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No dia 25 de março de 2026, às 15h (GMT 0) , a Hotel Tech Market esteve presente num webinar promovido pela SiteMinder, uma das plataformas de distribuição e revenue mais relevantes a nível global, para analisar as principais tendências da hotelaria com base no relatório Hotel Booking Trends 2026 . Este evento teve um foco no mercado português e tudo aconteceu em língua portuguesa. A sessão contou com a participação de David Lamelas, Founder & CEO da Hotel Tech Market e da Uauai que trouxe a sua vasta experiência em Revenue management, tecnologia e IA para hotelaria, e foi uma oportunidade para explorar dados concretos, partilhar tendências, dicas, boas práticas avançadas e sobretudo acionáveis, sobre pricing, distribuição e comportamento do viajante. O webinar contou também com a Beatrice Licara, Business Developer Executive da Siteminder, que nos trouxe dados preciosos para a hotelaria e falou também das tendências do mercado. Assista ao webinar aqui gratuitamente: clique aqui Visualize os dados nos links em baixo: Hotel booking trends 2026 - Se quiser interagir com os dados dos vários países nos últimos 7 anos. Dados comentados e um plano de ação 2026 para hoteleiros Changing Traveller Report - A maior pesquisa de mercado do mundo sobre planos e preferências de alojamento. Mais do que um convite, este é um momento relevante para qualquer profissional do setor português e até mesmo dos países de língua portuguesa pois vamos falar de dados globais também, por isso será interessante também para países como Brasil, Angola, Moçambique, Guiné-Bissau, Cabo Verde, São Tomé e Príncipe, Timor-Leste e Guiné Equatorial. Os dados mais recentes mostram que estamos perante mudanças estruturais e não apenas variações conjunturais. Tendências globais: o novo comportamento do viajante Os dados da SiteMinder, baseados em mais de 130 milhões de reservas em 20 mercados , revelam uma transformação profunda no comportamento do consumidor e no equilíbrio dos canais de distribuição. 1. A procura está a tornar-se mais distribuída ao longo do ano Globalmente, 2025 mostrou um enfraquecimento dos picos tradicionais de procura, com crescimento das chamadas shoulder seasons . Em 65% dos mercados, o mês mais forte perdeu peso relativo no total anual.   Implicação : Hotéis que continuam a operar com estratégias rígidas de alta/baixa época estão a perder oportunidades de revenue intermédio. Portanto, cada vez mais o foco tem de ser todo o ano para não perder nenhuma oportunidade. Assim como, não se esqueça de atualizar o seu forecast de 2026, pois provavelmente em 2026 a tendência deve-se manter em países com estabilidade e seguros como Portugal. Aprenda mais sobre este assunto aqui: Porque o Forecaste é importante? 2. O funil de reserva mudou (e começa nas OTAs) Pela primeira vez, 26% dos viajantes iniciam a pesquisa diretamente em OTAs , ultrapassando motores de busca como o Google. Veja dicas de como o seu hotel consegue aparecer nas primeiras páginas de pesquisa de uma OTA.   Implicação : As OTAs deixaram de ser apenas canais de conversão, são agora canais de descoberta. A estratégia de distribuição deve refletir isso. Nunca ignore a regra máxima do século XXI que o David Lamelas está sempre a referir, antes de ter o preço certo e tudo o resto, primeiro o seu hotel tem de aparecer na primeira página das pesquisas, se não aparecer é como se não existisse. Está tudo inter relacionado, não olhe apenas para o preço, apesar de ser relevante também para as pesquisas. Por fim, lembre-se, na nova era da Agentic AI, já não basta ser encontrado, mas sim ser a resposta que a IA vai dar (aprenda sobre  AEO/GEO e MCP). Aprenda mais sobre este assunto aqui: Veja aqui uma AI a reservar um quarto sozinha sem intervenção humana. Veja aqui como o CEO do ChatGpt diz que vai tratar as pesquisas por hotéis. 3. Oito em cada Dez viajantes já utilizam IA durante a viagem É incrivel como já tanta gente já utiliza e a como a velocidade de utilização continua a subir de forma exponêncial. A IA já é o presente, não apenas o futuro. Esta é também a prova como a IA não vai pedir autorização para entrar no seu hotel, já entrou. Veja aqui uma AI a reservar um quarto sozinha sem intervenção humana. 4. O cliente está a “subir de categoria” Cerca de 58% dos viajantes optam por quartos superiores ou de categoria premium , mesmo num contexto económico sensível. Implicação : Há espaço claro para estratégias de upselling  e segmentação de oferta, o cliente continua sensível ao preço, mas valoriza muito e cada vez mais a experiência. Se nunca desenho a jornada do cliente no seu hotel e não integra call to actions para upselling ou cross selling ao longo da jornada do cliente, então você está perdido na gestão e na otimização da experiência do seu cliente. Damos-lhe um exemplo, conhece a Biovilla ? É um dos negócios que o fundador da Hotel Tech Market co-fundou também. Na Biovilla há vários anos atrás, montou-se um quarto chamado "Into the wild", que não é nada mais que a experiência de dormir debaixo de uma árvore que temos na Biovilla e que tem uma grande cúpula (com um toque de glamour e um bom colchão). Ora esse "quarto" no verão é dos que tem maior procura. É a "experiência" que as pessoas procuram, estão fartas de "só mais um quarto de hotel", "mais do mesmo".  