eTourism Trends and News

Seit dem 17. März steh der erste Concierge Lobby Kiosk von Get Local im Novotel Zürich City West. Der digitale Buchungspunkt ergänzt die Rezeption und entlastet das Front-Desk-Personal. Entwickelt wurde das Konzept im Rahmen des Innotour-Projekts «Nationale Buchungsplattform» mit Best of Switzerland Tours, Discover.swiss und Zürich Tourismus.

Housekeepers are the backbone of the hotel industry, but they need a little help to support our business today. Rising guest expectations and the need for greater efficiency have been a drain on housekeepers’ ability to keep pace with the needs of their position. Therefore, many independent hotel operators are reworking their approach to technology to give housekeeping teams a hand.

Entdecken Sie die neusten News und spannende Insight auf der Plattform für die nationale und internationale Hotellerie!

For years, the hotel industry has struggled with outdated distribution models, fragmented technology, and costly intermediaries. But a new movement, likened to "NDC for lodging," is gaining momentum. Inspired by the transformation of airline retailing through New Distribution Capability (NDC), this shift aims to give hotels more control over their inventory, streamline connectivity, and reduce dependency on traditional distribution channels.

The problem with traditional hotel distribution

Historically, hotels have relied on online travel agencies (OTAs), global distribution systems (GDSs), and third-party aggregators to reach corporate and leisure travelers. While these intermediaries offer exposure, they also come with high commissions, limited pricing flexibility, and fragmented data access. Unlike airlines, which have modernized their distribution through NDC, hotels still operate within rigid, decades-old frameworks.

A Which? investigation has revealed significant security flaws in Booking.com’s platform, making it highly vulnerable to fraud. The consumer watchdog found that weak identity verification, lax scam prevention measures, and an easily exploitable messaging system are exposing travelers to fraudulent listings. Some properties listed on the site do not exist, and scammers have taken advantage of these loopholes, leading to numerous complaints from victims. With the Online Safety Act's illegal harm codes coming into effect on March 17, Which? is urging Booking.com to take stronger security measures, including identity verification for hosts, mandatory two-factor authentication for users, and banning external links in messages.

Despite a cautious consumer outlook, the global travel market continues its steady growth, with Europe leading the way in online bookings. This was the key message from Phocuswright Senior Vice President Mitra Sorrells who spoke during the ITB Berlin 2025 tourism exhibition.

Sorrells highlighted that, although travel spending growth has slowed, Europe remains at the forefront of digital travel planning, aided by increased reliance on artificial intelligence (AI) and the ever-present challenge of sustainable tourism.

Online Bookings and Regional Trends
Sorrells noted that Europe is currently the leader in online travel bookings, with 66 percent of European travelers planning and booking their trips through digital platforms. This is ahead of North America and the Asia-Pacific region, which both stand at 63 percent.

According to Sorrells, as more travelers shift to online platforms, social media sites like Facebook and Instagram have become the go-to sources for travel inspiration and bookings. Meanwhile, YouTube and Reddit are also gaining traction, particularly among younger audiences.

TikTok is transforming the way people plan and book their travels, shifting influence away from traditional travel agencies and search engines. The platform’s immersive, visually engaging content enables users to experience destinations before booking, making travel inspiration more accessible and engaging. With a growing and diverse audience, TikTok is not just for Gen Z - users over 30 are actively engaging with travel content and spending more on TikTok-driven bookings. Authentic storytelling, creator influence, and the rise of niche travel trends make TikTok a powerful tool for travel brands and travelers alike.

Key takeaways

TikTok as a travel planning tool: 42% of users have booked a trip or made a travel-related purchase after seeing TikTok content, highlighting its growing influence in travel decision-making;
Authenticity drives engagement: Unlike traditional influencer marketing, TikTok prioritizes raw, behind-the-scenes travel experiences, making recommendations feel more genuine and relatable;
Diverse and expanding audience: TikTok’s user base is aging, with an average age over 30. The platform has over 1 billion users globally, including 170 million in the U.S. and 150 million in Europe;
Higher travel spending: Travelers influenced by TikTok spend nearly $130 (£100) more per trip than those influenced by other social platforms;
Luxury and alternative travel trends: The #luxurytravel hashtag has over 6 billion views, while TikTok also promotes lesser-known destinations to combat over-tourism;
Regulatory challenges: Despite concerns about data security and potential bans, TikTok remains a dominant force in travel marketing, with brands increasingly investing in the platform;
Travel ads & brand success: Companies like Booking.com and TUI effectively use TikTok’s "Travel Ads" to reach users actively planning trips, making the platform a key advertising tool in the travel industry.

Speaking at ITB Berlin, Matthias Schmid, the company’s senior vice president of accommodations, emphasized that generative AI is a revolutionary shift rather than an evolution. The technology enables Booking.com to enhance machine learning models, streamline internal operations, and improve customer interactions at various travel stages. The company has also been experimenting with AI-driven trip planning, post-booking assistance, and agentic AI, positioning itself at the forefront of AI adoption in the travel industry.

