IHG's Chief Commercial & Marketing Officer on Making Hotels Legible to AI
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Hotel content is shifting from marketing material to input data for AI recommendation systems. If IHG's content platform launches as planned, the hotel options corporate travel buyers and travellers see through AI assistants could be shaped by how well content is structured, affecting hotel visibility across distribut…
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- Skift FeedIHG's Chief Commercial & Marketing Officer on Making Hotels Legible to AI
IHG Chief Commercial & Marketing Officer Heather Balsley will speak at Skift Global Forum in New York on September 22–24, 2026, about the hotel group's content overhaul aimed at AI recommendations. She said AI tools are only as helpful as the content they draw from, so hotel content must go beyond basic descriptions and amenities to be rich, accurate and relevant, helping AI understand what makes a property unique and match it with the right guest. Later this year IHG will introduce a new platform to transform how hotel content is structured and managed, strengthening digital signals that help its hotels be surfaced and recommended by AI tools. She also frames AI as the next discovery shift…