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AI IS ALREADY RESHAPING THE GUEST JOURNEY IN MEANINGFUL AND MEASURABLE WAYS
– LARRY CUCULIC, PRESIDENT &
CEO, BWH HOTELS
Meeting and events demand, he said, is a clear bright spot with
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service hotels seeing an increase in the high single digits and more than 60 % of business for the year already on the books.
AI TAKES CENTER STAGE AI is already reshaping the guest journey in meaningful and measurable ways, said BWH Hotels’ Cuculic. Over the summer, he said, AI-powered tools contributed to a 6 % increase in brand. com revenue and a 16 % rise in mobile app revenue, reflecting stronger engagement with BWH’ s direct channels.
While IHG is still in the early stages of understanding the full potential of AI, said Bulley,“ we’ re encouraged by the positive results we’ ve seen so far.” A forthcoming AIpowered content platform, he said, will ensure the right hotel
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right channels at the right time and in the right language.
Forward-thinking companies, said Nader, will reinvest freedup human capital into elevating the guest experience. He said AI is already influencing the consumer pre-travel journey, especially in the planning and decision-making stages. This is already having an impact on travel traffic patterns, demand flows and how guests discover and interact with destinations and suppliers, according to Nader.
Summing it up, Chambers said,“ Our overall outlook is optimistic.” Early 2026 may be soft, he said, but visibility should improve as group strengthens, inbound travel stabilizes and supply growth stays modest. With better digital reach, tighter cost
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personalization and revenue management, concluded Chambers,“ the back half of 2026 sets up well.”
WE HAVE MOMENTUM ON A NUMBER OF FRONTS
– DAN HANSEN, HEAD OF
AMERICAS DEVELOPMENT,
HYATT HOTELS CORP.
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the booking pace for U. S. full- |