Cada vez mais há esta jornada do cliente que vemos na imagem que começa e termina nas redes sociais. 5. As reservas diretas continuam a ser as mais valiosas Reservas via website próprio podem gerar até +60% de receita por reserva  face a outros canais.   Implicação : Distribuição equilibrada é essencial, mas ignorar o canal direto é comprometer margem. Por isso é cada vez mais importante ter um departamento para otimizar as reservas diretas (sem deitar dinheiro pelo cano abaixo em campanhas sem ROI) ou contratar especialistas como a MIRAI que tratam de tudo, veja o grupo de compra conjunta aqui e adquira esta tecnologia a um melhor preço assim que cada grupo ficar preenchido.  Portugal: um caso particular (e muito relevante) Portugal destaca-se no contexto europeu e em alguns indicadores, mesmo a nível global. 1. Forte crescimento de preços e elevada sazonalidade O ADR subiu de 206€ para 215,83€ em 2025 (+4,8%) , com meses como abril a crescer +10,1%. Ao mesmo tempo, Portugal apresenta a maior amplitude sazonal da Europa , com uma diferença de cerca de 136€ entre janeiro e agosto . Leitura crítica : O pricing ainda está demasiado dependente da época alta, há margem clara para otimização nos períodos intermédios. Se noutros países europeus esta amplitude não é tão acentuada, é porque é possível. 2. Estadias mais longas do que a média global Em Portugal, 41,56% das reservas têm duas ou mais noites , vs 26,91% a nível global . Leitura crítica: Portugal posiciona-se como destino de estadia prolongada, ideal para estratégias de length-of-stay pricing  e pacotes.  3. Forte dependência da procura internacional Cerca de 72% dos hóspedes são internacionais , acima da média global. Leitura crítica : Exposição elevada a mercados externos, exige maior sofisticação na distribuição e gestão de canais internacionais. No entanto, em 2026 com os preços dos combustíveis a aumentar e por consequência os preços das viagens e voos a aumentar, isto pode mudar. 4. O canal direto mantém força (mas com concorrência) Os websites dos hotéis continuam como 2.º maior gerador de receita em Portugal , algo raro (apenas ~20% dos mercados). Leitura crítica: Portugal está à frente, mas a pressão das OTAs e B2B continua a crescer. No entanto, é importante ter um mix diversificado de canais de venda, para não depender demasiado de apenas um único mercado. E tenha uma visão abrangente do mercado, não se esqueça que globalmente  26% dos viajantes iniciam a pesquisa diretamente em OTAs,  portanto, continua a ser importante aparecer nas OTA's. Sabia que algumas OTA's penalizam a sua visibilidade dentro das suas pesquisas para hotéis demasiados focados numa estratégia de vendas via o website do hotel? Portanto, é ótimo ter uma grande fatia das suas vendas via diretos, mas não ignore os restantes canais como se não existisse ou como se não soubessem ou não vissem o que você está a fazer. Hoje em dia os algoritmos veem tudo, e logicamente os algoritmos de pesquisa (quem decide quem aparece ou quem não aparece nas pesquisas), sabe que você está a vender por exemplo no seu website com 15% de desconto face às OTA's (mas se for um preço oculto de um membership club não público já não consegue ver por exemplo). Aprenda mais sobre como o algoritmo da booking funciona. O que isto significa para revenue managers e hoteleiros? Os dados são claros: O mercado está mais dinâmico O cliente está mais exigente e quer experiências E as decisões têm de ser mais rápidas e informadas Como refere a própria SiteMinder, a rapidez de resposta operacional tornou-se um fator decisivo  no desempenho dos hotéis.  Em termos práticos: Pricing mais dinâmico e menos dependente da época Estratégia de canais orientada por dados (não por hábito) Foco em valor por reserva, na experiência, não apenas volume Um webinar com aplicação prática (e “golden nuggets”) É precisamente neste contexto que o webinar da SiteMinder ganha relevância. Ao longo da sessão, serão explorados: Dados detalhados do relatório Tendências globais vs realidade portuguesa Estratégias práticas de revenue management Como a IA está a impactar tudo isto Oportunidades concretas para 2026 A Hotel Tech Market associa-se a esta iniciativa mantendo aquilo que a define: independência, visão estratégica e foco em tecnologia que realmente gera resultados.  Assista ao webinar aqui gratuitamente:   Clique aqui Se gere um hotel, define pricing ou toma decisões de distribuição, este não é apenas mais um webinar, é uma leitura obrigatória do mercado atual. Quer fazer um curso de excelência em IA 100% direcionado para hotelaria e turismo? Inscreva-se nestes cursos nos links em baixo, da Universidade NOVA Faculdade de Ciências e Tecnologia, que são coordenados e leccionados também pelo David Lamelas o nosso fundador e CEO. Os cursos são para o sector hoteleiro e para não técnicos. Cursos de IA para hotelaria e turismo: Iniciação à IA para Hotelaria e Turismo IA Aplicada e Automação na Hotelaria IA para Liderança (C-Level) em Hotelaria e Turismo

