Cutting through the AI noise: Hospitality's next era
At HITEC 2026, hospitality executives discussed AI's impact on the relationship between hotels and distribution platforms. Keryn McNamara of Aimbridge Hospitality believes AI can remove middlemen and provide frictionless, customized experiences; Scott Strickland of Wyndham sees AI as an additional booking channel; Floor Bleeker of In2 Consulting thinks AI will democratize distribution and change loyalty; Lennert de Jong of Another Star is more conservative. The discussion also covered changes in the hotel experience by 2030.
Impact and considerations
Differing views from hospitality leaders on AI reflect potential changes in distribution, guest experience, and operations, guiding hotel technology investment.
Key points
- Aimbridge Hospitality believes AI can remove middlemen and provide frictionless, customized experiences.
- Wyndham sees AI as an additional booking channel.
- In2 Consulting thinks AI will democratize distribution and change loyalty.
- Discussion covered fundamental changes in the hotel experience by 2030.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 22 Jun 2026, 14:00
- Page published
- 12 Aug 2026, 14:24
- Last updated
- 22 Jun 2026, 14:00
- Original links
- PhocusWire All News：Cutting through the AI noise: Hospitality's next era (opens in a new tab)Primary source · en · Published 22 Jun 2026, 14:00