El Camino de la IA: Real ideas to grow your direct bookings with AI
A weekly newsletter for hoteliers who want to sell more, respond better, and depend less on OTAs.
El Camino de la IA
Hi, I'm Gonzalo Rioja, and something that always motivates me is finding ways to help hoteliers sell more with less effort.
If there's something that's truly transforming the industry, it's Artificial Intelligence. We're not talking about a distant trend — this is something already generating real impact in the way hotels interact with their guests and grow their revenue.
If you're a driven hotelier who refuses to settle, this newsletter is for you.
In it you'll find:
- Real market signals
- Simple ideas you can apply at your hotel
- Cases and learnings from 2,000,000+ conversations
Read the past editions
Platforms are already connecting hotels with ChatGPT
A piece of news that changes distribution, how the recommendation is earned, an idea for your reviews and the new podcast episode with Javier Castellanos, co-founder of El Rincón del Vago.
Read edition →50 editions later: the tools change, the craft doesn't
A lesson after 50 editions, why competing on price alone is a trap, a practical prompt and a common question.
Read edition →Serve guests in any language with WeSpeak Translation
A new feature for your operation, two signals about how travelers are changing and a real case that inspires.
Read edition →You chase new guests and neglect the ones you already have
An uncomfortable opinion, a prompt to close objections, a new channel and the launch of my podcast.
Read edition →The industry went from «trying» AI to «using» it
What it means that the industry has «already adopted» AI, the photo that's costing you bookings, how it went in Asunción and a question that got me thinking.
Read edition →Turn ChatGPT into your toughest guest
An AI experiment, being full and making money are not the same thing, what makes a guest come back and the video of our event with Cloudbeds.
Read edition →Your staff turnover costs more than any OTA commission
We're heading to Paraguay, an opinion that will make you uncomfortable, a prompt for your marketing and the eternal question about reviews.
Read edition →The guest who works from your hotel
The trend that fills your low season, a prompt to review your pricing, the success of our event with Cloudbeds and 7 places where your WhatsApp should be.
Read edition →What you should never automate in your hotel
Today's prompt, a real case that will inspire you, what you should never automate in your hotel and a mistake almost everyone repeats.
Read edition →AI no longer just recommends: it's starting to book
Why RevPAR isn't enough, the AI that already books on its own, our new Amadeus integration and the final week before the Cloudbeds event.
Read edition →67% of your inquiries arrive after hours
An event with Cloudbeds, this week's prompt, a data point from 700+ hotels and more.
Read edition →Your next guest is asking ChatGPT where to stay
Three things this week: why AI already recommends your hotel (and your reputation is your visibility), a chatbot that ruined a honeymoon, and what to tell the receptionist who fears for their job.
Read edition →When AI kills the we-dont-have-time excuse
The most common objection I hear: we want more direct campaigns but we dont have time. AI closes that execution gap: personalized campaigns in minutes, not days. Plus a free prompt to build yours in 5 minutes.
Read edition →From the rear-view mirror to predicting what is next
There is a huge difference between having data and knowing what is going to happen. AI is no longer just a reporting tool: it now anticipates demand, upsell and dissatisfaction before they happen.
Read edition →The OTA is the window, WhatsApp is the register
26% of travelers start their search on Booking. But between discovering you and booking, there is a silent journey —Google, Instagram, WhatsApp— where it is decided whether you keep the commission.
Read edition →Influencers that actually work
You don't need reach, you need affinity. Micro-influencers with 5k to 20k followers convert better than mass accounts. How to apply it at your hotel.
Read edition →The guest doesn't analyze your website, they scan it
Less than 60 seconds to decide whether to stay or leave. Your website has to answer three questions in that time. Plus Santiago Esmoris on how to train AI to sell.
Read edition →Check-in starts before the front desk
Before booking, the traveler has already been through Instagram, Google Maps, and the reviews. That's their first check-in. How to improve your digital presence to win before they arrive.
Read edition →Low season: create reasons, don't cut prices
One hotel cuts prices in the low season. Another creates reasons to travel. Which one do you think comes out ahead? International examples and how to apply it at your hotel.
Read edition →Published price vs. perceived value
Two hotels with the same rate, different results. The guest doesn't buy a number: they buy what that number represents. How to work on perceived value at your hotel.
Read edition →Digital nomads and the next revenue leap
Digital nomads are no longer an alternative segment. They mean long stays, recurring spend, and a very clear profile. How to start capturing this segment at your hotel.
Read edition →Post-FITUR: technology as a condition for competing
The consensus at FITUR 2026: technology is no longer discussed as innovation. It's a condition for competing. And TikTok Travel Ads: the new advertising format for tourism.
Read edition →FITUR 2026 live
FITUR kicked off today in Madrid. Gonzalo is there to have real conversations, not to pose for photos. And the summer season in Argentina: 75-100% occupancy.
Read edition →WhatsApp as a direct sales channel
Why WhatsApp is no longer just customer service but the most effective direct sales channel for hotels. Concrete strategies to quote, follow up, and support the decision.
Read edition →WeSpeak + Ideas360
The partnership between WeSpeak and Ideas360 is born: marketing that attracts + conversation that converts. Marketing doesn't end when someone reaches out. It starts there.
Read edition →Happy New Year and Latin America
The last day of the year. A tribute to the hoteliers who never stop. And the IDB data: Latin America and the Caribbean are growing 5.2% annually in tourism, with 115 million arrivals in 2024.
