Revenue Management & Channel Opt

In his groundbreaking book, The Third Wave, Alvin Toffler painted a vivid portrait of a world in metamorphosis—a civilization shedding the rigidity of industrialism to embrace the fluid, fast-paced rhythm of the Information Age. He envisioned a society no longer defined by smokestacks and assembly lines, but by hyper-communication, data streams, decentralized power, and the rise of the prosumer—individuals who both produce and consume.

We’re starting to drown in AI slop: LinkedIn posts and articles that are entirely AI-conceived (and possibly executed). They look like content, but they’re really just a collection of bland, recycled statements with no insights and no opinions. When I finish reading I realize I’ve learned… nothing, to be precise, agreeable nothing.

For years, hotels have been adjusting to search engine optimization (SEO), online travel agencies (OTAs), and metasearch. But today’s reality is different: AI assistants like ChatGPT, Claude, Gemini, Copilot, and Perplexity are becoming the new travel planners.

The first half of 2025 brought the sharpest global hotel rate slowdown since the early post-pandemic years. After two years of steady growth, momentum stalled, and in many markets, prices fell back significantly. But the story isn’t uniform. While most regions struggled, Europe remained resilient, and Japan surged ahead as a clear outlier.

If you’re in hotel group sales, you might be asking yourself: “Why isn’t my outreach working anymore? Cold calls are ignored, email responses are dwindling, and even when planners visit our website, they don’t convert. How do we make sure AI and real buyers actually find us?”

AI, as in artificial intelligence, is the hot topic of the past two years. The experts say we’ve barely opened the door on AI’s possibilities. We all know AI stands for artificial intelligence, and a simple definition of AI, as it applies to customer service and experience (CX), is technology that can think and learn like humans to help solve problems and answer questions, making companies and their employees more productive and efficient.

Last year saw the emergence of a new spectacle, with local residents in some major European tourist destinations undertaking very vocal protests against tourism, often armed with water pistols, to provide an amusing and newsworthy nuisance to some visitors.

In revenue management, we’re trained to play defense: protect occupancy, hedge against cancellations, react to market shifts. But the real magic?

Many hotel managers today aim to shift more bookings to their website — and rightly so. But in practice, website sales often come in short-lived spikes, driven almost entirely by paid campaigns. When ads are the only traffic source, the website becomes a temporary landing page, not a stable sales channel. And while the numbers might look good in the moment, the ROI rarely holds over time.

On July 7–8, 2025, EHL Hospitality Business School’s Lausanne campus welcomed the 9th Hospitality Finance & Economics (HFE) Conference, organized in collaboration with the Center for Urban and Real Estate Studies at Hitotsubashi University and the NUS Institute of Real Estate & Urban Studies. Seventeen researchers from four continents turned each session into a dynamic and insightful exchange on topics ranging from climate risk and affordability to the burgeoning world of digital real-estate markets.