The 2025 Hotel Yearbook is now out, and it’s a must-read for anyone looking to stay ahead of the latest trends, technology, and best practices in the hotel industry.

An initiative from Hospitality Net, the yearbook features insights from some of the most influential thought leaders in global hospitality.

This year’s theme, “Navigating New Dynamics,” explores strategies and innovations across a range of topics, from AI and digital marketing to revenue management and guest retention.

I’m proud to have contributed an article to this edition: Content Strategy for Hotels in 2025: It’s Time to Embrace AI.

Artificial intelligence is transforming how content is created, discovered, and consumed online. In the article, I argue that early adopters of AI-optimized content strategies can gain a competitive edge by focusing on six key areas:

• Optimize content for AI platforms
• Prioritize authenticity
• Answer travelers’ questions
• Use a conversational tone
• Use AI to enhance content
• Align content with guest preferences

Even if AI’s long-term impact on travel turns out to be overhyped, these efforts will still improve your SEO performance. High-quality, helpful content will always be in demand.

To learn more about hotel content strategy and other topics, download your free version of The Hotel Yearbook.