Cutting through the AI noise: Hospitality's next era

At HITEC 2026, industry leaders discussed AI's impact on hospitality. Keryn McNamara, CIO of Aimbridge Hospitality, said AI helps eliminate middlemen for a frictionless, customized experience. Scott Strickland, CCO of Wyndham Hotels & Resorts, sees AI as an additional booking channel. Floor Bleeker of In2 Consulting believes AI could democratize distribution but questions big brands' value. Lennert de Jong of Another Star thinks fundamentals remain unchanged.