Read edition →FITUR 2026 and Merry Christmas
FITUR 2026 in Madrid: more than 50% growth in the Travel Technology space and a new Knowledge Pavilion. Happy holidays to all hoteliers.
Read edition →Forbes Argentina and Global Tourism at Record Highs
WeSpeak in Forbes Argentina: 700 hotels, 20 countries, 600,000 messages per month, 8x growth. And global tourism breaks records in 2025, surpassing 2019 levels.
Read edition →IProfesional, Smart Travel Awards and Amadeus 2026
WeSpeak in iProfesional. Nominated for the Smart Travel Awards as Best Hotel Sales Tool. And Amadeus's 6 tourism trends for 2026.
Read edition →Meta Glasses, Ámbito Financiero and Bleisure
Meta+Ray-Ban smart glasses arrive in tourism. WeSpeak in Ámbito Financiero. And bleisure: the trend of mixing business and leisure that's redefining the corporate traveler.
Read edition →Meliá + Messi and Google + AI
Meliá is building a resort with Messi in Bariloche. Google is integrating AI across the entire travel planning process. The hotel distribution map is changing.
Read edition →Mass discounts no longer work
Travelers value experience, personalization, and recognition more than a 10% coupon. How to identify your highest-value guests and build more profitable relationships.
Read edition →The rise of solo travelers
1 in 4 travelers now travels alone. Millennials, Gen X, and women lead this trend. The solo traveler spends between USD 1,000 and 2,000 per week. Is your hotel capturing them?
Read edition →FIT 2025
WeSpeak took center stage at FIT 2025 with the panel 'From Content to Conversation.' The hotel service model is changing: from transactional to relational.
Read edition →Knowledge Is Useless If It Isn't Shared
We were giving talks in Colombia. And an important reflection: automating doesn't mean dehumanizing. It means freeing your team to do what robots can't.
Read edition →MeetUp Argentina 2025
We were at MeetUp Argentina 2025 and it was a moment of pride for the whole team. Plus the trends in tours and activities: young travelers want immediacy and last-minute bookings.
Read edition →Letting Go to Grow
Agustín Addiechi takes over commercial leadership at WeSpeak. And Alphabet reported USD 96.4B with +14% growth, driven by AI. AI is already the economy.
Read edition →Hotel Omnichannel
Integrating every channel into one seamless experience isn't a trend: it's a necessity. Plus four tourism resilience strategies so your hotel can weather any storm.
Read edition →The Tourism of 2035 and Your Website
Tourism in 2035 will be the convergence of emotion, simplicity, and technology. And you can start preparing now: by optimizing your website to convert more today.
Read edition →Gen Z and How WeSpeak Got Started
Gen Z doesn't search for hotels on Google: they start on TikTok, continue on Reddit, pass through Instagram, and end up on Google Maps. And the full story of how WeSpeak was born.
Read edition →Advertising on WhatsApp?
WhatsApp is testing integrated advertising formats. What this means: the channel you use to serve guests can become your most powerful marketing channel.
Read edition →WeSpeak Lands in Chile
We were selected by Start-Up Chile for the Growth program. And Expedia is turning Instagram Reels into bookable travel itineraries. The future is here.
Read edition →Valencia, Google AI, and the WhatsApp Ebook
Recap of the Valencia meetup (Entrepreneurial Hospitality). Google is testing ads in AI-powered searches. And we're launching the free Ebook analyzing over 2,000,000 WhatsApp conversations.
Read edition →WeSpeak in Valencia and AEO
In-person event at the Hotel Turia in Valencia on May 23. And the new AEO paradigm: it's no longer enough to optimize for Google, you have to optimize for AI answers.
Read edition →AI in Hospitality: What It Means for Your Business
McKinsey confirms it: companies that adopt AI grow 10-15% faster. A real case: B&B Concha Madrid, more conversations answered and more direct bookings.
Read edition →Profitability isn't about selling more, it's about selling better
Optimizing the direct channel lowers acquisition cost and raises margin. The 5 most frequent questions your hotel receives and how to answer them to convert more.
Read edition →Netflix or Blockbuster?, Lanzadera and WeTalk #4
80% of travelers prefer to message before calling to book. 70% stick with the first hotel that responds. Is your hotel on Netflix's side or Blockbuster's?
Read edition →Direct bookings, Anato 2025 and WeTalk
5 keys to boost your direct bookings. Plus: WeSpeak at Anato 2025 Colombia, the largest tourism event in Latin America with more than 52,000 attendees.
Read edition →The future, Juan and the bet on AI
The Phocuswright Travel 2025 report confirms what we were already seeing: conversational AI is the new standard. Meet Juan, WeSpeak's virtual receptionist.
Read edition →TikTok for Hotels, AI and Direct Bookings
TikTok is becoming a travel-inspiration channel. A real case: Howard Johnson automated 89% of its questions and achieved +21% in direct bookings with 92% satisfaction.
Read edition →Welcome to 'The AI Path'
AI is already a reality in hospitality. This newsletter kicks off to walk with you every week, sharing real market signals and how to use artificial intelligence to sell more rooms.
Read edition →Join for free and start
thinking about your hotel differently
What will you take away each week?
-
Actionable ideas (not theory)
-
Simple exercises to apply at your hotel
-
New ways to use AI without complications
-
Strategies to increase direct bookings
-
Real insights into guest behavior
Subscribe for free!
Fill out the form and start receiving the newsletter.
1 email per week. No spam. Real value.
