Contact
Login

Q2 - Industry Insights & Key Company Updates

Navarino_GDS Customer

Hospitality Trends & Technology Updates

The hospitality industry is undergoing a profound transformation, driven by the integration of artificial intelligence (AI). From data management and guest services to revenue optimisation and front desk operations, AI is unlocking new levels of efficiency and personalisation.

This newsletter explores the key areas where AI is reshaping hotel operations and enhancing guest experiences. This edition also includes updates on the technology trends, along with a closer look at emerging travel trends based on Google data and available training courses for you to take on AI.

  • Google’s AI is now generating full day-by-day travel itineraries in response to user searches, pulling content from media, blogs, OTAs, and tourism boards.

  • Generative AI and chat-driven search are reshaping how guests discover and book travel. Tools that plan trips and offer live pricing—inside the search experience itself—are gaining traction, with ~40% of travellers already showing interest based on the latest Phocuswrite report on Travel Innovation and Technology trends.

  • What this means for hotels:To remain visible in these emerging AI-driven booking channels, hotels must ensure their availability, rates, and content are structured and up-to-date—ready to be picked up and displayed by AI systems in real time.

  • Navarino’s  is looking to test AI search environment with a specific customer via our consultant. The goal is to observe how AI-powered search pulls and displays content and rates across different devices.
  • Relevant Content:

    To be discovered, hotels need to go beyond static search queries and create content across their website, blog, social media, and online profiles that answers real, situational questions travellers are asking. For example, rather than relying on a generic attractions page, creating a guide like “Top 10 Family-Friendly Activities Within 5 Miles of Our Hotel” and publishing it on the website is far more relevant and engaging.

    For special offers, promotions, or targeting specific markets, encourage your hotels to create dedicated landing pages for key guest segments—such as “Family Adventures in Cornwall.”

    The clearer and more consistent your message, the more likely it is that AI will recognise and amplify it across search and discovery platforms.

  • Metasearch:
    Hotels shoudl list their rates on metasearch platforms, which use AI to serve search results. These platforms use AI algorithms to compare and display the best rates to users.

  • Hotel website offer pages:
    AI can pick-up offers and prices from the hotel website. For example, a dedicated Summer Offer page with content that includes stay dates, pricing, bedroom upgrade charges and added value will populate an AI search on
    Perplexity with the query ‘What offers are there for stays in August 2025 at Millstream Hotel?’.
  • Google and Apple Business Profiles:
    These profiles are critical assets in how AI finds, ranks, and recommends your hotel. Keeping them accurate, detailed, and engaging directly supports AI-driven discovery and bookings.

Choice Hotels Showcases AI Strategy at MasteryX Summit

Choice Hotels is  expanding their use of artificial intelligence to automate hotel operations. The company is also experimenting with generative AI Search to streamline guest interactions, inventory management, and decision-making across all properties.

HotelPlanner.com Introduces AI Travel Agents

HotelPlanner.com has launched AI travel agents capable of engaging in realistic, two-way conversations in 15 languages. These AI agents have managed 40,000 inquiries in their debut month, generating £150,000 in revenue. They can make recommendations, check availability, offer prices, and process payments, providing seamless customer service around the clock.

Sabre Rolls Out SynXis Concierge.AI in Booking Engine
Sabre expanded its SynXis Booking Engine with a new generative AI layer called Concierge.AI. Features include multilingual chat, automated emails, social and voice assistant integration, all aimed at reducing booking friction and increasing guest engagement through personalised, AI-driven interactions.
This feature is still in Alpha and their goal is to go into pilot in Q4 2025.

The following is a brief introduction and summary into popular AI channels. The landscape is progressing rapidly with AI search a genuine growing change in user habit to the traditional Google search.

  • ChatGPT:
    Probably the most well-known AI search engine, it can be used without being logged in. 3.8 billion monthly visits. Requires users to be logged into the Claude AI assistant. 76.8 million monthly visits.

  • Copilot (Microsoft):
    This is integrated within Microsoft’s Bing search engine and is also accessible as an App for Microsoft users on laptop or PC. 33 million monthly users.

    This was in the news in early 2025 with much coverage on its creation with a much smaller budget than rival tech companies. 277.9 million monthly visits with a high propensity in China.

  • Gemini (Google):
    Gemini requires users to be logged into Google to use the tool and will no doubt be using machine learning to harvest user data and subsequently target advertising on the likes of Google search and YouTube. It has 267.7 million monthly visits.

