From lawsuits against OTAs to AI transforming search and marketing, last week’s news offered plenty of takeaways for hoteliers preparing for a busy second half of 2025. Here’s what you need to know right now - and how to stay ahead of the curve.
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Google’s LLM, Gemini, now powers Hotel Ads within its AI‑driven overviews — including the new AI Mode in U.S. search results. This shift is changing how travelers research and book hotels. Instead of typing short keywords, users are asking rich, conversational questions like “Things to do in Nashville this weekend with foodie friends.”
For hoteliers, this evolution means two things:
Metasearch visibility is critical. Ensuring your rates and content are optimized on Google helps capture traffic from AI‑driven booking journeys, where competitive visibility can make or break direct bookings.
Traditional SEO alone isn’t enough. Hotels relying solely on old keyword strategies risk losing visibility if they don’t adapt to AI‑powered search behaviors.
Discover how Google Gemini impacts metasearch strategy
Read Christine Malfair’s take on AI Mode for hotel marketing
Amazon Prime Day isn’t just about gadgets anymore — this year it featured hotel, cruise, and car rental discounts. The expansion into travel signals Amazon’s growing ambition in the sector and adds another competitive player for hotels to watch as guest booking habits evolve.
See Amazon Prime Day’s travel move
Consumer preferences are shifting: travelers increasingly value perks like free breakfast at budget hotels and subtle luxury touches at premium properties. With value, quality, and trust driving decisions, hotels should rethink how they package offerings to appeal to cost‑conscious yet experience‑focused guests.
Read more on consumer spending trends
Over 200,000 Dutch consumers have joined a class‑action lawsuit against Booking.com, alleging deceptive practices like fake discounts and urgency tactics. Organized by the Dutch Consumers’ Association, the case seeks up to €1 billion in damages. For hoteliers, this growing mistrust could shift traveler sentiment — and bookings — away from OTAs.
Read more on the Booking.com lawsuit
A Deloitte survey found that 43% of travelers who used generative AI for trip planning booked accommodations recommended by the tools — a wake‑up call for the industry. While major chains are investing in generative AI, many independents risk falling behind. As Max Starkov, Hospitality & Travel Technologist and Digital Strategist, noted in his LinkedIn post, “Most hotels won’t act — and that’s the opportunity.”
Read more on Deloitte’s AI travel survey
See Max Starkov’s LinkedIn post
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