Hotels struggle to keep pace with a video-first booking journey

Consumer discovery is moving faster than hotel technology and operating models can adapt

The way travelers discover and book hotels is changing rapidly as video platforms such as YouTube and TikTok become central to the travel planning process. Industry leaders argue that many hotel systems, organizational structures, and decision-making processes were built for a slower and more predictable environment, making it difficult to keep up with evolving consumer behavior. At the same time, online travel agencies continue to increase marketing investments and expand into emerging booking channels. The result is growing pressure on hotels to modernize technology, integrate commercial functions, and become more agile in how they engage travelers.

Key takeaways

• Video is becoming a primary discovery channel: Travel-related video consumption continues to grow rapidly on platforms such as YouTube and TikTok, influencing how travelers research, evaluate, and choose hotels.
• Hotels face a speed challenge: Many hotel organizations rely on legacy systems and operating models that make it difficult to respond quickly to changing consumer behaviors and emerging digital channels.
• Consumer expectations are evolving: Travelers increasingly expect richer, more engaging booking journeys that combine inspiration, information, and purchasing opportunities within the same platform.
• User-generated content drives decisions: Research cited by TikTok suggests that traveler purchasing decisions are increasingly influenced by content created by other users rather than traditional advertising.
• OTAs continue to strengthen their position: Major online travel agencies are increasing marketing spending and expanding into new channels such as TikTok's in-app booking ecosystem, intensifying competition for traveler attention.
• Real-time data is becoming critical: As video and social platforms move closer to direct booking functionality, hotels must provide accurate rates, availability, and content across multiple digital touchpoints.
• Commercial integration is becoming essential: Marketing, distribution, and revenue management can no longer operate in separate silos. Hotels need a unified commercial approach that coordinates activity across search, social media, AI assistants, and booking channels.
• Culture change may be as important as technology: Industry leaders argue that hotels must become more willing to experiment, test new channels, and work with technology partners to adapt successfully to a faster-moving digital landscape.

Source: PhocusWire

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