Most hotel teams do not have a technology problem. They have a criteria problem.
On 3 September 2026, Laura Laiz, director of Hosteltur Academy, made that case in Hosteltur. She cites a Booking.com and Statista report on hotel talent in Spain, presented on 24 March 2026: 73% of professionals rate themselves high or expert on basic digital tools. The tools got learned. The decisions did not improve at the same rate.
She also cites the American Marketing Association 2026 State of Marketing Careers Report, published on 5 August 2026 from more than 1,400 professionals: the share of marketing job ads mentioning AI doubled during 2025. Companies hire for AI without naming the decision they want to improve.
What to do this week
- Pick the decision before the tool. Next weekend's rate, a group quote, a channel you keep paying for.
- Write the parameters that decision needs: floor, ceiling, comps and review date.
- Name who signs off the output. If nobody signs, nobody decides.
Do I need to hire an AI specialist? Not yet. Write down the three decisions you want to improve first, says Rafael Osborne (Profit Guest Services). The job description writes itself after that.
This content was created with the help of artificial intelligence and reviewed by Rafael Osborne (Profit Guest Services) before publishing.
