Hotels do not have a lack of data problem. They have a lack of clarity problem. PMS, booking engine, channel manager, OTA reports, Google Analytics, Search Console, Meta, CRM, reviews, forecasts, and spreadsheets on top, lots of them.

On 29 January 2026, Accor became the first major hotel chain to launch native booking functionality within ChatGPT. The integration gives 800 million active users access to Accor’s 5,600 properties across more than 20 languages.

We’ve been watching social media platforms wrestle with a problem they created. In 2026, Europol warns that 90% of online content will be synthetically generated. That’s not a distant future. That’s now.

At Punch, we have spent nearly two decades watching hotel marketing evolve. What we are seeing now feels different.
The rules have changed. Here’s the top trends for 2026 you need to know.

There’s been a major shift in how people search for your hotel. So what does that mean for how you build digital visibility in 2025 and beyond?

With the recent announcement of the 2025 Autumn Budget by the UK Government, the hospitality industry are reflecting on how it will impact the sector and what needs to be done.

Thinking of Gen Z as teenagers is old news. They’re the ones splashing the cash now. They’re literally guiding the digital conversation and becoming the new tastemakers, so it’s time to adapt your marketing content to them.  If brands are looking to make a splash, this generation are key to getting that coveted viral label.  

When it comes to accessibility, it’s much more than just a buzzword we need to be aware of. It needs to be at the heart of every decision you’re making. At Punch, it’s something we consider every time we approach a client project.

With rising OTA commission fees, shifting guest behaviours, and the evolution of generative search, hotels need more than just campaigns – they need a strategy designed to deliver measurable outcomes.

Punch Hospitality returns to Bike & Boot – this time as a guest. Discover how a bold alienation strategy successfully shaped a hotel brand made for muddy boots, two wheels and wagging tails.