Key takeaways

1. Enhanced traveler understanding

AI allows Booking.com to personalize hotel content based on traveler intent (e.g., family vs. solo traveler);
The platform is evolving beyond just "search, book, pay" to assist in the early planning phase of travel.
2. Three core AI applications

Internal productivity: AI tools help software engineers, summarize customer service calls, and enhance employee productivity;
Machine learning improvements: AI enhances Booking.com’s models for pricing, fraud detection, and personalized recommendations;
Traveler intent and personalization: AI improves search results and booking experiences by tailoring property descriptions and recommendations.
3. AI-powered features & expansions

Generative AI trip planner launched in 2023, with smart filters and property Q&As;
AI-powered trip assistant and car rental pick-up assistant launching soon;
Expansion of AI features to European markets after rollout in the U.S., U.K., Australia, New Zealand, and Singapore.
4. AI’s role in data and search evolution

AI integration helps Booking.com process data from various sources, including images and reviews;
The company is integrated with multiple large language models (LLMs) and has built an AI integration layer for security and privacy;
Future search evolution remains uncertain with the rise of generative AI startups.
5. Industry-wide AI adoption & challenges

AI adoption is essential for companies in the travel industry;
Data protection and proprietary information are key concerns;
While AI levels the playing field in some areas (e.g., translations), complex AI applications require significant investment.

With OpenAI’s January launch of Operator, a tool that can book travel, questions have emerged on what changes will come and what industry sectors will be most affected.

As of February 20, 2025, Google officially ended commission-based bidding for hotel ads, changing how hoteliers pay for ads that generate bookings. Previously, hotels only paid a commission when a booking was completed through a Google ad. Now, they must pay upfront for clicks and impressions, regardless of whether those clicks lead to bookings. This shift requires hotels to be more strategic with their ad spending and prioritize first-party data and direct bookings to maintain profitability. Jenna Decker, Solution Architect at Mews, shares insights on how hotels can navigate this transition effectively.

Key takeaways

Commission-based bidding is gone: Previously, hotels paid Google a commission only when a booking was completed. This low-risk model helped maintain predictable costs and cash flow;
New model requires upfront payment: Hotels now pay per click (CPC) or based on a revenue target (tROAS), increasing financial risk since costs accrue before revenue is secured;
Why Google made the change: Stricter privacy laws and the decline of third-party cookies led Google to prioritize first-party data over third-party tracking;
Leverage first-party data: Collect and analyze guest data directly to personalize experiences and refine marketing strategies;
Prioritize direct bookings: Invest in a seamless booking engine to reduce reliance on OTAs and increase revenue retention;
Optimize ad campaigns: Be more data-driven and strategic to ensure a positive return on ad spend.

Amazon, which boasted record-breaking sales during this week's Prime Day event, made headlines for its travel-related offerings, something of a novelty for the company.

While the impact travel deals made on Prime Day results is unclear, the handful of offerings from big name brands including Carnival Cruise Line, Tripadvisor’s Viator and Southwest Airlines begs a slew of questions.

What does the future of travel look like in relation to Amazon? Will the platform become a major player in the industry? And if so, in what form?

Google is still adding AI tools that can help with travel, but a dedicated trip planner expected last summer is no longer on the roadmap, a Google spokesperson told Skift.

The tech giant showcased the trip planner during its annual developer conference in May 2024, and said it would be coming to Gemini Advanced that summer. Gemini Advanced is the paid version of the Gemini AI search engine, which the company released in March 2023 as a competitor to ChatGPT.

Ce 13 mars 2025, dans un billet de blog, Google a annoncé l’arrivée de la fonctionnalité Gemini with Personalization au sein de son agent conversationnel. Celle-ci vise, selon Google, à « fournir des réponses contextuellement pertinentes et adaptées à vos intérêts individuels ». Pour ce faire, le chatbot aura la capacité d’accéder à votre historique de navigation sur le moteur de recherche.

L'intelligence artificielle bouleverse les conflits contemporains en transformant la prise de décision militaire. Entre efficacité algorithmique et perte du contrôle humain, des experts s'interrogent sur l'éthique de cette révolution technologique.
L'intelligence artificielle s'est déployée à tous les niveaux des opérations militaires: logistique, commandement, surveillance, ciblage et armes autonomes. Les exemples récents ne manquent pas. À Gaza, le programme Lavender, utilisé par l'armée israélienne, a identifié près de 37'000 personnes comme combattants du Hamas ou du Jihad islamique. En Ukraine, des algorithmes aident à repérer les cibles ennemies via des caméras installées sur des drones explosifs.

Es war das Schwerpunktthema der ITB Berlin 2025 im Bereich Hospitality: Künstliche Intelligenz, kurz KI. Digital-Experten waren sich einig: KI-Agenten übernehmen schon bald komplexe Aufgaben im Hotel. Daneben standen Tools für Food Waste-Management, dynamische Preise und Serviceroboter. Im Zentrum der ITB-Debatten. Fest steht: KI dringt in viele Bereiche der Hotellerie vor. Hier – einmal mehr – die aktuellen KI-Trends.