  • Meta AI:
    This AI search engine and assistant is live across the Meta platform for users of Facebook, Instagram, WhatsApp and Messenger. The sheer scale of Meta ensures this is second in usage volume only to ChatGPT. 1 billion monthly users.

    Features a travel section that launched in March 2025 and does not require to be logged in. Partnerships are in place with Tripadvisor for reviews and SelfBook for reservations. One to watch within the travel sector. 153 million monthly visits.
  • SBE sub source codes:
    A list of standardised sub source codes has been created to enable consistent tracking not only with SBE usage data in GA4, but bookings made populating the Channel Production Report. Hotels are unlikely to be tracking this effectively and this will enable insight into Google Business Profile activity; it can also provide useful data on hotel marketing spend, such as Facebook advertising.

  • Google Organic impressions. In recent weeks it has been noted that Google has been changing the percentage of times it features the Google Organic rate and the order it is displayed. Plus, look out for different names of the Google search button, with ‘Check Availability’ and ‘Book Now’ among variances noted. Both are being researched.

  • Mobile usage is growing but desktop generates more revenue. Despite the growth of SBE mobile usage, desktop still generates more revenue and a higher conversion rate. Aviator is a good example, with desktop having 36.1% of users but 64.6% of booked revenue.

Why Your Booking Engine Cancellation Rate Matters:

  • A key metric every hotel should be tracking is the cancellation rate of direct reservations via the booking engine. Ideally, this should be under 10%—half the cancellation rate of OTA bookings, which typically range between 20% and 25%.

  • Direct bookings made through the SynXis Booking Engine (SBE) not only deliver higher profit margins compared to third-party channels, but they also carry less inventory risk, as they’re less likely to be cancelled.

  • To monitor performance effectively:

    • Compare year-on-year cancellation rates to spot trends.

    • Track room nights and revenue tied to cancellations.

    • Promote advance purchase offers—these can outperform OTA BAR rates and help reduce cancellations

    • Important: Be aware of operational inconsistencies—reservations made over the phone or in person are sometimes cancelled in the PMS but not updated in the Navarino CRS, which can skew reporting. Ensure staff are trained to cancel correctly across systems.

  • By focusing on this often-overlooked metric, hotels can unlock real revenue opportunities and reduce unnecessary risk.

 

 

The Learning Corner

Several platforms offer free AI courses specifically tailored for hoteliers and professionals working in the hospitality industry. These courses cover a range of topics — from the basics of artificial intelligence to its real-world applications in hospitality and tourism.

By enrolling, you’ll gain insights into how AI technologies such as chatbots, personalised guest experiences, and automation can enhance service delivery and improve operational efficiency.

Below you’ll find a selection of free courses you can register for to learn more about AI and its impact on hospitality.

AI_Navarino_Hotels

AI in the Hospitality Industry – by UNWTO & IE University – United Nations Tourism Academy

  • Platform: Tourism Online Academy
  • Overview: Learn how AI is shaping tourism and hospitality, with real examples from hotels and travel companies.
  • UNWTO Tourism Academy

Google AI Academy :  Learn essentials AI Skills. 

AI in Hospitality Management – Oxford Home Study Centre

  • Start Date: Available anytime (on-demand)
  • Overview: Learn how to use ChatGPT and other generative AI tools for guest communication, upselling, and operational efficiency.
  • Format: Self-paced video modules
  • Oxford Home Study Centre Website 
 
 

Summer Period - Google Travel Trends

  • Despite economic uncertainty, travel intent is still high for Summer
  • Summer travel intent remains high with 73% of Europeans planning a summer trip and 63% planning multiple trips.
  • Summer months are key to success with  30% of all summer travel queries and 73% of all Hotel Ads clicks occurring across Jun-Aug.
  • Seasonality is market dependent, with peak demand occurring in July for DE, UK and NL and August for ES, FR, IT.
  • Economic and political conditions see a decline in EU travellers to the US but an increase in appetite for US to EU travel, creating strong demand for EU destinations this Summer.
  • Summer months are key to success with 30% of all summer travel queries and 73% of all Hotel Ads  clicks occurring across Jun-Aug.
  • Travel Plans are still Open To Influence:
    Travellers are still open to being influenced with 42% of travellers still finalising their plans.
  • Uncertainty may lead to more last-minute booking behaviour.
  • Travellers are seeking value for money (deals & discounts) even as budgets remain steady or even increasing YoY. Member rate and special offer discounts are key during the summer season.
  • Many EU travellers also plan to travel in
    September, driven by desire to
    avoid extreme temperatures with the peak 
    demand occurring in July for DE, UK and NL and August for ES, FR, IT.
  • Uncertainty may lead to more last-minute booking behaviour.
  • To capture this demand, hotels should create engaging, informative content that answers travellers’ questions and showcases experiences. Highlight flexible booking options, last-minute deals, and real guest stories to build confidence and convert indecisive browsers into bookings.

