What Has Changed Changes Everything

Rethinking hotel commercial strategy in an AI-driven world - from an outside-in perspective, unlocking growth opportunities across channels.

A lot has changed in how travellers discover and book hotels.

AI is beginning to influence how hotels are found.
Distribution has evolved, with blurred lines between channels.
And technology is more powerful than ever - yet often still used in isolation.

At the same time, many commercial teams continue to operate in silos, limiting their ability to fully capitalise on these shifts.

This session is designed to address exactly that.

Bringing together thought leadership and practical application, it offers a clear, outside-in perspective on today’s commercial landscape - and what to do about it.

What You Will Gain

• A clear understanding of how traveller behaviour has evolved
• Insight into AI and hotel “findability”
• A connected view of sales, marketing and revenue - and how decisions impact each other
• A more structured approach to distribution and demand generation
• Practical ways to translate these changes into stronger commercial and sales outcomes

Session Format

Part 1 – Understanding the Shift (CUBE)
A structured perspective on what has changed and what it means across the commercial ecosystem

Part 2 – Turning Insight into Action (aQedina)
Practical application, interactive elements and B2B-focused activation

Who Should Attend

• Commercial Directors and Directors of Sales & Marketing
• Revenue and Distribution leaders
• General Managers and aspiring General Managers
• Emerging commercial leaders (future DOSMs and GMs)
• Senior team members across sales, marketing and revenue