HOSPITALITY INDUSTRY INSIGHTS

For years, Indonesian hoteliers have been fighting the same digital battle: “Why is my hotel cheaper on Booking.com than on my own website?” It sounds like a simple pricing problem. It isn't. It is a marketing problem, a distribution problem, a revenue problem—and increasingly, an AI problem. In 2026, the global hotel industry is beginning to respond with something more sophisticated than manually checking OTA prices every morning. Hotels are starting to use artificial intell

The way travelers discover and book hotels is changing faster than ever. For decades, hotel distribution revolved around familiar channels such as online travel agencies (OTAs), metasearch engines, brand websites, and global distribution systems (GDS). Today, a new player is reshaping the landscape: artificial intelligence. As AI assistants like ChatGPT, Gemini, Claude, and other conversational platforms become part of travelers' daily lives, hotels are entering a new era whe

Booking Holdings is creating a dedicated B2B business unit that combines the partnership operations of Booking.com, Agoda, and Priceline into a single organization. The initiative is being overseen by Agoda CEO Omri Morgenshtern, marking one of the biggest structural changes in Booking Holdings' history. Key Highlights Unified B2B organization Booking Holdings is consolidating its B2B businesses into a formal legal entity rather than operating separate partnership teams under