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businessAI|5 August 2025
“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?
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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?
- 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.
- “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.
- 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
- 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.
- 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.
- 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
- 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.