Hospitality's 2027 agenda: artificial intelligence, marketing measurement and risk management
As expectations for 2027 take shape in the global hospitality sector, the reconstruction of existing properties instead of new hotel investments, the measurement of digital marketing results, and the impact of artificial intelligence on booking channels are being discussed.
Expectations for 2027 are taking shape in the global hospitality sector. Amid rising costs and changing booking habits, industry representatives are focusing on redeveloping existing properties instead of building new hotels, measuring the results of digital marketing, and the impact of artificial intelligence on distribution channels.
One of the key topics is converting existing buildings into hotels instead of making new investments. This approach stands out as a more flexible business model in conditions where construction costs are rising.
The second direction is measuring the effectiveness of digital marketing. Calculating the real results of funds directed to advertising and booking channels is becoming a priority for hoteliers.
The third topic is the impact of artificial intelligence on distribution channels. Directing part of the booking flow through artificial intelligence tools is changing hotels' relationships with direct sales and intermediary platforms.
For hotels and guesthouses in Azerbaijan, this agenda raises two practical questions: calculating the costs of converting an existing building into a hotel, and measuring what the marketing budget earns on which channel.