The hotel industry is stuck in a déjà vu loop. For the past decade, brands have fought to reclaim direct bookings on brand.com, deploying loyalty programs, enforcing rate parity and tightening marketing funnels. Meanwhile, online travel agencies (OTAs) have quietly shifted the battlefield.
They’re no longer obsessed with winning web clicks. They’re embedding themselves into the financial and operational bloodstream of travel—orchestrating air, hotel, payments and loyalty in a single ecosystem. Expedia’s B2B engine alone now drives more than $25 billion annually, powering bookings not just on Expedia. com, but through partners like United Airlines, Delta and even Walmart Plus Travel. Booking Holdings is expanding into fintech and alternative accommodations at scale. Airbnb has become a cultural verb.
If the first OTA wave decimated hotel margins, this next one is more insidious. It’s not about price wars; it’s about erasing brand equity itself. The real product isn’t a flag, a building or a points program; the product is the room, the experience and the human connection to the local community.
Right now, OTAs are building the connective tissue of the travel journey, while hotels risk being reduced to commoditized inventory with no meaningful identity.
WHERE THE HOTEL INDUSTRY STANDS TODAY
• OTAs are evolving faster than hotels. Expedia’s B2B business now represents nearly a third of its gross bookings, with deep integrations into airlines, retail and corporate travel. These partnerships give OTAs control of the end-to-end journey, long before a hotel ever sees a guest.
• Hotels are still fighting yesterday’s war. Loyalty apps, direct-booking campaigns and rate-parity enforcement were effective a decade ago, but they do little to address how AI and new digital surfaces are reshaping trip discovery and purchase decisions.
• Guests are defecting to new platforms. AI-native tools, such as ChatGPT, Gemini and Perplexity, are quickly becoming the first stop for travel planning. Guests aren’t loyal to brands anymore; they’re loyal to experiences they can curate on demand.
The shift is fundamental: search-and shop is collapsing into conversational discovery. Travel, which has become transactional and exhausting, is becoming intuitive and fun again. But this new flow is owned by the platforms, not the brands.
THE GUEST AS THE NEW DISTRIBUTION CHANNEL
In the AI era, loyalty isn’t centralized in a brand’s app. It’s decentralized and guest-controlled. Travelers increasingly own their personal data, curate their journeys and assemble pieces—flights, hotels, events, activities—from multiple providers and in real time.
Hotels have historically depended on controlling the booking funnel—that’s over. In an AI-driven world, the guest becomes the platform. They’ll ask an AI: “Plan me a three-night trip to Austin with boutique stays, live music and rooftop cocktails under $400 a night.” If your property isn’t available in that invisible, conversational shelf space, you simply don’t exist.
To thrive, hotels must stop playing defense with brand.com. Instead, they need to embrace agentic hotel distribution, an infrastructure-level shift that makes availability, pricing, inventory and loyalty portable across any AI-native surface. To break free from the OTAs, hoteliers must engage in three simple but powerful actions: Retain, Reclaim, Reinforce.
- Retain: Capture every conversion signal: guest conversations, intent data, booking triggers and preferences. Stop losing journey-defining data to intermediaries.
- Reclaim: Make ARI (availability, rates, inventory) portable and independent of OTA pipes or search engine pay-to-play. Push content, pricing and perks directly into AI-native booking flows.
- Reinforce: Protect profitability by keeping loyalty and lifetime value inside your own ecosystem rather than feeding OTA-led fintech programs that quietly siphon margin.
Agentic hotel distribution isn’t another marketing campaign or chatbot; it’s an infrastructure revolution. Hotels need the following capabilities to compete in an AI-driven marketplace:
• Model Context Protocol (MCP): A data orchestration layer that makes hotel content portable and accessible across emerging AI-powered channels.
• Conversion Intelligence Engine: Real time scoring of guest intent to optimize routing and maximize direct conversion.
• Agentic Booking Lifecycle Engine: Full lifecycle automation, from inspiration to booking to cancellations, without relying on third-party intermediaries.
• Integration Hub: Middleware to unify CRS, PMS, POS, loyalty and payment systems into seamless AI workflows.
Consider this: the average guest hits more than 40 digital touchpoints before making a booking. Owning and understanding that journey—not just reducing cost of acquisition—is the new competitive advantage.