Company Highlights

Retail Studio

  • We’re proud to announce that on April 22nd,
    Navarino officially launched its first-ever Retail Studio
    solution in collaboration with The Last Drop Village Hotel & Spa!

  • A big thank you goes to Sarah Creed, who worked closely with Lynne, Sabre, and the hotel team to transition their offerings from dynamic packaging to the new Retail Studio solution. The

  • Sarah will soon be sharing best practices and implementation guidelines as well as estimated timelines to help other teams members learn from this successful rollout and apply the insights to future projects..

  • Performance Highlights:

    The Last Drop Village (YTD 2025);

    • +20.8% increase in weekly revenue since launching Retail Studio.

    • 4x more breakfasts sold per week

    • Now able to sell new digital products such as spa treatments and event tickets, all easily managed through Retail Studio

    • Booking journey streamlined to Breakfast,
      Room Only, Dinner, and Member Rates, improving clarity
      and ease of use

    • Customers can now build their own packages with a more intuitive shopping experience and modern display

  • This launch marks a significant milestone in our
    digital journey. Stay tuned as we continue to roll out Retail Studio across more properties — and look out for Sarah’s upcoming implementation guide!

Irish Hotel Federation

  • Navarino joined the Irish Hotels Federation in May, as part of a strategy to grow our presence in the market.

  • This membership comes with great opportunities for us as we will exposed to different events in the coutnry that will help us network with hoteliers and hospitality consultants.

  • As a next step we are looking to attend their Annual Gala that takes place in Dublin in February 2026.

  • Until that time we are looking at different marketing activities with the IHF to help us build brand awareness in the country.

  • Check out our profile page:
    https://lnkd.in/eiHQm7Qi 
 
 
 
 
 

Booking Widget

  • We’re excited to share that Navarino’s Booking Widget has now been implemented in 13 properties, with 20 more currently in progress.

     

  • The widget currently contributes to an average of
    17% of total booking engine revenue, with mobile users driving the highest share of traffic and conversions.

     

  • While the tool tends to drive a slightly lower ADR compared to the full booking engine, this is an intentional part of its performance. The widget is designed to promote BAR and Member Rates, catering to users seeking a faster, more streamlined booking journey.

     

  • We’re continuing to evolve the tool, and since its initial re-launch last year, we’ve added several new features
    to enhance functionality. Our next major milestone is to make the widget fully bookable, and we’re working towards launching this version in the coming months.

The sunday Times_Best Place To Work 2025

Team Work

Dear Team,

Back in February, we invited you all to take part in The Sunday Times “Best Places to Work” survey. Thanks to your support and the honest feedback you shared, Navarino was officially recognised as one of the UK’s Best Places to Work in the Small Organisation category

This prestigious recognition is a direct reflection of your effort, your passion, and your continued motivation. It is thanks to your engagement that we’ve achieved this incredible milestone together.

To give you an idea of the scale: more than 500 companies across the UK applied to be considered in the Small Organisation (10–49 employees) category this year.

Each company had to undergo a rigorous two-stage assessment process, which included a comprehensive employee engagement survey—focusing on areas like workplace culture, leadership, values, wellbeing, and opportunities for growth. Only those with the highest overall scores, based on real employee responses, made the final list. The results of the survey were incredible.

Not only did we achieve excellent scores across all key areas, but the feedback also highlighted what we already know—that our people are at the heart of our success.

On behalf of the Company, we want to thank each and every one of you—not only as individuals but also as team members,  leaders, mentors, and champions of the culture we continue to build together.

Your commitment to making this a great place to work has paid off in the best possible way. This award is something we all share. And you should be very proud. 

Check us out on LinkedIn

This month, we have two exciting announcements to share on LinkedIn, celebrating the incredible people who are part of our Navarino family. Don’t miss the news—be sure to check out our profile.

As always, your engagement plays a key role in spreading the word about the great work we’re doing. It only takes a few seconds to show your support—every like, comment, and share strengthens our online presence and increases our visibility.

If you’d like to share relevant industry content on LinkedIn, please reach out to our Head of Digital Journey. We’re always happy to highlight customer success stories, industry trends, or anything you believe would be valuable for our audience.

Thank you for being an essential part of our journey. Let’s keep growing and making an impact—together!

Take me there