The latest infographic from 10minhotel showcases the top 50 OTAs (Online Travel Agencies)  by global traffic. Booking, Agoda, Expedia, and Trip, dominate the market, but the real question is: for how long?  ⏳ As AI disrupts travel search and booking behaviors , traditional dominance is no longer guaranteed. We’re entering an era where travelers rely less on direct searches and more on AI-driven recommendations. That changes everything. Here’s an example of AI autonomously making a reservation for a guest who’s about to book a hotel. See it with your own eyes, it’s crucial to understand what’s happening: https://www.hoteltechmarket.com/post/hoteliers-watch-this-video-ai-is-already-booking-rooms-for-your-guests What this means for the OTA ecosystem: AI-friendly platforms will thrive , those who embrace predictive personalization, faster integration with AI travel assistants (like Gemini, ChatGPT, Perplexity and others), and dynamic packaging will capture user attention effortlessly. At first, the OTAs will win most of the time, because they already have structured data, and AIs love that. Just as clients still prefer to book through these OTAs because they think it’s safer, that was, in fact, one of the reasons they were created. So, OTAs won’t disappear anytime soon and will certainly win in the coming years. In these aspects, they are one step ahead of everything else, still. But what will happen when all of this changes and hotel websites start becoming relevant again for AIs? And what will the big tech companies decide to do about them? One fact is that, because of this, the OTAs have lost power. Legacy platforms may falter , giants like Booking and Expedia might risk their edge if they don't evolve fast enough into seamless, intelligent experiences. Why is Booking starting to have net rate contracts with some hotels? Booking is currently testing a new rate, a net rate! Would anyone ever have believed this could be possible? But it’s real. Many say it’s to imitate Expedia, or for the OTA to have more control over pricing (something that is not beneficial for hotels), but most people believe it’s much more than that. This is something Booking has been talking about for a long time, an expansion of services: to offer more payment options, combined packages (flight + hotel + taxi + meals), and promotions without so much dependence on hotels. Or maybe even to increase margins. Is it a giant, nearly dead, desperately moving in its coffin to gain bigger margins and stay relevant in the market? Many claim this is a step that was anticipated to structurally prepare for AI to use Booking to sell package trips (hotel + flight + other services), and to pay only one provider, in this case, Booking. In Expedia’s case, it was already prepared for this. Can we say that Expedia currently has a slight advantage when it comes to structured and AI-friendly data? Most likely, everything being said above may be true. Booking and Expedia themselves were the first to have a native connection with several AIs like ChatGPT. They are trying to stay ahead. But one thing is certain: they have less and less power. An undeniable fact is that distribution has changed with AI, and everything will be different. The big OTAs of today have returned to square one in this race to "be the AI’s answer" that everyone is after. And unfortunately for many giant players, for now, you can’t pay AI to be the answer and show up, that was the case before with Google’s rules (which are still very relevant). But now there’s more, and there’s a new gatekeeper in the market who decides "who is the answer", "who will appear", "who will sell" and all the rest: AI. And it has reduced the major OTAs to mere sellers, just like many others. Now, it’s important to truly be the best. Just like Sam Altman pointed out here: “We won’t take money to rank a worse hotel above a better one. That kills trust.” https://www.linkedin.com/feed/update/urn:li:activity:7401664662347636736 Think about it: when an AI assistant recommends your hotel instantly based on the user’s preferences, price sensitivity, and travel history, will users still click through 10 OTA tabs to compare deals? 