The way that guests are discovering, researching and booking stays is changing – quickly. More people are now using AI-powered tools to plan holidays, compare options and make decisions long before they ever land on your website. Instead of scrolling endlessly through search results, they’re asking questions like “Which boutique hotels in the Cotswolds are best for a romantic weekend?” or “Where should I stay near the Lake District with great food?”

For hospitality businesses, this shift matters. AI isn’t just another tech trend; it’s changing how guests find you, how they interact with your brand, and what they expect from your marketing. The good news? You don’t need a big budget or a tech team to adapt. With a thoughtful approach, AI can become a practical, helpful part of your 2026 marketing plan.

Drive a steady stream of direct bookings with confidence.

HotelREZ Hotels & Resorts have joined up with Clockwork Marketing to deep dive into the opportunities for hotels this summer with data-driven marketing strategies.

Even first-rate hotels will find their bookings suffer without tactical marketing. Your hotel may have exceptional service, wonderful food and a stunning location. These matter very little if your potential guests are unaware it exists.

For anyone new to Google Analytics, or confused by the concept of profiling guests, Clockwork Marketing’s data expert Pete Stevens has some excellent tips to share.

For anyone new to Google Analytics, or confused by the concept of profiling guests, Clockwork Marketing’s data expert Pete Stevens has some excellent tips to share.