Weekly Insights. January 10, 2026

How is growing third-party control over search, booking, and data reshaping how hotels build and protect guest relationships?

The balance of power has shifted. Google, Expedia, and Airbnb now dominate the booking journey, shaping what guests see, how they book, and even how they are remembered. Hotels that once "owned" the relationship are finding themselves renting access to their own customers, at a rising cost.

This control is not just about distribution anymore; it is about data and influence. Third parties know more about traveler behavior than many hotels know about their own guests. Every click, search, and abandoned cart teaches them how to personalize, retarget, and convert, while many hotels still rely on fragmented systems and generic messaging.

For revenue leaders, that is a wake-up call. Protecting profitability now means partnering tightly with marketing to reclaim the guest relationship. CRM platforms, loyalty programs, and direct-channel personalization are becoming the new revenue tools, not just marketing tactics. The smartest teams are using data to make every direct interaction feel as frictionless and relevant as the OTA experience, but with the brand's story at the center.

The question is not how to compete with third parties but how to reclaim our role as the true owners of the customer experience and rebuild the guest connection that once defined hospitality?

Planning a profitable small hotel: A practical guide for independent owners

A practical guide for small hotels on how to create a business plan. It covers defining the concept and target guests, doing real market analysis, planning staffing and workflows, choosing core tech like PMS, booking engine, and channel manager, building a direct booking strategy, setting pricing rules, and forecasting cash flow and seasonality so the property can control costs, compete with larger brands, and grow sustainably.

The hotelier's guide to evaluating revenue technology

The guide explains how to choose and implement revenue management technology that actually drives profit. It covers building the right data foundation, integrating with PMS, CRS, channel manager, and the booking engine, and selecting an RMS with forecasting, pricing automation, and decision support. It shows how to calculate ROI, plan a phased rollout, align teams, train users, and track KPIs so the tech is adopted and delivers measurable results.

Agentic AI for hotels: What it is, how it works, and what it means for your property

The article explains what agentic AI means for hotels and how to get ready for it. AI assistants are starting to plan trips and complete bookings inside a chat, so hotels need accurate content, live rates and availability, and clean data that connects to their PMS and booking engine. It recommends keeping listings and reviews complete, using structured data, tightening metasearch and direct connections, and measuring results so AI driven discovery turns into direct reservations.

The hidden complexity of hotel technology: What every owner should know

The article explains why hotel technology is more complex than it looks and what owners should watch for. It covers hidden costs beyond license fees, the need for strong integrations between PMS, RMS, CRM, POS, and payments, the risks of vendor lock in, data security and privacy duties, and the change management required for staff adoption. The advice is to map workflows first, define measurable goals, check total cost of ownership, demand open integrations, and govern data well so tech choices support profit and long term value.

Travel industry leaders' 2026 predictions

PhocusWire gathers predictions from travel industry leaders who say 2026 will be shaped by AI driven planning and booking, faster shifts in demand, and a tougher fight for direct relationships. Expect more blended channels across OTAs, social platforms, and AI assistants, stronger use of data to personalize offers, and a premium on reliable content, live rates, and clean integrations so hotels and travel brands stay visible and bookable.

Very Important Pet: the dog-friendly stays boosting luxury hotel revenue

The article explains how treating pets as VIPs can lift luxury hotel revenue. It shows that welcoming dogs with personalized touches and in room amenities increases guest satisfaction, length of stay, and ancillary spend, while opening new marketing partnerships and loyalty opportunities. The message is that a thoughtful pet program is not a nuisance but a profitable differentiator.

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