👉 Winners  in the AI booking future: Niche OTAs that integrate with AI platforms early Direct hotel booking engines using LLMs to bypass middlemen (MCP and AEO, GEO) Meta-search tools with conversational layers (e.g. Hopper, Kayak AI) Those who have structurated data Those with real reputation Those with a genuine reputation, who don't just appear in searches because they spend a fortune on ads ❌ Losers  in the AI shift: Those in denial Those who don´t reinvent themselves Mid-tier OTAs without brand loyalty or data ecosystems Platforms that rely solely on paid ads and SEO traffic Sites that ignore UX or have clunky mobile experiences Accor was the first hotel group to integrate its apps with ChatGPT. Through this integration, users can explore hotels, select dates, and check rates, including ALL loyalty member benefits, simply by using natural language. The experience ends with a smooth redirection to ALL Accor’s secure booking platform. At HotelTechMarket.com , we're tracking these shifts and helping brands future-proof their strategy . The battle isn’t just for bookings, it’s for visibility in the AI-driven travel funnel . As AI reshapes the hospitality funnel, the winners will be those who adapt now, not later. Are you prepared for the AI travel revolution? #AIinTravel #HotelTech #OTAs #OnlineTravel #HospitalityInnovation #AIandTravel #BookingTrends #TravelTech #RevenueManagement #HotelMarketing #TravelIndustryInsights #HotelDistribution #FutureOfTravel #HospitalityLeaders #ChatGPTTravel #AITravelBooking #ExpediaGroup #BookingHoldings #Tripdotcom #Hospitality2026 #HotelTechMarket

Let’s talk about robots in hospitality. We have been closely following and studying how robots are evolving in the hotel industry and there are some key takeaways worth highlighting. Humanoid robots can already handle very specific tasks quite well. Still, they are not truly “human-like” yet. They struggle to deal with every situation or adapt to all environments. What we often see in humanoid brand demos today is mostly showmanship: impressive and full of promise, but still far from being practical at scale. This is normal. Cutting-edge innovation like humanoids needs time to mature, even if that time is getting shorter thanks to new breakthroughs, increased investment, and strong global competition in AI, robotics and technology. Meanwhile, simpler and highly specialized robots are already proving their value. These machines are designed to do just one task and because of that, they have reached very high levels of reliability and trust. They work, and they work extremely well. They may not look as exciting as humanoids, but they deliver exactly what they are built for and cost, on average, three or four times less. Today, these robots can handle tasks such as: Room service and room delivery, including autonomous elevator use Logistics support for housekeeping teams Autonomous cleaning of public areas Basic guest service support, like simple requests and directions On-demand food preparation, 24/7 Baggage handling Mobile in-hotel promotion, including upselling, wayfinding, and offers Check-in and concierge Humanoid robots, on the other hand, are still in a heavy training phase. Some can already perform very specific tasks with good results, but they are still expensive, costing between $20,000 and $30,000. Experts estimate that we are still 5 to 7 years away from a truly versatile humanoid that can handle multiple tasks like a human. This timeline will depend on future investment levels and how fast training technologies evolve. On the other hand, specialized robots, priced between $11,000 and $15,000, are available right now. They are reliable, easy to deploy, simple to use, and offer a very attractive return on investment. In many cases, they are not the future of hospitality, they are already part of its present. Here’s something to get you thinking, or maybe even inspire you. Star Wars fans will likely notice the parallel between the advanced like C-3PO, human-like humanoid robots and the older, more specialized ones like R2-D2, super efficient and top-notch at what they’re built for. Science fiction is no longer just fiction, it’s already here. In places like China and the U.S., many young people are growing up as true “robot natives,” and this trend is quickly spreading. What once seemed like imagination is now becoming part of daily life, especially in the hotel industry. Robots are taking on key roles in hotel operations, and that’s changing everything, from how we work to how much we pay for a product or service. While this shift may raise concerns about the future of jobs, it also brings opportunities, like staying in quality hotels for as little as €30 a night, all thanks to advanced technology. Where can we find the right balance, one that ensures everyone’s well-being while still moving forward for the better? That’s a question we should be exploring more deeply and preparing for, more seriously. Stay tuned, we’ll have news soon.

