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In hotel technology, a term such as “API integration” often appears to be overused or misunderstood. On paper, most Revenue Management Systems claim to be connected to the PMS. But in practice, that connection often means receiving a daily aggregated report from the PMS.

The FIFA World Cup 2026 is set to be a monumental event, with 104 matches, including 72 in the group Stage and 32 in the knockouts, spanning 16 host cities across Canada, Mexico, and the United States.

Last week in Linz, the ÖHV Congress once again brought together Austria’s hospitality industry. This year, the focus was clear: artificial intelligence, simplification, and the future of the sector. But between the keynote speeches and the conversations during coffee breaks, a very real tension became visible.

There was a time when continuity in hospitality lived in people.

Conversion is one of the most important drivers of hotel performance, yet also one of the least understood. In the hotel context, conversion rate reflects the share of potential guests who move from browsing to actually completing a reservation. Although conversion matters across all channels, it is particularly critical for direct bookings on a hotel’s own website, where the property has the greatest control over the guest journey and the greatest ability to influence outcomes through pricing, messaging and booking conditions.

2026 is already three weeks old. Everyone started posting. And I’ve been sitting here for days asking myself a very uncomfortable question:

If Oracle were to exert sustained influence over TikTok’s U.S. operations - while continuing to dominate global hotel operations through platforms such as Oracle OPERA Cloud - hospitality would be confronting a structural shift that goes far beyond technology.

For a long time, stability was the goal.

For most hoteliers, seasonality means fluctuating demand and shifting rates. For Arctic SnowHotel & Glass Igloos in Finnish Lapland, seasonality defines the business. The team rebuilds an entire hotel from snow and ice every winter, only for it to melt away again in spring.

One of the most helpful ways to define automation is by looking at what shouldn’t be automated.