Booking.com CTO Rob Francis initially focused generative AI efforts on enhancing traveler experiences, but has recently shifted focus toward internal adoption to improve workforce efficiency. He's leveraging AI tools from vendors like Zoom and Google to support employees and emphasizes practical, measured implementation over hype-driven trends. The company has also launched AI features for customers, such as the AI Trip Planner and Smart Filter, while building flexible infrastructure to experiment with different large language models (LLMs). Francis aims to modernize Booking.com's tech stack to support the company’s broader vision of enabling seamless, connected travel.

Key takeaways

Shift in focus: Booking.com is now prioritizing internal use of generative AI tools after initially targeting customer-facing features.
Strategic AI adoption: Francis supports using widely adopted SaaS AI tools to improve internal workflows and efficiency.
Customer-facing tools: AI features like the Trip Planner and Smart Filter use LLMs to help travelers find personalized options.
Cautious rollout: The company deliberately avoided early generative AI hype, focusing on creating richer customer experiences.
Flexible infrastructure: Booking.com has built an orchestration layer to easily switch between AI models like OpenAI, Anthropic, and Google.
Tech modernization: Francis is leading a revamp of the company’s tech stack to support its broader vision of a “connected trip.”
Personal motivation: A seasoned tech leader, Francis was drawn to Booking.com by his family’s love of travel and the opportunity to innovate in a meaningful space.

The U.S. travel industry is facing a significant challenge as international tourism to the country is expected to decline in 2025. A large part of this decline is tied to both political factors and negative sentiments toward the U.S., contributing to decreased foreign visitation. This downturn could impact the U.S. economy, which heavily relies on foreign spending, particularly in services and tourism.

Key takeaways:

The U.S. has a large surplus in services, including foreign visitor spending, which reached $254 billion in 2024, a major contributor to the economy.
However, a decline in international tourism is expected in 2025, as some travelers are opting for other destinations or staying home.
Factors contributing to this decline include negative sentiments about U.S. politics, especially President Trump’s rhetoric toward foreign nations, and the potential for heightened scrutiny at U.S. airports.
In March 2025, international arrivals dropped nearly 10% compared to the previous year, and non-essential business trips from Canada to the U.S. are being reduced.
The economic impact could be significant, with up to $20 billion in retail spending at risk, potentially reducing U.S. GDP by $90 billion, according to analysts.

Jusqu’à très récemment, je n’utilisais à peu près jamais ChatGPT pour mes besoins en création de visuels. Ce n’était clairement pas sa force, en grand partie en raison de l’outil qui générait ces images, soit Dall-e, qui appartient également à OpenAI.

Ainsi, je préférais utiliser des outils comme MidJourney ou Flux pour créer des images, que je trouvais plus réalistes ou plus créatives en général. Moins d’erreurs, aussi. Vous savez, comme ces individus avec des mains à six doigts ou un couple s’enlaçant sur la plage et où on voit cinq jambes pour ce couple…

Mais depuis le 25 mars dernier, une petite révolution s’opère. ChatGPT a lancé sa fonctionnalité « Image Generator » disponible pour l’instant que pour les abonnés qui ont un accès payant (Plus, Teams ou Pro), avec la version 4o. Et là, on est clairement ailleurs!

In 2025, the most crucial metric for EMEA hoteliers to track is their email capture rate. This metric is foundational for driving personalized guest experiences and successful direct booking campaigns, which in turn directly impact a hotel's revenue and profitability. Mastering email capture ensures you’re not missing critical engagement opportunities that can convert potential guests into loyal customers.

Key takeaways

Email capture rate measures the percentage of guests from whom valid email addresses are collected.
High capture rates enable personalized communications, increased direct bookings, and stronger guest relationships.
EMEA hotels have the highest global database growth (50% YoY), though OTA-masked emails still dominate 34% of records.
Captured guest emails generate an average of $5.89 in revenue per email.
To improve email capture rates, hotels should: Train staff to ask for and verify emails. Create multiple touchpoints during the stay to collect emails (e.g., Wi-Fi, restaurant bookings). Request emails at checkout for feedback and future offers.

"The emergence of generative AI has transformed the marketing landscape, shifting AI from a niche skill to an essential tool accessible to all marketers. Once reliant on specialized IT teams, marketing departments can now independently implement AI solutions, thanks to user-friendly tools. This shift has led to widespread adoption, new hiring priorities, and deeper integration of AI into marketing strategy and operations.

