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In 2026, here’s the ultimate digital marketing playbook that I think hotels should adopt: The Trust-led Multichannel Growth (TMG) approach.

Google’s Performance Max (PMax) campaign type offers a highly automated way to reach customers across all of Google’s channels, including Search, Display, YouTube, Gmail, Discovery, and Maps.

AI is transforming industries, and hospitality is no exception. From revenue optimization to real-time guest messaging, the applications are endless. And while the buzzword of the year is undeniably “AI,” the data tells a different story: human touch remains irreplaceable.

Based on extensive industry research and expertise from EHL faculty members and the EHL’s renowned network of industry leaders, the EHL Insights Report: Hospitality Outlook 2026 offers an in-depth perspective on where the industry is heading in the coming years.

Earlier this week, I found myself at Expedia Group’s Roman offices, seated across from Elisa Ragno for Guess the Guest. The plan, at least on paper, was simple: talk about AI and hospitality. What happened instead was closer to a dérive, a drift across the borderlands where travel, technology, and human complexity leak into each other. Elisa had the admirable courage to ask real questions and the even greater courage to let me answer them without a safety net.

An important guiding principle for hotel design, in-room features and public amenities is, “As one does at home, one will soon expect at hotels.” What this implies is that if hotels are not keeping up with the trends, then they are either losing bookings or will have a hard time growing nightly rates beyond what the commoditized market-determined price commands.

In an industry defined by rapid change and relentless competition, leadership transitions can determine whether a hospitality firm adapts or falls behind. This article unpacks how CEO turnover can become a lever for innovation, exploring who drives the boldest transformations, which organizational structures amplify or constrain them, and what these dynamics mean for boards shaping the next generation of leaders.

Because in 2025, leadership isn’t measured by how many hours you clock in or how many pipeline reports you generate. It’s measured by your influence. And influence lives here, in the conversations, stories, and ideas you share with the world.

Across the USA, hotels are rethinking the traditional travel-size toiletries placed in every room. These small bottles have been a familiar part of the guest experience for decades, yet most guests only use a portion of what’s inside. Once opened, the bottle can’t be reused — it must be thrown away, along with any leftover product.

There’s an explosion of talk about AI in hotels, but very little actual application. Or is there? AI has been coming to hotels for a while, but not in the flashy, headline-grabbing way many expect. There won’t be a moment when a chatbot takes over the front desk or a robot manages your F&B logistics overnight. Instead, AI is creeping into every corner of hotel operations in small, incremental ways. Quietly. Invisibly. Often without anyone calling it AI at all.