"The rise of AI-powered search and discovery tools creates a tough choice for hotel marketers: Just as brand building may become more important in an age of agentic AI, the rise of AI-based tools may make it tempting for hotels to favor easier-to-measure, short-term tactics."
"Automated systems can now identify a problem, generate an ad, and place it without human intervention. "You're having a performance result within the same hour," Weinstein said."
"But the marketing work that fills rooms NOW (such as flash sales) isn't the same as the work that keeps guests coming back for years (like a memorable brand campaign)."
AI-powered search and discovery tools force hotel marketers to balance immediate, measurable tactics against longer-term brand investment. Automated systems can identify problems, generate ads, place them, and produce performance results within hours, greatly speeding up performance marketing. Short-term tactics such as flash sales can fill rooms now but do not build lasting customer relationships. Memorable brand campaigns create the long-term loyalty that keeps guests returning for years. The competing demands of measurable short-term outcomes and less-quantifiable brand effects create a strategic dilemma as AI reshapes marketing execution and measurement.
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