178 - Bots/Agents change AI all over

How can hotels benefit from bots? Marriott says OTAs are under threat. Comparing billboards with CPM marketing. Growth of chains in Europe. Instagram on…

Nov 5 • Martin Soler

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October 2026

177 - Who's actually asking ChatGPT?

Analysing the big OpenAI data dump? A bigger map of AI travel tech. Aman does merch, Aman style. Gmail is probably moving this email away from view.

Oct 29 • Martin Soler

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176 - The AI Travel Planners Market

How is the world of AI Trip Planners going? PMS Wars. Keyless hotels. Booking’s new AI assistant bet. And more.

Oct 22 • Martin Soler

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175 - Attribution is breaking, completely

So how will we operate without attribution? The new hotel discovery path. The real luxury is effort? Food for thought.

Oct 15 • Martin Soler

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174 - Humans, already serving machines

Can we teach people to care for their jobs? More easy cancellations. Cocktail menu that just works. Google UCP for travel. AI adoption in hotels. and…

Oct 8 • Martin Soler

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173 - Agentic is booking, but

What happens when the trip fails. Agents everywhere. Loyalty and rewards. Plus more

Oct 1 • Martin Soler

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September 2026

172 - UIs are becoming commodities

The value in a great UI is disappearing, they’ll just get generated. AI isn’t conscious. The great disintermediation. Airbnb wants more hotels (should…

Sep 24 • Martin Soler

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171 - What is Ontology for Hotels

Where to begin for hotel AI projects, ontology. Travel Advisors plus AI. Hotel brands becoming merchandise. The history of GDS. and more.

Sep 17 • Martin Soler

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170 - What if we doubled Global Tourism?

So many people at the same place at the same time, can we fix it? AI Agents spamming demand signals. Lufthansa’s 4 futures for travel bookings. America…

Sep 10 • Martin Soler

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169 - The New Battle for the User Interface

Internet made OTAs the “UI” for hotel distribution but will AI be the next one? How product feeds are changing search. First Principles of Distribution…

Sep 3 • Martin Soler

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August 2026

168 - Being Different in Marketing is Overrated

Figure out how to be more relevant not more weird. Reddit spam is loosing relevance to AI. Tourism give vs takes. Customers are more AI savvy than…

Aug 28 • Martin Soler

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167 - Stop Predicting start Preparing

Which PMS has the best AI is a futile question. Hotels and product placement. Booking moving towards the plumbing of travel. When an AI agent goes too…

Aug 24 • Martin Soler

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