STOP THINKING ABOUT BRAND.COM FIRST
The next wave of OTA disruption won’t be loud. It won’t announce itself with billboard wars or commission hikes. It will quietly strip away brand value until a hotel’s flag matters as little as the logo on a commodity shipping container.
Hotels can’t outspend OTAs on marketing and they can’t out-innovate tech giants on AI. But they can own their product—the guest journey itself—by making it agentic, portable and future proof.
It’s time for hospitality to stop defending the past and start building the future. The brands that survive will be those that break free from legacy distribution, embed themselves into the AI travel stack and become indispensable to the guest’s curated journey.
Hilton to open Conrad Corfu in 2026
https://hotelsmag.com/news/conrad-corfu-hilton-hotel/?
Hilton announced the signing of Conrad Corfu, following a franchise agreement with the Troulis family. Scheduled to open before the 2026 summer season, the hotel will have 136 rooms, suites and villas, a 200-meter beachfront, and indoor and outdoor heated pools. The property will be managed by Numo Hotels and Resorts.
Facilities will include an Aqua Piazza lagoon, gardens, three restaurants, two bars, a wellness center, an open-air cinema, and a kids club in collaboration with Worldwide Kids. The club will have a treehouse-style micro village among olive trees and eucalyptus.
Located in southern Corfu, the hotel will join Hilton’s portfolio of more than 40 Conrad Hotels & Resorts properties. Guest rooms will include heated private pools, hot tubs, or direct access to the Aqua Piazza. The property will also have a four-bedroom, 280-square-meter villa featuring a private outdoor terrace with a custom design by Sophie Deloudi, who will also design the uniforms for the beachfront venues.
The hotel’s leisure and wellness areas will include indoor and heated outdoor pools, a gym, two tennis courts, and an open-air cinema. The Conrad Spa will have five therapy rooms, including a couple’s suite with a private sauna and hammam. Treatments will include the use of a heated pool, beauty services, and an infrared sauna and snow shower. Yoga, pilates and TRX programs will also be available.
Dining options will feature a beachfront fine-dining restaurant with a menu by Alexandros Tsiotinis, whose restaurant CTC in Athens holds one Michelin star. The hotel will also include an all-day dining restaurant, a beachfront cocktail bar, an indoor lounge, a kids club, and a conference room.
The resort will be the third collaboration between Hilton and Numo Hotels & Resorts, following Numo Ierapetra Beach Resort Crete, Curio Collection by Hilton, and The Royal Senses Resort & Spa Crete, Curio Collection by Hilton.
“We’re excited to be working again with Numo Hotels & Resorts to further grow Hilton’s presence in Greece with this outstanding resort. Conrad Corfu promises an exceptional luxury experience for guests visiting this island, celebrated for its breathtaking landscapes and rich cultural heritage. With demand for luxury travel and resort stays continuing to rise, we look forward to welcoming guests to Conrad Corfu when it opens in 2026,” said Dan Wakeling, VP, luxury development, Europe & Africa, Hilton.
“With Conrad Corfu, we are thrilled to be collaborating once again with Hilton, while we continue our approach of building strong concepts around each place and its people. Following Crete and Mykonos, Corfu becomes our next chapter – an alliance of Greek creatives and partners to shape a unique resort that honours its majestic setting,” said Spyros Kouris, managing director & partner, Numo Hotels & Resorts.
The hotel’s art program will be curated by Nikos Paleologos, creative director at Saint of Athens. It will feature commissioned works by Greek artists including Kostis Velonis, H.O.P.E., Gerasimos Hatzis, Antonios Fikos, Filippos Theodorides, Magneto, Paolo Incarnato, Natalia Manta, and Saint of Athens. Guests will also have access to guided local walks, culinary workshops and gallery visits.
The architecture and exteriors are by Cube Concept, with interiors by Hotel IM and Place in Space Architects. Lefkimi Port is a ten-minute drive from the hotel, connecting the island with mainland Greece. Achilleion Palace and Corfu Old Town are nearby. The hotel will be accessible from Corfu International Airport, which receives more than 4 million travelers each year.
The Best Hotels
in
https://www.fodors.com/worlds-best/hotels/south-america
What makes a hotel special isn’t just a pretty facade, a comfortable room, a delicious meal, or a cool excursion; rather, what makes a hotel worth recognition is when it manages to offer the full package.
