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6 AI Predictions for Hotels in 2027
How Guests Will Find, Compare, and Book Hotels, and What You Can Do Now.
Date
Tuesday 1 December 2026
Sessions
11am · 2pm · 4pm UK
(12pm · 3pm · 5pm Central European time)
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Free · Tuesday 1 December 2026 · Same content in each session. Times shown for UK and Central European time.
Trusted by leading hospitality brands
Why it matters
How will guests discover and book hotels in 2027?
AI is reaching customers through search habits they already have.
More guests will encounter AI in familiar search tools.
AI can shape what guests learn about you from a branded search.
As AI gets better customers won't feel the need to search beyond the recommended shortlist they are presented by AI.
What you'll learn
The six trends
01
Search will start before the search box
Agents will start to proactively recommend hospitality businesses based on known preferences and needs
02
The AI “generation gap” will narrow
More guests will encounter AI in familiar search tools
03
AI visibility will become much more measurable
Visibility • Accuracy • Bookings
04
Hotels will join the AI conversation.
Hotels will have the ability to be more involved during the discovery phase in ChatGPT
05
The booking is in the detail.
Detailed answers will help hotels make the shortlist of recommendations
06
From discovery to transaction
AI will start to handle the transaction in significant numbers
What to do
The booking is in the detail
Greater levels of published detail can represent a significant competitive advantage
Explain why the product's great for them. Explain what you've considered about their needs. Explain how you've changed things over time based on feedback.
- Make sure your website is compliant with agentic browsing.
- Reduce inconsistencies and ambiguity about your business and the service it offers.
- Identify key guest types and prepare answers for every conceivable question guests ask about staying with you
- Create detailed content specifically about your key guest types.
- Double down on managing rate parity.
- Ensure you have good GA4 tracking in place to identify AI mode bookings
Who this is for
This Webinar Is for You If You:
- Own or operate a hotel or hospitality business
- Lead marketing for a hotel or hospitality group
- Want to understand how AI is changing customer discovery
- Are responsible for SEO, content or digital strategy
- Want practical actions rather than another theoretical AI presentation
Your presenter
Webinar
1 December 2026
Presented by Adam Hamadache
Adam Hamadache FIH is a keynote speaker, advisor and entrepreneur helping leadership teams understand one of the most significant shifts in customer behaviour of the last 25 years: the move from search rankings to AI recommendations.
Through keynotes and leadership workshops across Europe and North America, he translates complex technological change into clear, practical and commercially relevant insights — drawing on nearly two decades of experience in hospitality, technology and digital strategy.
Adam is the Founder and CEO of Formula, a specialist digital agency helping hospitality businesses adapt to the changing landscape of digital visibility and customer acquisition. His sessions leave audiences with a clearer understanding of what is changing, why it matters and what they should do next.
6 AI Predictions for Hotels in 2027
How will guests discover and book hotels in 2027?
How Guests Will Find, Compare, and Book Hotels, and What You Can Do Now.