Dear hotelier, it’s time to open your eyes to what’s happening! Many hoteliers don’t even realize that some bookings already come from Agentic AI acting on behalf of travelers. If you’re skeptical, just watch the video at the top of this article. Today, and for some time now, a new generation of AI assistants, also known as "Agentic AIs", can perform specific actions on your behalf autonomously. They can search for the perfect hotel based on your client's preferences, navigate booking websites independently, choose dates, fill out guest details, and carry the reservation almost to completion, all without any effort from the client. And it doesn’t stop there. The client can ask for activity suggestions, off-the-beaten-path itineraries, restaurant recommendations with specific times and days, just like speaking to a travel agent. The results? They’re surprisingly accurate and reliable. In fact, OpenAI (the creators of ChatGPT) are focusing heavily on building trust, and they’re improving fast. No surprise, since these systems are constantly learning through machine learning and deep learning. Unlike Google, where top search results often go to those who pay the most through SEO and PP, here, payment isn’t even an option yet. For now, the answer from the AI is based on what’s truly best for the user, not who paid to be seen first. As Sam Altman put it in a November 2025 interview: “We won’t take money to rank a worse hotel above a better one. That kills trust.” (watch the interview video here on our linkedin post: https://www.linkedin.com/feed/update/urn:li:activity:7401664662347636736 ) Thanks to ChatGPT’s Agent Mode, this future is already here. The AI can open a virtual browser, search for rooms, apply price and availability filters, and prepare the reservatio, stopping just before the final step. The customer only needs to step in for login or payment, if required. Many hoteliers don’t even realize that some bookings already come from AI assistants acting on behalf of travelers. These AIs simulate human behavior, browsing your website or booking channels just like any other customer. Some website analytics tools, like those from Wix an many others, already allow you to see who’s interacting with your site and whether it’s a human or an AI. This opens the door to valuable insights for AEO and GEO, and helps you understand how AI-friendly your website really is. Right now, Agent Mode can complete many steps by itself: navigating websites, filling out forms, setting filters, and setting up bookings. However, to protect user security and privacy, the AI agent typically pauses before taking any sensitive or irreversible action, like entering payment information, solving CAPTCHAs, or logging into secure areas, prompting the user to either take over or give the go-ahead before moving forward. In the video, Agent Mode successfully made the booking directly on the hotel’s official website, taking advantage of a great Black Friday offer, something that made me really happy and boosted my confidence in this AI. Still, it's hard to say whether the credit truly goes to the hotel, or if the result was influenced by the fact that this demo happened on a day when Booking and several other websites were down due to cyber issues. Unfortunately, it's important to highlight that in most cases, when you run the same test, the booking will likely go through Booking, Expedia, or another OTA. That’s because AIs love structured data, it makes everything more efficient and also secure (for example, tools like ChatGPT already have open API integrations with platforms like Booking and Expedia), and also because most hotel websites are still not prepared to meet the needs of these new AI tools (this is actually one of the areas where we can help through our tech advisory services at Hotel Tech Market). So, as you can see in the image below, in most situations the result ends up being what you see here, with the booking going through Booking or Expedia, even when using the exact same question/prompt from the video above. Do you recognize this page? It’s the final step to confirm a hotel booking on Booking. This is what happens in about 90% of cases. Try it out yourself and see for yourself. Besides making reservations almost 100% autonomously by browsing websites as if it were a person, it is also capable of doing other things. If we imagine what is possible with an agentic AI that thinks based on "probabilities" (learn how generitive AI works to understand this better), browses the internet, moves the mouse cursor, fills out forms if necessary, and clicks to complete a task just like a person would, the imagination for use cases is the limit. There are other tools on the market, like Gemini (Google), Claude (Anthropic), and DeepSeek R1, but none are quite as advanced as GPT’s Agent Mode just yet. That said, the gap is closing fast. By the time you read this, it’s very possible that other Agentic AI will be just as capable. Many are already working toward automating bookings through similar web interactions, and some travel platforms are using agents to streamline reservations via OTAs or APIs. It’s also worth mentioning major players that are moving in this direction, like Meta AI, Grok, Microsoft’s Copilot, and more. Others, like Perplexity (which partners with Tripadvisor and Selfbook), already handle much of the hotel search process, but they don’t go as far in automating the booking steps. We’re also seeing travel-focused agents emerging, though many don’t have their own AI models, they’re built on top of big platforms like GPT. Examples include Expedia’s Romie, Booking . com ’s AI Trip Planner, TripGenie from Trip . com, Priceline’s Penny, and Kayak. Then there are tools like Agentic Hospitality and Hyperfunnel, which focus specifically on helping guests book directly through hotel websites. A standout example is SaraAI by Mirai, which integrates directly into a hotel’s website and seamlessly connects the booking engine to the AI. It acts like an AI-powered reservations center, complete with voice, WhatsApp, or app functionality, allowing guests to book everything with a few simple interactions. It’s time to stop burdening receptionists with calls that often don’t convert. They already have their hands full assisting guests on-site. Let AI handle the reservations, it’s faster, smarter, and available 24/7. We strongly encourage you to team up and make your purchases together these solutions from Mirai, doing so gives you access to incredible discounts, as your collective bargaining power increases significantly. Together, we’re stronger. That’s exactly why Hotel Tech Market  was created: to make this process easier and more accessible for everyone. As a kind of public service to the hospitality community, there is currently an open group purchasing program  you can join, here: https://www.hoteltechmarket.com/items/mirai By signing up, you’ll gain access to more information, get to know the products through independent consultants, and, if you wish, participate in the collective purchasing group at the end.