Das Bundesamt für Cybersi­cher­heit warnt vor zunehmenden Cyberan­griffen auf Schweizer Hotels und deren Gäste. Angreifer erschlei­chen sich Zugang zu Reservie­rungs­daten und nutzen diese für gezielte Phishing-Attacken.

It takes less than 15 minutes to list a holiday home on Booking.com, with little to no identity verification required. Unlike platforms like Expedia’s Vrbo or Airbnb, which ask for documents like a driving license or passport, Booking.com prioritizes speed and convenience for property owners. This approach has contributed to its massive global presence, processing over a billion bookings annually. However, it has also made the platform highly vulnerable to fraud, allowing scammers to create fake listings and exploit users.

Key takeaways

Lack of identity verification for hosts: No requirement to prove ownership or identity before listing properties. Unlike competitors, Booking.com does not mandate official identification checks;
Widespread scam listings: Hundreds of users reported paying for accommodations that didn’t exist. Investigations found numerous fraudulent listings with long histories of scam-related reviews. Booking.com only removed listings when journalists intervened;
Slow and ineffective customer support: Victims often struggled to get refunds. Booking.com shifted blame to property owners and delayed reimbursements. Refunds were often issued only after media inquiries;
Manipulated review system: Booking.com highlights "most relevant" reviews, often showing positive ones first. Scam warnings from recent reviewers were buried in the "most recent" tab. Following criticism, Booking.com agreed to prioritize newer reviews;
Security vulnerabilities: Scammers exploited Booking.com’s messaging system to trick users into fraudulent payments. Hotels and hosts were hacked, leading to convincing scam emails sent directly from Booking.com accounts.Two-factor authentication (2FA) was introduced but remains flawed.

Despite cautious consumer sentiment, the global travel market continues to grow, with Europe leading the shift toward online bookings. At the ITB Berlin 2025 tourism exhibition, Phocuswright Senior Vice President Mitra Sorrells highlighted key trends shaping the industry, including AI-driven travel planning, rising travel costs, and the growing demand for sustainable tourism.

Key takeaways

Social media drives travel trends: Platforms like Facebook, Instagram, YouTube, and Reddit are increasingly influencing travel decisions, especially among younger travelers;
Travel spending remains strong: Despite inflation and geopolitical tensions, global travel spending rose by 9% from 2023 to 2024 and is expected to surpass $2 trillion by 2026;
AI reshapes the industry: AI-driven tools provide personalized recommendations and real-time travel insights, but consumers demand more accurate data on pricing and offerings;
Sustainability challenges persist: While interest in eco-friendly travel is rising, many consumers struggle to understand what sustainability truly entails in their travel choices.

À l'image de Perplexity, la fonctionnalité AI Mode peut générer une réponse complète à une requête qui, normalement, exigerait plusieurs recherches.

Artificial intelligence is revolutionizing the hospitality industry, integrating automation into hotel services to enhance efficiency and guest satisfaction. At the forefront of this transformation is Climia Benidorm Plaza, the first hotel in Europe to deploy a full team of robotic assistants. These high-tech helpers are redefining efficiency by handling tasks such as check-in, room service, and meal delivery—allowing human staff to focus on personalized guest experiences. Rather than replacing hospitality professionals, AI is reshaping how hotels operate, making stays more seamless and engaging.

Key takeaways

Automation enhances guest experience: Robots streamline hotel services, handling check-ins, luggage transport, and room service with precision, reducing wait times and improving efficiency;
AI complements, not replaces, human staff: While technology takes care of routine tasks, human employees can focus on delivering personalized service, special requests, and meaningful guest interactions;
Personalized stays with AI: Machine learning enables hotels to anticipate guest preferences, offering tailored room settings, dining recommendations, and customized promotions;
Competitive advantage for hotels: Early adopters of AI and automation, like Climia Benidorm Plaza, position themselves as industry leaders, attracting tech-savvy travelers looking for convenience and innovation;
The future of hospitality: AI and human collaboration are shaping a smarter, more engaging hotel experience - proving that technology and hospitality can go hand in hand.

The 2025 Digital Accessibility Index found an average of 297 accessibility issues per webpage during Q4 of 2024 across 400,000 pages on 15,000 websites in different industries including hospitality.

In einer sich rasant verändernden Hotelbranche werden innovative Technologien und neue Vertriebsstrategien immer entscheidender, um wettbewerbsfähig zu bleiben. Mit Ihrer Teilnahme an unserer Umfrage leisten Sie einen wertvollen Beitrag dazu, die Herausforderungen und Chancen von Künstlicher Intelligenz (KI) besser zu verstehen. 

Ziel der Studie ist es auch, branchenspezifische Erkenntnisse zu gewinnen und Maßnahmen abzuleiten, die Hoteliers im Vertrieb unterstützen.