The Spotlight Webinar Series
:format(webp))
From Awareness to Action: AI Adoption, Direct Bookings, and the Evolving Commercial Scorecard
April 29, 9:30am MT / 5:30pm CET
Hotel commercial teams know AI is reshaping their world. But knowing it and acting on it are two different things. A Lighthouse survey of 761 hoteliers reveals just how wide that gap is: 67% expect AI to be completely transformative within five years, yet only 10% consider themselves fully prepared for the shift to AI-powered travel discovery. Distribution costs and direct bookings remain the industry's top commercial challenge, and the KPIs commercial teams are measured on are expanding beyond RevPAR toward GOPPAR and full-funnel performance.
Join Blake Reiter and Daniel Foreman as they dig into the survey data, from AI adoption and the direct booking battle to the evolving commercial scorecard, and explore what it takes to close the gap between conviction and readiness.
:format(webp))
Daniel Foreman
Commercial Strategist:format(webp))
Blake Reiter
Director of Hospitality ResearchRegister for The Spotlight webinar series
:format(webp))
The Spotlight webinars are a data-driven series for commercial leaders and revenue managers navigating uncertain markets.
Every other month, Daniel Foreman and Blake Reiter analyze Lighthouse’s global dataset to unpack key travel and hospitality trends, pairing hard data with real-world context.
Registration includes automatic enrollment in bi-monthly webinars, session reminders, and access to recordings.