In South America, the following hotels earn high marks across the board. In Northern Chile,
Tierra Atacama offers a stay as beautiful as the surrounding
Atacama Desert, excelling in everything it offers, from curated rooms that mirror the surrounding nature to mouth-watering cuisine and mixologist-crafted cocktails, to excursions led by guides with a deep understanding of the local culture and nature. In Brazil, the historic
Copacabana Palace has been setting the standard for luxury along
Rio de Janeiro’s beachfront for decades—despite its illustrious past and impressive guest list, it could easily rest on its laurels; however, the hotel shows no sign of losing steam. In Colombia, the
BIO Habitat Hotel sits high in the country’s
coffee triangle region, offering sleek and modern cabins that seem to float atop the
Andean Forest canopy.
A hotel that hits the nail on the head—from design to cuisine to hospitality to beauty—is a true gem, and these South American hotels prove it.
Courtesy of Cavas Wine Lodge
Awasi Mendoza
In a secluded vineyard, there awaits a well-stocked cellar and an abundance of fantastic Argentine vintages at
Awasi Mendoza in Luján de Cuyo, known as the crib of the
Malbec grape. Previously known as Cavas Wine Lodge, and the fifth lodging to join Awasi’s portfolio, it retains its Relais & Châteaux status. A lovely property that pays tribute to Spanish colonial architecture, details abound in the 17 stunning standalone suites. Amenities include private
Hiroki mini pools, a rooftop terrace with fireplaces conceived for soaking up Andean sunsets, and a hot water bottle left under the covers at the foot of the king-size bed to warm cold toes. Another thoughtful turn-down service gesture is a note stating the time of the next morning’s sunrise.
Renew weary bones with a Bonarda grape massage at the
Moorish-style spa, and, once energized, sign up for an asado cooking class, olive oil and wine tastings guided by the in-house sommelier, or an excursion traversing the terroir on two wheels. Every meal of the day is served up including afternoon tea, so there’s little need to leave the estate, but should you wish to explore, Awasi Mendoza is a short drive from Michelin-starred winery restaurants
Zonda Cocina de Paisaje and Riccitelli Bistró.
Courtesy of Bio Habitat Hotel
Bio Habitat Hotel
High in Colombia’s
Coffee Triangle,
BIO Habitat Hotel seems to almost dissolve into its surroundings. Sleek, modernist cabins and lofts rise among the Andean Forest, their glass walls opening to views of cloud-tipped peaks and dense jungle canopy. Each stay is designed to blur the line between indoors and out, from treehouse-style lofts where dawn breaks with birdsong, to open-air cabins with private hot tubs beneath the stars.
Sustainability isn’t an afterthought, but rather the foundation here. Locally sourced materials shape the architecture; renewable energy powers the grounds; composting, zero plastics, and conservation initiatives safeguard the forest beyond. Even dining at on-site restaurant
Basto reflects this ethos: Colombian flavors reinterpreted with slow-food principles, always served with a view that stretches across the valley.
The experience unfolds slowly: morning yoga in the forest, a bamboo massage or coffee scrub in the spa, hiking and horseback trails through coffee country, or quiet hours by the infinity pool. With its adults-only focus, the BIO Habitat Hotel is a must-visit for anyone seeking to connect with Colombia’s landscapes.
Courtesy of Andean
Cirqa
Once you pass through the tall double doors of Arequipa’s
Cirqa, you’re engulfed by a kind of contemplative quiet you’d think impossible so close to the city’s main square,
Plaza de Armas. Placards along the entrance hallways depict this building’s history: the property first served as a monastery in the 16th century and, once turned into a hotel, was designed to accentuate the original design, with vaulted ceilings and the white volcanic stone walls emblematic of Arequipa. Cirqa is all about understated elegance—gray and charcoal accents in the common areas complement, rather than overpower, the parador’s architecture. Inside each of the uniquely decorated rooms, stylish, tailor-made furniture blurs the line between the ancient and contemporary worlds.
