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The booking journey is getting longer—and a lot more interesting. Guests are meeting your hotel through AI before they ever land on your website, building itineraries around local experiences before they check room rates and forcing the industry to rethink what creates value as investor confidence cools.
Different headlines, same shift: what happens before check-in has never mattered more.
And in your inbox tomorrow: A Mint Pillow Q&A with Sarah Charles, F&B Director at The Flat Iron Hotel in Asheville, who shares how to build an elevated, zero-proof beverage program that trades saccharine sweetness for serious culinary technique.
QUICK CLICKS
Lodging law. Pennsylvania just made anti-human trafficking training a recurring requirement for hotel staff with guest contact or room access, and the rule also affects short-term rentals and booking platforms. The new law calls for approved training every two years.
Show your work. Everyone says they're “doing AI;” this survey is where operators finally compare notes. Five minutes gets your hotel into one of the industry’s first broad AI benchmarks and unlocks the full anonymized findings when they’re published.
Margin for error. If you’re signing off on renovations or new builds, this is the kind of story that makes you look twice before approving the revision.
Back to boutique. The Chambers Hotel New York is back on its own flag after a stint as a Sonder property, and the 77-room Midtown hotel is fully embracing its original boutique identity.
Steal these moves. Some boutique hotels become neighborhood legends while others just have nice wallpaper. Here are five ideas worth borrowing for your own property.
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SPACE & DESIGN
The lobby at La Bahia Hotel & Spa (Courtesy)
Let architecture lead
A historic hotel doesn’t need to pretend it’s new to feel fresh. At La Bahia Hotel & Spa, Spanish-Mediterranean influence is woven throughout the 1926 landmark, highlighted by arched doorways, azulejo tiles and forged iron balcony railings. The recently reopened Santa Cruz, Calif. property held tight to the building’s original personality while introducing updated spaces like a spa courtyard overlooking Main Beach and a lobby bar inspired by a London pub.
Why it matters: It’s no secret that guests are drawn to hotels that feel like they could only exist in one location. La Bahia’s approach shows how thoughtful design choices can turn a renovation into a deeper sense of identity, where the building’s history becomes part of the stay rather than just a backdrop. (Sunset Magazine)
TECHNOLOGY
Who’s telling your story?
A recent dispute over AI and hotel data inside the franchise world raises a bigger question for everyone else: who’s telling your hotel’s story? Indies, you’re not safe on the sidelines here. As AI becomes the first stop for trip planning, whatever it reads first—and whoever controls that information—influences whether your property shows up accurately or gets overlooked altogether.
Why it matters: Your website is only one chapter of your hotel’s story. AI also reads reservation systems, distribution channels, listings and other sources that feed the broader travel ecosystem. Making sure those sources are accurate and complete is now just as important as keeping your lobby looking its finest, because more guests will meet your hotel through AI before they ever meet it in person. (Hospitality.today)
Check out our Q&A on this topic: Be the hotel AI recommends when guests start searching
REVENUE & INVESTMENTS
“The investors we surveyed are, by and large, still positive about the long-term trajectory of travel, tourism and therefore hotel real estate, it’s just that outside events have forced them to confront their appetite for risk.”
Heading the wrong way
The latest Hospitality Investor Sentiment Index took a sharp dive, falling from 59 to 46.6 in Q2—its lowest reading since 2022—with geopolitical conflict and macroeconomic uncertainty reshaping how investors are looking at hotel deals. The survey reflects “growing concerns around profitability, deal activity and the cost of capital,” notes Hospitality Investor editor Patrick Whyte.
Why it matters: Revenue still gets attention, but margins are stealing the spotlight. Investors are underwriting more conservatively, debt is getting pricier and the gap between what buyers will pay and what sellers expect remains a sticking point, according to the report. When every deal gets a harder look, properties with strong operating fundamentals and owners who can clearly explain where future value comes from will stand out across the board. (Hospitality Investor)
GUEST EXPERIENCE
What’s next?
Guests still want a great room, but they’re actively planning trips around what they’ll do after they drop off their bags. Phocuswright research found that the experiences sector has rebounded to pre-pandemic levels and is growing faster than the broader travel industry, with travelers packing more tours, culinary outings and local attractions into their stays.
Why it matters: Guests are looking for ways to connect with a destination, and your team already knows exactly where those moments happen. Capitalize on that genuine local knowledge by offering something other than the usual tourist trail. A hyper-local neighborhood guide, partnerships with local operators or a recommendation your front desk or concierge swears by can add as much value as another amenity and better memories, to boot. (TravelPulse)
POLL
Does your hotel actively promote local experiences beyond the property?
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Mint Pillow is curated and written by Jennifer Glatt and edited by Bianca Prieto.