CES, the biggest technology and robotics show in the U.S., is happening right now. As hospitality technology enthusiasts, we found ourselves focused on one simple detail: sleep. One of the most important success factors in hospitality, and in any hotel room, is giving guests a good night’s sleep. To achieve that, you need an excelente mattress and an excelente pillow. That’s why we were impressed by SmartSleep, Stareep’s top-of-the-line mattress. It uses AI and machine learning, and it truly feels like the bed of the future. Our founder slept on a similar one in a hotel in Japan and said: “The hotel was mid-range, but the mattress was unforgettable. I’d go back just because of that mattress.” This mattress adjusts comfort and support in real time, for each body and every sleeping position. Throughout the night, it pays attention to your movements and adapts instantly, providing a level of comfort that only those who have tried it really understand. It also has other interesting features. For example, if it detects snoring, it makes small incline adjustments to help you breathe better. It also includes relaxation modes and a gentler wake-up, without noise, and with less “aggressive alarm” feeling and in a more natural way. It can even analyze your sleep, posture, and help correct habits through reports available in an app. Great sleep sells. It is one of the most important moments of a hotel stay. Watch the demo in the video below. https://www.youtube.com/watch?v=5ARCfu_m7Ac Would you buy a mattress like this? It will soon be available on Hotel Tech Market for collective purchasing. Just a fun fact about mattresses: Did you know that your current mattress probably uses NASA technology that has since been democratized and become standard in hotels? Back in 1987, NASA developed special foam for spacecraft seats to protect astronauts during landing. This foam has the ability to return to its original shape after being compressed. Today, the best mattresses on the market use that same technology. It's fascinating to see how everything evolves and even more so how fast things evolve today. #CES #HotelTech #Hospitality #GuestExperience #Wellness

“An excellent model with a weak prompt can be outperformed by a weaker model with an excellent prompt.” David Lamelas Expanded Prompt Engineering Guide A prompt is the instruction or question written to guide an AI model to give an answer, a result, an image, a video, that is, some output; it is the statement or instruction that tells the AI (NLP) what to do. Think of the prompt as the request you make to a chef: if you say “I want food,” you get something generic; if you explain the dish, portions, dietary restrictions, and whether you like your steak well or rare, the result improves a lot. The same happens with AI. For those technically curious: technically, the prompt is converted into tokens (text fragments) that the AI compares with patterns learned in its base training to predict the next sequence of words and build the response. Remember? LLMs (Large Language Models) or NLPs (Natural Language Processing), or more simply, the ChatGPT‑type models, are just AI models that build sentences very well, so well that they seem super intelligent and seem to know a lot, and they do (in the way I just described, building sentences, word by word, syllable by syllable). What’s interesting: small changes in how a prompt is formulated, role, objective, limits, etc… (see more tips below), can drastically change the “reasoning” or style of the response. Like dialing a phone number: if you get one digit wrong, you call the wrong person. But in this case it’s even more frustrating, because often, with the same prompt you can get slightly different responses… As if dialing the same phone number called slightly different people. So it’s more complex than that, I’m sorry to say. That’s why it’s so important to be precise in prompt engineering, in the detail, in the fine tuning, and follow the best practices that I point out below, in order to minimize that natural randomness that NLPs (the ChatGPT‑type models) have, so that the answer is always more or less identical, and above all meets your request and the result is what you want. So who is going to make the revolution of applied AI in hospitality? In my opinion, it will be the smart hoteliers who master prompt engineering very well, because they are the ones who know which question is correct. Many just don’t yet know how to master it and take advantage of it with AI. Because part of the success of AI lies in the prompt, in the question you ask. Therefore, it is important to have hospitality‑industry specialists develop solutions for hospitality, because they are also those specialists who know how to ask the right question and give the right instructions without leaving any rabbit out of the hat. Golden tip for beginners or the lazier: By the way, golden tip: when you don’t know what quality prompt you should write, explain in simple words what you want to ChatGPT (or another LLM) and ask it to write the ideal prompt for you (also say which model you are going to use that prompt with). Then use that prompt and that’s it. That is, take that prompt, copy