Amenities include a plunge pool in the center courtyard, a massage room, and the attentive service provided by staff members who wear long, black cloaks in the chilly Arequipenean mornings. Guests can enjoy regional dishes presented by Executive Chef Maria Fé García in what was
recently voted one of the best restaurants in Arequipa. Or spend time on El Techo de Cirqa, a rooftop hideout designed like a traditional road stop with views of the
UNESCO World Heritage city and the volcanoes that preside over it.
Courtesy of Copacabana Palace
Copacabana Palace
Rio de Janeiro, Brazil
A real seaside mansion that’s been an icon of sophistication in Brazil for 102 years, The
Copacabana Palace is a special place. While you have your pick of the litter when choosing a hotel on Copacabana Beach, you’ll be hard-pressed to find one that can outshine the 5-star hospitality found at the Copacabana Palace.
Over the years, it has hosted the world’s leading figures in politics and entertainment. With 140 rooms in the main building, the spacious rooms feature contemporary décor with tropical references and British-style furniture. The glamorous past remains, but in a revitalized form; the hotel’s 11-story annex is being renovated, including the suites, a spa, gym, and the Cipriani restaurant.
Haute cuisine is represented by the Michelin-starred MEE restaurant with Asian cuisine, while Pérgula offers international gastronomy with Brazilian influences, as well as views of the pool and beach. But if you are staying over New Year’s or Carnival, the balcony with panoramic sea views is ideal for enjoying the festivities on these dates, or even other events in one of the 13 marble-floored ballrooms. The five-star hotel also supports a social project linked to the education of young people from poor communities.
Courtesy of Pikaia Lodge
Pikaia Lodge
Tucked on top of a hill in the world’s most legendary archipelago,
Pikaia Lodge is the stuff of dreams for nature lovers. From its unique location, in a reserve located on the edge of an extinct volcano crater, travelers can take in incredible vistas and watch the weather fronts roll in from the Pacific Ocean over this sacred island that forms part of the Galapagos. Guests staying in one of the 29 rooms of this Relais & Châteaux property, the only one in the Galapagos, can coordinate personalized eco-luxury adventures with the concierge, whether it’s diving with sea lions or embarking on a private yacht excursion, the M/Y Visión Pikaia, accommodating up to 16 guests.
Given its location on this protected World Heritage Site, Pikaia Lodge takes sustainability seriously, using locally sourced building materials and implementing carbon-neutral energy sources. Suites bring the nature of the Galapagos to the comfort of your king-size bed, with panoramic windows on three sides; bring binoculars for a close-up of giant turtles rambling the reserve. Evolution Restaurant draws from an exclusively
Galapagan pantry, using locally caught yellow-fin tuna and lobster, foraged mushrooms, and cacao. When it’s time to recharge, book a massage at the serene Sumaq Spa; don’t miss the illuminated plunge pool.
Courtesy of SB Winemaker's House & Spa Suites
SB Winemaker's House Spa & Suites
Mendoza, Argentina
In the foothills of Mendoza’s sprawling vineyards sits a true hospitality gem. Argentina’s pioneering female winemaker, Susana Balbo, and her daughter, Ana Lovaglio Balbo, are the masterminds behind
SB Winemaker’s House & Spa Suites: the newly minted Relais & Châteaux property that pampers weary travelers with Michelin-recommended La VidA restaurant, a seasonal outdoor pool, and seven state-of-the-art accommodations fitted with private dry saunas, steam rooms, sensations showers, and oversized soaking tubs upcycled from concrete wine-aging vessels.
In-room facials and massages incorporate the alluring local smells of grape flowers and herbs harvested directly from nearby gardens, including a
yerba mate exfoliation and mask as a nod to the traditional Argentine beverage. These, along with nightly aromatherapy-enhanced baths, are all part of multi-sensory treatment journeys that aim to calm and relax guests.
The culinary experience onsite also includes a Chef’s Table, Spirited Asado dinner that combines Mendoza’s local distillates with time-honored cooking, workshops on regional specialties like mate and dulce de leche, and signature wine cocktails.
Though the Cuyo region demands full-day exploration in the form of hikes in the Andes, clinking glasses in tasting rooms, and long walks in Parque General San Martín, the Winemaker’s House positions itself as a respite from any type of activity, demanding or otherwise.
