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OpenAI hired a former Meta exec to lead its push into advertising, which has been just in the testing stage. The executive, predicts the rollout will be transformative.

Like Facebook in its early days, OpenAI will have to figure out how not to mess up the user experience with intrusive advertising. Online travel advertisers will undoubtably be working with OpenAI, trying to coax it into a productive direction.

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EDITOR’S PICKS

GMH Hotels: Is Hyatt About to Beat OTAs With AI?

by Sarah Dandashy and Katie Cline
March 25, 2026

On this week’s ⁠Good Morning Hospitality, A Skift Podcast⁠: GMH Hotels Edition, ⁠Sarah Dandashy⁠ and guest host ⁠Katie Cline⁠, host of ⁠Suite Success: Masters of Hospitality⁠, a Skift Podcast, break down ⁠Hyatt⁠’s latest AI push and whether hotel brands can finally compete with OTAs by capturing travelers earlier in the booking journey.

UAE Holiday Homes Slash Prices as Demand Collapses

by Deepthi Nair
March 25, 2026

They say aggressive discounting has become unavoidable due to ‘unreasonable’ offers from hotels.

Tripadvisor and Starboard Value Make Peace: Activist Investor Could Get 4 Board Seats

by Dennis Schaal
March 24, 2026

Get ready for sales of Viator and/or TheFork — or at least attempts to sell them. Alternately, you also can't rule out a sale or merger of the entire company.

OpenAI Gets Serious About ChatGPT Ads, Hires Former Meta Exec

by Adriana Lee
March 23, 2026

David Dugan, previously a Meta exec in charge of its largest client and agency relationships, is now tasked with taking ChatGPT from an AI tool with ad experiments to an ad-supported media channel.

Tripadvisor Board Chair Greg Maffei to Step Down With Activist Investor in the Wings

by Dennis Schaal
March 19, 2026

Liberty's giving up voting control over Tripadvisor was the end of an era. The departure of Greg Maffei — with Starboard Value making a push to control the board — puts an exclamation point on it.
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SKIFT PODCAST NETWORK

Travel companies spent years promising that AI would make everything easier. Then a real crisis hit.

In this clip from the Skift Travel Podcast, Sarah Kopit and Seth Borko explain why the Iran conflict exposed the limits of AI in travel, especially when travelers needed real help, fast answers, and human judgment.

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Skift Data + AI Summit on June 3, 2026 In New York City

SKIFT RESEARCH

How are public travel tech companies performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.

SEE THE ST 200