'œuvre. Les séjours personnalisés renforcent la fidélisation et augmentent le panier moyen, améliorant ainsi la rentabilité hôtelière globalement.

📈 Béatrice Guedj and Vanguélis Panayotis predict a 10-year restructuring period for the hospitality market, focusing on managed real estate and active investment strategies by 2025-2026. Serge Mesguich highlights premiumization across all asset classes. Hospitality now acts as a diversification pillar, outperforming industrial indices over a decade. Market shifts, like Trump-era tariff increases, will minimally affect European-bound American tourists. European tourism strengthens, with Spain leading the way.