USA | The fourth HPI series has wrapped up in New York, where the subject of AI and its ability to reshape hotel distribution was the focus.
Artificial intelligence is no longer a future trend but a present force reshaping hotel distribution and pricing. That was the central theme of the 4th Hospitality Pricing Innovation (HPI) Series, hosted by 123Compare.me in partnership with the Hotel Association of New York City (HANYC) and Keytel.
Held at Park Avenue Plaza in New York City, the roundtable brought together senior executives, distribution experts, and revenue leaders to examine how AI and data management are rewriting the rules of hotel distribution. The event concluded with strong participation and delivered actionable insights that directly affect hotel competitiveness worldwide.
Panellists agreed the industry is entering uncharted territory, moving from human-driven to machine-to-machine rate negotiations, where bots will soon handle rates, availability, and conditions. Key takeaways included:
- Price integrity is non-negotiable: protecting direct channels against rate disparities is more urgent than ever in an AI-driven world.
- Personalisation has limits: hotels should design experiences based on intent and context, not just fixed profiles.
- Content is strategic: each language not covered by a hotel’s website represents lost demand to OTAs.
- Efficiency through automation: real-time alerts and automated reporting help revenue managers oversee more properties with fewer errors.
- Value capture at the entry point: whoever controls the guest’s first touchpoint, Google, Apple, or OpenAI, will capture most of the value.
- Experiential travel is rising: AI will aggregate demand for micro-experiences, turning them into bookable products.
“AI is no longer future talk, it’s already reshaping hotel distribution. Hoteliers must act now: organise data, strengthen content, and protect direct pricing,” said Jordi Serra, CEO of 123Compare.me.
“We are proud to have played a pivotal role in organising this first-of-its-kind seminar on the new frontiers of digital distribution. Panellists and attendees alike shared insights that converged into actionable suggestions for the future of distribution,” added Vijay Dandapani, President & CEO of HANYC.
Raúl Álvarez, Global VP Digital Strategy, Innovation & eCommerce at Radisson Hotel Group, highlighted the transformative role of AI.
““Artificial intelligence is redefining how we connect with our guests and strengthen direct bookings,” said Álvarez.
“At Radisson, we see AI not as a distant future but as a 24/7 partner that helps us work smarter, protect price integrity, and deliver value more efficiently. Price integrity builds trust with customers and enhances brand reputation, as travellers who see consistent pricing across platforms gain confidence and are more likely to book directly.”
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