Revenue Management & Channel Opt

I had the opportunity to take part in a panel at the 9th Fabrique du Tourisme, alongside a representative of global tech and a demanding voice of responsible digital innovation. More than an editorial, what I am offering here is a long-form advocacy piece, intended to justify the uniqueness of our profession—one that should enable it to embrace AI as a tremendous opportunity.

Hotel managers have a significant opportunity to improve their working relationships with meeting planners, ensuring smoother events and driving repeat bookings. By adopting a partnership approach, hotels can move beyond simply providing space to becoming indispensable collaborators. This guide details the 5 C’s of Partnership: satisfying meeting planner needs through Customization, Communication, Collaboration, Consistency, and Check-in.

In a market flooded with promises, awards and endless vendor emails, one signal still cuts through the noise: what other hoteliers actually say.

Amazon has quietly started closing more of its Amazon Go physical stores. The idea was revolutionary: just walk in, grab what you need, and walk out—no checkout lines, no friction, all powered by sensors and AI. Per many studies, if you remove friction you increase consumption. But this didn’t work out.

It’s 8:17 in the morning. You’ve already checked arrivals, glanced at occupancy, answered a question from reception, and flagged a maintenance issue — all before your first coffee is finished. Somewhere in between, you’re also expected to make pricing decisions that will shape your property’s revenue.

You want to change your commercial outcome? You need to change the way you think!

When Marriott CEO Anthony Capuano announced a direct-booking integration with Google’s AI Mode in February 2026, he framed it as a strategic win. However, to understand how this actually pans out, you must look past the press release. This isn’t just a new feature; it is a total shift in the commercial architecture of hospitality.

What if a hotel operated less like a hotel, and more like software?

Wellness isn’t a perk; it’s essential in hospitality.

How can you not enjoy working with a company whose name is NiCE? Seriously, I’ve had the good fortune of working with NiCE for about 10 years. It is one of the largest AI companies for customer experience, working with businesses of all sizes, from SMBs to global enterprises. Recently, I’ve been working with Michele Carlson, senior product marketing manager, on several virtual events. Our most recent one was on the Top AI Trends CX Leaders Must Act On in 2026.