Innovation

📈 GEO (Generative Engine Optimization) is revolutionizing digital strategies for hotels by optimizing content for AI-powered search engines. This shift allows users to get specific travel-related answers without visiting websites, impacting how potential customers find information. Cendyn emphasizes that this change affects how hotels should measure digital engagement. GEO presents a significant opportunity for increased visibility in AI-based search environments, prompting marketers to adapt content strategies to align with conversational AI search queries.

💻 Jon Cheniere, CEO of Bowo, spoke about the SaaS platform, founded in 2017, that enhances hospitality experiences by digitalizing customer interactions. Catering to various hospitality sectors, Bowo offers CRM, personalized communication, and upselling tools. The platform shows impressive email metrics: 80% open rates and 30% click rates. Pricing ranges from €3.50 to €12 per room monthly. Future developments include advanced housekeeping modules and AI integration. A 10% discount is available for demo participants mentioning Hospitality Insiders.

🏨 Le Pop Art Hotel, à Tocancipá près de Bogotá, Colombie, propose 90 chambres. Depuis la mise en œuvre de SiteMinder, le système optimise la distribution en ligne, réduisant 8-10 heures de travail manuel par semaine, augmentant les réservations directes de 15-20%. Hotel Solutions a conseillé sur l'intégration technologique, améliorant l'efficacité et les revenus. Andres Rincon, PDG d’Infinity Group, souligne l'importance des stratégies numériques pour la croissance de l'hôtel.

🚗 Zoox, Amazon's robotaxi unit, launched its autonomous taxi service in September 2025 in Las Vegas, covering the Strip and nearby areas within a 5 km radius. The service, accessible via the Zoox app, is currently free and aims to familiarize users before transitioning to a paid model. Key partners include Resorts World Las Vegas and AREA15. The taxis, without a pilot cabin, feature remote assistance and a passenger help button, emphasizing a new transport experience.

🤖 United Airlines, in 2025, partners with Carat and Sightly to enhance real-time marketing using AI. The AI analyzes media and online conversations to identify "cultural moments" for brand communication. This strategy aims to improve United’s image, often tarnished by negative incidents. Initial campaigns, like "Good Leads the Way," show promising results: TikTok CTR tripled and video completion rates rose by over 10 points. United shifts from static planning to dynamic, data-driven marketing.

📱 easyHotel, un pionnier de l'expérience numérique, a lancé une clé de chambre accessible via Apple Wallet à Londres (City Shoreditch) et Paris (Aubervilliers). Désormais, les clients peuvent déverrouiller leur chambre avec un iPhone ou une Apple Watch, simplifiant leur séjour tout en réduisant l'empreinte carbone. Cette innovation offre une expérience fluide, éliminant la nécessité de cartes-clés physiques, et renforce l'engagement d'easyHotel pour des voyages simplifiés.

🖥️ 29% of travel professionals want more technology to enhance work efficiency. Automation tools are desired by 49%, especially in small agencies. AI-based personalization is revolutionary for 34%, notably valued in large companies. A generational shift: 40% of newcomers seek mobile tools compared to 28% of seasoned professionals. Despite 92% job satisfaction, challenges include intense competition, rising client expectations, and time-consuming manual searches. Technology is seen as a holistic solution by 20%, with preferences varying by region, generation, and company size.

💻 Hotels.com reveals that 56% of 450 surveyed hotels globally feel pressured to enhance their tech offerings. Despite innovations like AI concierges and robot butlers, guests struggle with basic tasks like turning on lights. Half of the hotels now provide oral briefings during check-in to aid guest understanding of smart tech, emphasizing connected comfort with features such as smart TVs and Wi-Fi. The study underscores a gap between high-tech offerings and guests' desire for human interaction.

💸 Airbnb, Booking Holdings, Expedia Group, and Trip.com Group spent $5.2 billion on Google advertising in Q2 2025, showing a double-digit increase from 2024. Booking Holdings led with $2.1 billion, Expedia with $1.9 billion, followed by Airbnb at $691 million (with 90% of its business done directly), and Trip.com with $464 million. Booking now collaborates with TikTok, while Expedia leverages AI for search growth, suggesting a shift from traditional Google dependence.

📈 Prism rassemble des marques de l'hospitalité et du « living » comme OYO, Motel 6, et Sunday Hotels, et gère des plateformes comme Innov8 et Weddingz.in. En 2024, Sunday Hotels s'est lancé au Royaume-Uni, ouvrant des sites à Londres, Cardiff et ailleurs. Le nom Prism a été sélectionné parmi 6 000 propositions lors d'un concours international. La transition vers Prism inclut un accent sur l'IA et la data science pour améliorer les performances et l'expérience client.