The videos are cheap to make. Hotels pay the price in front desk resources and reputation.

What Changed: Fake AI stay-and-win videos naming real hotels drive guest calls; platforms are slow to remove them.

Who it Impacts: Hotel owners and GMs, marketing and comms leads, reservations staff at resorts and attractions, and travel agents.

What to Watch: Whether Meta and TikTok crack down at scale, or hotels must build their own monitoring and scripts.

A platform now stands between your hotel and your guest, and you don’t set the terms. Fake videos are one symptom; AI agents entering the booking path are the structural version of the same problem, and that’s the one that decides who owns the customer.

Tyler Morse (MCR Hotels), Adam Schwab (Luxury Escapes), and Doria Holbrook (Oro Mobility, Hertz) join a half-day session on who controls the new travel commerce stack, every session grounded in Skift Research.

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Five decisions framed nearly every conversation at Skift Global Forum 2026. The verdict is in, along with takeaways from every keynote and panel in our event intelligence hub.

Source: Skift Research’s State of Travel 2026

More appealing rewards are the top reason European travelers would switch loyalty programs.

Andrew Zimmern makes the case that every human being in every field needs an editor, someone to co-regulate with before you operationalize, whether you are running a restaurant, building a travel brand, or just trying to make better decisions.