At HITEC 2026, hotel leaders described how AI erodes brand distribution advantages while forcing renewed attention on in-property guest experiences and operational efficiency. Panelists from Aimbridge, Wyndham, and others outlined concrete shifts already underway.
Accenture and Phocuswright data show most travelers open to AI for discovery and planning yet reluctant to surrender booking or payment control. Brands respond with hybrid tools while loyalty shifts toward real-time relevance.
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