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July 02.2025
2 Minutes Read

Explore How Hive Transforms Hotel Distribution for Luxury Travelers

Two professionals discussing hotel distribution using AI.

A New Dawn for Hotel Distribution: Embracing AI

In an era of rapid technological advancement, the hotel industry is undergoing a significant transformation driven by artificial intelligence (AI). Brian Reeves, CEO of roomangel, unveiled the Hive platform at HITEC 2025, which aims to empower hotels to reclaim control over pricing, distribution, and performance analytics. Unlike traditional platforms, Hive represents a paradigm shift, offering hoteliers not just tools, but a holistic approach to managing their operations.

What is Hive and How Does It Benefit Hotels?

Hive is built on roomangel's proprietary pricing datasets and integrates these insights into an AI-driven environment. This allows for immediate performance improvement by offering a suite of solutions across revenue management, marketing, and distribution. Hoteliers can tap into AI’s potential to optimize their pricing strategies, ensuring they never oversell themselves nor their customers.

The Agentic Future of Travel Bookings

Reeves envisions a world where intelligent agents—AI bots—handle booking queries on behalf of both consumers and hotels. With this shift, hotels must be ready for an influx of simultaneous AI inquiries. Utilizing platforms like Hive, they can harness property-level insights, allowing them to offer competitive rates that still prioritize guest satisfaction.

Bridging the Fragmentation Gap

One of the major hurdles in hotel operations has been the siloed nature of various departments. Hive addresses this fragmentation by enabling cohesive collaboration, ensuring that marketing, finance, and revenue management work towards a common goal. This interconnected approach not only enhances operational efficiency but also cultivates smarter business strategies that align with AI advancements.

AI: A Tool, Not a Replacement

Amid concerns about the rise of AI, Reeves reassured hoteliers that AI is intended to augment, not replace human roles. By enhancing the capabilities of teams within hotels—like marketing and finance—businesses can leverage AI to make well-informed decisions that elevate guest experiences.

Getting Involved with Hive!

Reeves concluded with an exciting invitation for hoteliers: to engage with Hive by creating a free account, experimenting with their data, and witnessing the platform's capabilities firsthand. He emphasizes that rather than fearing AI, industry professionals should embrace its potential to shape a brighter future in hotel management.

As more luxury hotels integrate AI solutions into their operations, consumers can expect enhanced services and better rates that cater to their specific needs. With AI driving efficiency, seekers of upscale accommodations can look forward to innovative offerings at top luxury hotels in various destinations, further elevating their travel experiences.

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