Courtesy of Tierra Atacama
Tierra Atacama
San Pedro de Atacama, Antofagasta, Chile
Outside the dusty town of San Pedro de Atacama in northern Chile, a gateway to the country’s Atacama Desert,
Tierra Atacama is a luxury lodge that serves as the ideal home base for desert explorers. Overlooking the Andean mountain range and affording views of the nearby and towering
Licancabur Volcano, Tierra Atacama—as part of the larger
Baillie Lodges portfolio—seamlessly immerses its guests in the Atacama Desert without sacrificing comfort and luxury.
The decor of both the lodge and its 28 rooms prides itself on bringing the outdoors inside with thoughtful nods to both the local culture and a color palette that seems to mirror that of the lodge’s natural surroundings. Large windows make the Atacama Desert as much a part of the lodge’s design as its curated artwork and photography, while private terraces, contemporary furnishings, open-air showers, and king-size beds promise adventurers they can enjoy the rugged terrain without enduring a rugged or uncomfortable stay. Much like the hotel’s minimalist and nature-inspired interiors, the on-site restaurant features a menu that incorporates local produce, offering a unique twist on traditional Chilean cuisine. Everything you could desire—from post-hiking massages at the on-site spa to an afternoon dip in the pool to a delicious meal or mixologist-prepared cocktail utilizing desert herbs—can be found at Tierra Atacama.
Of course, the main draw of Tierra Atacama is its location and access to the larger Atacama Desert, and this is where the lodge truly distinguishes itself. Upon arrival, guests can choose from a series of excursions led by knowledgeable guides, designed to take them out into the desert and showcase its best offerings. There is an adventure for everyone, regardless of their physical capabilities and interests: a drive out to the Tatio Geysers, a remarkable hiking excursion through the Guatin Gatchi cacti valley, a leisurely floating session in the Cejar salt lagoon, and much more.
Jeffrey Kieffer
Tierra Patagonia
Chile
Tierra Patagonia is more than a luxury lodge—it’s a gateway to one of the world’s wildest landscapes, wrapped in warmth and refined comfort. Perched on a bluff above Lake Sarmiento and facing the iconic Cuernos del Paine peaks, Tierra Patagonia is extraordinary. The hotel’s modern architecture—low slung, glass-walled and clad in warm, local wood—seems to grow organically from the windswept Patagonian steppe. Each room and communal space frames an ever-changing panorama of
Torres del Paine National Park.
With just 40 guest rooms, Tierra Patagonia strikes the perfect balance between solitude and comfort. Service is attentive but never intrusive; staff seamlessly arrange guided hikes, horseback rides, or boat excursions into the heart of the park. The amenities are out of this world, too. A steaming plunge pool set against the rugged backdrop of the park makes every dip unforgettable, or if you prefer to soak in privacy, in-room bathtubs offer a luxurious way to take in the view. The on-site restaurant, specializing in contemporary Patagonian cuisine, is served in a communal dining room with picture windows that offer a stunning view of the mountains.
Whether you go to conquer glacier-sculpted peaks, photograph dramatic fjords, or simply surrender to silence, Tierra Patagonia elevates every moment.
Courtesy of The Vines Resort & Spa
The Vines Resort & Spa
Uco Valley, Mendoza, Argentina
From an incredible location spread across 500 hectares of vineyards near the foot of the Andes,
The Vines Resort & Spa is a luxurious hotel surrounded by vineyards. Here, guests have the opportunity to connect with Argentinian winemaking culture, dipping into the fantastic wine cellar or creating their own blend. A stay during harvest time (January through April) may have you out picking grapes.
The resort’s snow-capped mountain range is a beautiful backdrop, visible from the moment you check in, and is reflected in the extensive outdoor swimming pool, or from the comfort of your vineyard villa. As for the villas, rooftop terraces and concrete bathtubs are as important as the open-plan kitchen and alluring living room overlooking the picturesque terroir. Decor showcases local craftsmanship undertaken by stonemasons, tones, and materials drawn from a natural palette, while epic Andean images give an added sense of place.
For an immersive wine experience, visit the boutique winery and tasting room (whose wares comprise the Vines’ private vineyard owners’ vintages) or crack open a bottle at Siete Fuegos restaurant; it’s overseen by Francis Mallmann, a chef known for his open-fire cooking experiences. This is where guests also take breakfast, although room service is also available.
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