“Disrupt or Adapt?” Emerging Trends in the Travel Industry — and How Hotels Can Survive in the Post-COVID Era
From COVID → to the Age of AI → So, what's the next big disruption in the travel industry?
Disrupt or Adapt?
New Trends in Tourism & How Hotels Can Survive in a Post-COVID World
From COVID → To the AI Era → What’s the Next Disruption in Travel?
The tourism industry used to be a safe bet. But today, the biggest changes aren’t just about the number of travelers—it’s about behavior, expectations, and technology, which are making life harder for traditional hotel owners.
🔍 What’s Disrupting the Industry?
1. OTA platforms eating into profits
Booking.com, Agoda, Airbnb have become the gatekeepers to customers.
Hotels lose control and pay high commissions, weakening their bargaining power.
2. “Self-Designed” Travel Behavior
Travelers now plan everything on their own via smartphone.
Reviews, videos, and content replace traditional ads—people now choose with emotion more than price.
3. AI & Automation Are Rising Fast
Chatbots, automated check-in, and dynamic pricing are becoming the norm.
Hotels that don’t adapt will lose in terms of cost-efficiency and speed.
💡 How Hotel Owners Can Survive: Data + Strategy
1. Turn customer data into real understanding
Most hotels collect data but rarely use it effectively.
Start by identifying your core customers:
Are they Thai locals? Chinese tourists? Solo travelers? Businesspeople?
This data helps tailor promotions and services that truly resonate.
2. Build a hotel brand—not just a bed
If guests don’t remember you, they won’t return.
Create a clear concept or story:
“Local storytelling hotel”, “Stylish stay & work hub”, or “A stay that sparks inspiration.”
Use online platforms to share that story with your target audience.
3. Use smart tech (doesn’t have to be expensive)
You don’t need a complex system—just the right ones.
- Your own online booking system → reduce OTA reliance
- Chatbot → save admin time
- Loyalty points or guest messaging → build relationships
4. Market to humans—not just demographics
Today’s guests decide based on feelings, not just deals.
Use influencers or real customers to make short-form content.
Let your hotel “come alive” on Instagram, TikTok, etc.
Real guest reviews = more powerful than polished ads.
✅ In Summary: The hotels that survive aren’t the biggest—they’re the fastest and most customer-focused.
The winners will be those who listen, adapt, and experiment.
Technology is not the enemy—it’s the opportunity.
And data is the key to turning your travel business from ordinary → into a beloved brand.