Innovation

💡 Munich, 23 September 2025 – Apaleo launches the first MCP Server, enabling AI agents in hospitality to perform complex tasks across systems without custom coding. The MCP standardizes interactions with hotel data, overcoming tech fragmentation and enhancing scalability. Apaleo’s platform supports co-creation with hoteliers, reducing deployment time from weeks to days. CitizenM’s Mike Rawson praises MCP's potential to redefine hotel operations. Apaleo supports over 2,000 properties globally, offering a modular, API-first management platform.

😯 OpenAI's #ChatGPT is now integrated with #ecommerce, offering a list of 4 "healthy" cereals in the US. Each cereal brand is clickable, linking to product pages on Walmart and Target. Users can directly access "Add to Cart" pages, raising questions about the role of #SEO and #SEM. Is this a new form of #Adwords for #ChatGPT? The intersection of #ChatGPT with #Shopping and #SearchEngine is intriguing.

🛠 Landed in Miami at 10:30 PM, the traveler struggled with an online check-in process involving six screens. Despite digital promises of speed, the check-in felt redundant, with repeated requests for name, address, and credit card. By 11:15 PM, at the hotel desk, card and ID were required again. The observation is that most check-ins prioritize data reporting over guest convenience, turning the process into a cumbersome task rather than a seamless experience. #HotelTech #GuestExperience

💸 Airbnb claims to be the cheapest distribution platform for hotels with a 15% commission, but this is disputed as brand agreements with OTAs often offer lower rates. For independent hotels, the focus should be on direct bookings via brand.com, emphasizing the benefits of loyalty programs and consistent pricing. This approach minimizes third-party haggling in case of issues. Hoteliers are encouraged to leverage AI for effective messaging and control over distribution.

🗺️ Propellic's new research, releasing next week, reveals that in AI Mode, less than 10% of clicks go to OTAs like Viator and GetYourGuide. Most links direct to operator sites, blogs, or Google business listings. This shift is surprising given OTAs' dominance in traditional search. The findings highlight Google listings' growing importance for operators. Research credits go to Brennen Bliss and Eric Van Buskirk. Full results will be discussed in a webinar on Tuesday, September 9.

🤖 Did you know that AI-driven LLMs are increasingly integrated with Metasearch platforms? Depending on the prompt, they show real-time hotel prices: Gemini uses Google Hotel Ads, and Perplexity uses Tripadvisor. This integration enhances real-time visibility and underscores the growing importance of connecting your rates. The future of travel may shift from website bookings to direct interactions via LLMs or AI agents. Don't miss this impending transformation in travel distribution!

📈 In a recent Morning Consult report, fewer than 50% of travelers feel valued by loyalty programs. Accenture reports 89% prefer personal rewards. Hotels struggle with fragmented systems, unlike gas stations with simple, real-time recognition. Hotels run over 20 systems, leading to guest dissatisfaction. Bridging this gap requires integrated data platforms, staff training, and AI for real-time insights to improve guest experiences and enhance loyalty.