Jason Cruce, EVP of Hospitality Development at Realberry, explores how travelers’ growing use of conversational AI is changing hotel discovery. Hotels are increasingly competing not only for search rankings but also for inclusion in AI-generated recommendations. Cruce examines how distinctive design, local experiences, programming, and strong digital identities can help properties stand out, highlighting Denver’s Dairy Block and Proper Hotels as examples. As AI becomes a larger part of travel planning, discoverability is emerging as an important consideration for hospitality owners alongside traditional fundamentals like service, operations, and revenue management.

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