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AI Max for hotels: more reach needs a better brief.

Automation can widen a hotel’s reach. The harder question is whether it brings the bookings the business needs. Start with the room, the guest and the stay dates, then decide what to test.

A hotel’s best campaign is not always its highest ROAS.

A strong ROAS looks good in a report. What remains after cancellations, channel costs and the cost of the stay is more useful when deciding where the next euro should go.

Measure the stay, not just the confirmation page.

A guest books today, changes the dates next week and may cancel before arrival. Your campaign report needs to account for that. Here is how to connect the website, booking engine and reservation data.

AI hotel discovery: make the property easy to understand.

If an AI assistant is helping someone plan a trip, what can it reliably learn about your hotel? Clear facts, useful detail and a convincing reason to stay are a good place to start.

Development: 2026-09-23

Google’s September AI Max update: check the release status.

A product announcement is a reason to investigate. Before changing a campaign, check what is available in your account and what is still being tested or promised.

Development: 2026-09-15

Being seen and being believed are different jobs.

People may discover a story in one place and look elsewhere to decide whether to trust it. New Reuters Institute research gives communications teams a useful reason to revisit what happens after the first impression.

Development: 2026-08-06

AI transparency is now an operational communications issue.

Who approved the AI generated content? Does its use need to be disclosed? Can the team show how it was checked? EU transparency guidance brings these questions into everyday communications work.

The booking begins before the booking engine.

A hotel earns consideration long before a guest selects dates. Positioning, content and the digital journey need to answer the same question: why stay here?

Complex technology needs a clear proposition.

Technical accuracy earns confidence. Commercial relevance earns consideration. Strong technology communication gives each audience both.

Map the decision, then the stakeholders.

A list of influential names will only take you so far. A useful stakeholder map explains who decides, who advises and where a well prepared conversation can make a difference.

Good writing takes a position.

A reader gives you their time. Give them an idea worth taking away. Strong writing finds the argument, supports it and expresses it in a voice that belongs to the person or brand behind the words.