to the model you want to use, make a few adjustments if you want, and you’re done, just wait for the result. It seems silly, but it works very well for those who are not yet very comfortable with prompt engineering or are at a more beginner level. But I don’t recommend this practice much, because that way you’ll never learn prompt engineering. But when hurry knocks at the door, it can also be a good solution, even for the more experienced. ✅ Best practices and what a good prompt should have and how it should be structured. How can I create my prompt for the hospitality sector? How to create my prompt for my hotel? How hotels can use AI prompts? Give a clear role - Say who the AI should “be” or which specialty it should follow: “Act as a prudent financial analyst,” “You are a 9th‑grade teacher,” “You are a B2B copywriter,” “Act as a lawyer,” etc… - If it makes sense, add seniority and sector. - For example, if you ask “Act as a lawyer,” the AI will seem like a real legal adviser. Expose the problem - State the problem or situation, this helps give context. - It doesn’t need to be a novel though. Don’t tell the story of your life, be concise. Clear objective and clear tasks - Explain what you want: a question, task, analysis, or ideas. - Declare the desired result in one sentence. - Example very simple: “I want a 150‑word summary for laypeople.” Separate context from instructions Create sections. It works better like this: - Context: 2‑3 useful lines. - Task: what to do. - Restrictions: limits and policies. - Output: final format. Give necessary details - Audience, level of knowledge, language (PT‑PT), tools, deadlines, word limits. Use delimiters - Isolate content with code blocks,  or “Text: …”. Avoid confusion. - Help the AI understand what is an instruction and what is a text you want to change. - For example: Translate the following text into English: “Sem prejuízo do disposto ….”. Show what you want (and what you don’t want) - A good example is worth gold. It will help the AI understand your expectations about the expected result. Just like us humans, we always understand better when we are given an example. - For example write: Here’s an example of the type of response to give to a customer in a complaint: “Dear Mr. Tiago Gonçalves, Thank you very much for bringing this point to our attention ….” - Bring also a short anti‑example to exclude undesired results (for those who already know the quirks of some AI models, know how important it is to give anti‑examples). Restrictions and limits - It is very important to say what you do not want! - After some time we already know the tricks of a given model, and then we know we must say to avoid those tricks. - For example: “Never use em‑dashes —”. By the way, another tip, if you don’t want it to be obvious you used AI, don’t use “—”, because that “—” gives away that you used AI, since that “—” was never used until ChatGPT appeared. Actually I challenge you to try to find on your keyboard that key to type that em‑dash “—”. Understood now? - Declare costs, reading time you have, applicable policies and requirements for privacy (anonymization of sensitive data). Format and length - Say if you want a list, table, bar chart, steps, JSON… say how you want it. - Indicate counts. - For example: “Give 10 different suggestions”, “A list with max. 6 bullet points”. Ask for reliable references - On factual topics, ask for sources and links. - Ask for links to news so you can validate facts. Reduce hallucinations - Another golden tip, to lessen hallucinations use this tip below. - If the AI does not have a basis to prove those facts, ask it to say “I don’t know / low confidence”. Include in all prompts something like: “If you are not 100% sure about an answer or a fact say you don’t know or that the confidence level is low; don’t worry about appearing less certain, it’s normal not to know everything; feel free with me, tell me when there is something you don’t know. The worst you can do is invent something just because you are not 100% sure.”AI models work via probabilities so they understand this part “If you are not 100% sure about an answer or fact say you don’t know or that the confidence level is low…”. Demand justification, but no essays - Ask for criteria and determining factors in short points (avoid long reasoning when you only care about the result). - Ask for criteria and factors in bullet points. Short and direct. The more complete the prompt, the better the result - A bit more precision now saves a lot of rework later. Address gaps head‑on - Allow the AI to ask for clarification if something critical is missing. - If you proceed with assumptions, have them listed. - Authorize a request for clarification when essential data is missing or, alternatively, explicit assumptions. - For example include: “If my prompt is not clear, ask for the clarifications you need in order to give a 100% correct and assertive response.” Ask for creative variety - If you want a rich response with several perspectives or styles, ask; be demanding. - Ask for several responses and put them in competition. - 3 distinct options (e.g., low/medium/high effort) → a synthesis or final conclusion. Give enough