After more than twenty years working in hotel operations, hotel marketing, and hospitality technology, I’ve noticed a shift in the questions hotel owners ask. It used to be, “Which PMS should we use?” Now it’s, “Why do we have so many…
AI for Hotels in 2026: Hype vs. Reality – A Practical Guide for Owners in Thailand
After talking with dozens of hotels across Thailand over the past few years, I’ve learned a simple but often uncomfortable truth: hotel owners and general managers don’t lack intelligence, ambition, or commitment to AI. What they are missing, through no fault…
Marketing Agency vs. In-House: a Total Cost of Ownership (TCO) analysis
When a hotel owner in Thailand asks me, “Why should I pay an agency when I can hire someone in-house?”, they’re usually thinking in one simple equation: “Monthly retainer vs. monthly salary.” That’s a natural instinct, salary is obvious, neat and…
Hotel Ads Campaigns: Why Running Ads in Isolation Rarely Works
After more than 25 years working at the intersection of digital marketing, hotel commercial strategy, and hospitality tech, and speaking to hundreds of hotel operators, I’ve seen one recurring pattern play out again and again: Hotels lose faith in advertising not…
Direct Bookings vs. OTAs: The Real Cost of Hotel Distribution
Understanding the Real Economics of Hotel Distribution and the Path to Sustainable Profitability After more than 25 years working in digital marketing, hotel commercial strategy, and hospitality technology, one conclusion has become clearer with every passing year: Direct bookings are not…
Hospitality Tech Review 2025 and Vision for 2026
Every December, I spend time reflecting on the year, what we built, what we learned, and how the landscape evolved around us. I’ve kept this habit since before The Percentage Company existed, but this year’s reflection seems to carry a different…
Booking System vs. Booking System + Services: Which is best in 2026?
After more than two decades in hotel digital marketing, revenue management, and hospitality technology, from boutique resorts to international hotel groups, I’ve learned one unshakeable truth: Technology alone often doesn’t grow your revenue. Technology + expertise does. This has never been…
Why Meta Search Matters in 2026: Google Hotel Ads, TripAdvisor & Trivago Guide
For years, the conversation around “direct bookings” has centred on Google, SEO, PPC, retargeting, and loyalty programs (all of which The Percentage Company provide). But in 2026, one channel continues to stand out as both massively under-utilised and disproportionately profitable for…
Choosing the Right Ticketing Platform for Your Business: What to Look For in 2026
In the events and attractions industry, technology decisions are no longer just about convenience, they’re about competitiveness. The right ticketing platform can transform how an event business operates, markets, and grows. The wrong one can limit reach, create operational friction, and…
Designing Digital Guest Experiences: How Hotels Can Win in a Digital-First World
It was a great pleasure to have been invited as a guest speaker at the Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket Campus yesterday, to deliver a session for the Bachelor of Business Administration students on the subject…