Key takeaways

AI adoption has accelerated rapidly: Marketers now use gen AI for everyday tasks like content creation, while departments are hiring AI specialists to build in-house solutions.
Skills and hiring are shifting: Demand for AI-related skills nearly tripled between 2022 and 2023. Marketing roles increasingly include AI expertise alongside traditional skills.
Tool ownership and strategy are now executive-level responsibilities: Senior marketing leaders are expected to manage AI tools strategically, with 84% researching and recommending new technologies.
Decentralization is key: To fully leverage AI, executives must advocate for more autonomy in tech decision-making and budget allocation.
AI is a strategic force multiplier: The most successful leaders won’t treat AI as a novelty but as a core capability embedded across operations, enhancing - not replacing - human judgment.

Kayak, the metasearch engine for travel, is ramping up its efforts in AI to maintain its relevance in the evolving travel industry. It recently launched Kayak.ai, a "test lab" for experimenting with AI-driven features to make the platform more personalized and conversational. Kayak.ai is designed to cater to AI enthusiasts and travel hackers, offering an advanced, real-time, conversational search engine distinct from Kayak’s standard interface.

Key takeaways

Kayak.ai: A new experimental AI platform by Kayak, aiming to improve personalized, conversational travel search using real-time data.
AI integration: Kayak has been incorporating AI into its services (e.g., Price Check and Ask Kayak), with plans to expand AI’s role through Kayak.ai.
Real-time pricing: Kayak.ai’s search engine distinguishes itself by offering real-time pricing in its conversational search, unlike traditional cached data.
Agentic AI: Kayak envisions integrating "agentic AI," similar to ChatGPT’s ability to book travel, and sees partnerships with major AI platforms like Microsoft Copilot and ChatGPT.
Future of AI in travel: CEO Steve Hafner predicts that large AI engines may eventually replace many third-party travel sites, offering efficiency and monetization opportunities.
User loyalty: Kayak is focused on direct consumer service while exploring AI-driven partnerships as a side initiative, acknowledging its potential to become a larger part of its business.

While generative AI grabs the spotlight, it’s predictive AI that quietly delivers the strategic edge hotels need - helping them anticipate guest behavior, personalize incentives, and drive deeper engagement and loyalty.

Key takeaways

Predictive AI drives personalized guest experiences by analyzing behavior across channels and triggering timely, relevant offers instead of generic rewards.
Real-time personalization boosts loyalty - e.g., offering spa perks to a business traveler now booking leisure stays.
Early detection of guest disengagement helps re-engage them through timely, targeted actions like reminders or special offers.
Predictive vs. Generative AI: Predictive AI sets the strategy (what, when, to whom), while generative AI handles execution (how the message is delivered).
Unified data is essential - fragmented guest information weakens AI effectiveness; centralized profiles enable smarter personalization.
Ethical personalization matters - brands must respect guest preferences and ensure transparency to maintain trust.
Strategic use of predictive AI leads to better retention, guest satisfaction, and revenue - giving a competitive edge to early adopters.

In the digital age where online travel agencies (OTAs) dominate, many hoteliers underestimate the power of the voice channel. However, Revinate’s 2025 Hospitality Benchmark Report highlights that phone bookings not only convert better but also yield higher revenue per booking. Yet, many hotels fail to maximize this potential, missing out on personalized service and guest loyalty.

Key takeaways

The voice channel outperforms all other hotel marketing channels in conversion rate (around 50% in North America).

Many hotels underutilize the voice channel, leading to lost opportunities for revenue, guest data collection, and relationship-building.

Voice bookings are ideal for luxury travelers or guests with complex needs who value human interaction.

Reservation sales technology can boost performance through: Lead capture and follow-up strategies ($12.07 per email captured). Real-time coaching for agents to improve booking success.Warm transfers and reduced wait times for better guest experience. 24/7 coverage via RezForce, ensuring no call goes unanswered.

Hotels using these strategies saw $1,748 in incremental revenue per room annually through voice-based outbound calls.

Morningstar has halved its 2025 revenue growth projections for major online travel companies - Booking Holdings, Airbnb, Expedia, and Tripadvisor - citing economic concerns such as President Trump’s tariffs and weakening consumer sentiment. Despite their varying levels of competitive advantages, all four companies are expected to experience significantly slower growth than previously forecast.

Key takeaways

Lowered growth projections for 2025:

Booking Holdings: 3.5% (down from 8%)
Airbnb: 5% (down from 10%)
Expedia: 3% (down from 6%)
Tripadvisor: 4% (down from 6%)
Economic factors: Tariffs and softening U.S. consumer sentiment are main reasons for the revised outlook.

Travel vs. economy: Historically, travel outpaces GDP growth, but it's still vulnerable during downturns.