context, not a novel - Cut what is superfluous. Summarize long attachments in points. - Sometimes if you include something not that essential, it can confuse the AI; it may focus too much on that part which you put and wasn’t essential. - Here, as in everything, sometimes less is more. - Detail makes all the difference, but neither extreme. For code and data - Specify language/version, environment, I/O, test cases and expectations of complexity. Preserve format when localizing - In translations/summaries, ask to keep formatting, emojis, line breaks, tags. Output evaluation - Request a score (0–10) against criteria and suggestions for improvement of the output or prompt itself. - Always leave space for the AI to be self‑critical of itself or whatever it is. Test → measure → refine; if necessary restart from scratch - Do A/B of prompts. Compare against acceptance criteria. Adjust and repeat. - Sometimes you don’t hit the right prompt at first. In that case, sometimes the best is to understand what failed and restart, putting that learning about what failed in the next prompt and try again. - Sometimes it drives you crazy, trying to correct a result via iteration (adjusting and tweaking the result given by an AI through conversation/prompts), because no matter how you explain, the AI may not understand. For example many times text you request to be in an image ends up off‑lines or misaligned, so sometimes it is harder to correct that mistake than to restart the conversation and include that detail from the start (“capable of fitting the text inside the image”, “if necessary reduce font size of the text so it fits in the image”). 🧪 Very simple template ready to paste I know it’s not always possible to follow all best practices in day‑to‑day. So here is the bare basics, just adapt. Role : Act as an academic synthesizer. Explain problem & objective: Expose {problem}. Explain {theme} for {audience}. Context: {2‑3 sentences} or {a table} Task: Produce a summary in 5 points. Restrictions: Max. 180 words; PT‑PT; without jargon. Sources: Cite 2‑3 reliable sources. Output: Markdown with title, list and section “Limitations”. ✔️ Quick checklist before sending the prompt. How hotels can use AI prompts? Assign a role to the GPT Tone, language, align with audience Define clear objectives (command, question, instruction) Split your request (e.g., separate instruction from context) Include essential details, be descriptive Use delimiters (e.g., “text”) Expectations, show examples or what you don’t want Define response length or format Reference reliable texts Eliminate hallucinations; if not ≥100% probable, say “I don’t know” Request or show Reasoning “step by step” The more complete the prompt, the better the result Test, Test, Test (experiment > results > refine) and often it’s best to start over with the learning you got, if the first result wasn’t satisfactory. ❓ Frequently Asked Questions (FAQs) 1. What is a prompt in AI and why does it matter for hotels? A prompt is the instruction or question you give to an AI model to generate a response. In hotels, better prompts mean more accurate guest communication, improved marketing content, and smarter automation. 2. How can AI prompts improve guest experience in hotels? AI prompts can personalize guest communication, answer questions faster, provide tailored recommendations, and create a smoother booking or check-in experience. 3. Why is prompt engineering important for hospitality? Because asking the right question leads to better results. Hoteliers who master prompt engineering can make AI tools more efficient and aligned with real guest needs. 4. Can AI prompts help reduce hotel staff workload? Yes. With well-structured prompts, AI can handle repetitive tasks like FAQs, booking confirmations, upselling offers, and guest feedback, freeing staff to focus on human interaction. 5. What are some examples of AI use cases in hotels? Chatbots for guest support, upselling through personalized offers, automated review replies, multilingual translation for international guests, and AI-driven market analysis. 6. What makes a “good” AI prompt for hotels? A good prompt is clear, structured, includes context (e.g., guest profile, preferences), defines the expected format, and avoids ambiguity. 7. How can hotels avoid AI “hallucinations” or wrong answers? Hotels should instruct AI to say “I don’t know” when uncertain, set strict guidelines in prompts, and always ask for sources or low-confidence warnings. 8. Do hoteliers need technical skills to use AI prompts effectively? No. While technical knowledge helps, most hotel professionals can learn prompt best practices through examples and structured templates. 9. What are the main benefits of using AI prompts in hotel marketing? Faster content creation, consistent brand tone, personalized campaigns, and better SEO-friendly text for websites and social media. 10. What’s a quick template hotels can use to start with AI prompts? Define the role (e.g., “Act as a hotel concierge”), provide context (guest request, language, preferences), state the task (summarize, reply, suggest), add restrictions (word count, tone), and request clear output (list, email, script).