The problem isn't lack of demand
It's that you're making decisions with outdated information.
Your guests have already changed how they search, how they ask, and how they book.
But most hotels are still:
The difference today isn't about having more traffic.
It's about how you handle the conversation.
What is "The AI Journey"?
It's a space where we share, every week:
Real market signals
Simple ideas you can apply at your hotel
Cases and learnings from 2,000,000+ conversations
No unnecessary theory. No empty trends.
Only what's working today.
All published editions
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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
Join for free and start thinking about your hotel differently
We work with 700+ hotels and have analyzed more than 2,000,000+ real conversations between hotels and guests.
Everything we share comes from that experience.
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