27 May 2025 | GIATA GmbH
The Great Confusion: Why AI No Longer Provides Differentiation – and Content is More Than Just an Add-On
by Claudia Beck
What truly differentiates providers today from their competitors?
This question is currently on the minds of many in the travel and hospitality tech industry - and too quickly, they answer with a simple buzzword: AI. Artificial intelligence has become the new promise of salvation. Everyone uses it. Everyone advertises it. Everyone wants to be "AI-first." Yet the more this rhetoric spreads, the more obvious its interchangeability becomes - and how dangerous it is to base a brand on this single attribute.
The truth is, AI is no longer a differentiator. It may have been at one point - but it hasn't been for a long time. Anyone still trying to stand out through AI today falls directly into the trap many people fail to recognize: the AI differentiation trap.
This question is currently on the minds of many in the travel and hospitality tech industry - and too quickly, they answer with a simple buzzword: AI. Artificial intelligence has become the new promise of salvation. Everyone uses it. Everyone advertises it. Everyone wants to be "AI-first." Yet the more this rhetoric spreads, the more obvious its interchangeability becomes - and how dangerous it is to base a brand on this single attribute.
The truth is, AI is no longer a differentiator. It may have been at one point - but it hasn't been for a long time. Anyone still trying to stand out through AI today falls directly into the trap many people fail to recognize: the AI differentiation trap.
AI is no longer exclusive. It is basic equipment.
Whether GPT, LLaMA, or Stable Diffusion—with open-source models, standardized APIs, and commercial cloud solutions from OpenAI, Google, AWS, and others, virtually everyone today has access to the same technologies. As soon as one provider introduces a new AI feature, others follow within weeks. The innovation threshold falls, the gap closes. Differentiation? None.
What used to be special is now table stakes: an expectation, not a unique selling point. If your entire brand message revolves around "we use AI," you're standing on shaky ground. Because what impresses today is a commodity tomorrow—and invisible the day after.
The greatest misunderstanding is the assumption that customers buy "AI." They don't. Customers buy value. They buy solutions, efficiency, time savings, comfort, security, better decisions. AI is merely the means - not the reason. Hence, making AI the center of your communication is fatal, risking drowning in a sea of similar promises.
A better approach? Focus on what technology enables and on what truly matters - which, paradoxically, is not the technology itself, but what is often undervalued: data and content.
What used to be special is now table stakes: an expectation, not a unique selling point. If your entire brand message revolves around "we use AI," you're standing on shaky ground. Because what impresses today is a commodity tomorrow—and invisible the day after.
The greatest misunderstanding is the assumption that customers buy "AI." They don't. Customers buy value. They buy solutions, efficiency, time savings, comfort, security, better decisions. AI is merely the means - not the reason. Hence, making AI the center of your communication is fatal, risking drowning in a sea of similar promises.
A better approach? Focus on what technology enables and on what truly matters - which, paradoxically, is not the technology itself, but what is often undervalued: data and content.
Content is not a sideshow - it's where decisions happen.
Especially in hospitality, content is notably undervalued. Images, facts, and amenities are still referred to as "non-bookable content." This term is outdated and inaccurate. The decision about what is "bookable" depends on understanding how people actually book.
People rarely book based solely on price or a search box. They book because a hotel evokes something - a feeling, an idea, a wish.
People rarely book based solely on price or a search box. They book because a hotel evokes something - a feeling, an idea, a wish.
1. Images sell dreams.
A good image doesn’t just show a space—it conveys light, mood, and invitation. It makes the intangible tangible. In hospitality, an image is far more than visual; it is a sales argument, brand message, and emotional gateway simultaneously.
2. Facts provide security.
How big is the room? What is the check-in like? Is there fast Wi-Fi, are pets allowed, is the property accessible? The clearer, more precise, and complete this information is, the safer guests feel—meaning fewer hesitations, fewer drop-offs, more bookings.
3. Amenities define experiences.
Guests don’t book merely a bed—they book an experience: a spa, rooftop terrace, co-working space, café with a view. These are not "extras"—they are the defining differences.
Those believing content is "not bookable" misunderstand the digital booking process. Content determines trust, inspiration, and relevance—or disappears into comparison.
A good image doesn’t just show a space—it conveys light, mood, and invitation. It makes the intangible tangible. In hospitality, an image is far more than visual; it is a sales argument, brand message, and emotional gateway simultaneously.
2. Facts provide security.
How big is the room? What is the check-in like? Is there fast Wi-Fi, are pets allowed, is the property accessible? The clearer, more precise, and complete this information is, the safer guests feel—meaning fewer hesitations, fewer drop-offs, more bookings.
3. Amenities define experiences.
Guests don’t book merely a bed—they book an experience: a spa, rooftop terrace, co-working space, café with a view. These are not "extras"—they are the defining differences.
Those believing content is "not bookable" misunderstand the digital booking process. Content determines trust, inspiration, and relevance—or disappears into comparison.
AI is not a substitute for content - it’s an amplifier.
AI can structure, prioritize, translate, categorize, and personalize content. It identifies redundancies, reduces errors, accelerates processes. But it cannot create meaning where none exists.
AI can structure, prioritize, translate, categorize, and personalize content. It identifies redundancies, reduces errors, accelerates processes. But it cannot create meaning where none exists.
AI scales existing content - good or bad.
Poor, outdated, inconsistent content is not improved by AI; it's simply spread more efficiently but remains unconvincing. Conversely, structured, well-maintained, branded content achieves relevance at scale through AI.
What matters most is how deeply content, technology, and strategy are intertwined. It starts with image databases that are classified according to OTA-specific requirements - meaning the standards set by Booking.com, Expedia, Amadeus, and others. It continues with texts that aren’t merely translated, but personalized and aligned with the brand voice. And it shows in the ability to not only manage content centrally, but to deliver it in context - tailored by channel, language, audience, and device.
Only then does content become an asset. And AI a true multiplier.
Poor, outdated, inconsistent content is not improved by AI; it's simply spread more efficiently but remains unconvincing. Conversely, structured, well-maintained, branded content achieves relevance at scale through AI.
What matters most is how deeply content, technology, and strategy are intertwined. It starts with image databases that are classified according to OTA-specific requirements - meaning the standards set by Booking.com, Expedia, Amadeus, and others. It continues with texts that aren’t merely translated, but personalized and aligned with the brand voice. And it shows in the ability to not only manage content centrally, but to deliver it in context - tailored by channel, language, audience, and device.
Only then does content become an asset. And AI a true multiplier.
Differentiation today arises at the intersection of data, content, technology, and perspective.
The hospitality-tech world has evolved dramatically. AI is standard, but few truly master integrating technology, data, content, and brand management.
Differentiation isn’t found in feature lists, but in orchestrating the big picture:
Those combining these elements create visibility and trust - and are booked.
The hospitality-tech world has evolved dramatically. AI is standard, but few truly master integrating technology, data, content, and brand management.
Differentiation isn’t found in feature lists, but in orchestrating the big picture:
- Strong content foundations;
- Clear understanding of channels and contexts;
- Honest appraisal of technology's capabilities and limits;
Those combining these elements create visibility and trust - and are booked.
Where is travel heading? How AI will change travel and hotel search.
Up to this point, we’ve talked about the status quo - about what AI is and isn’t today. But the real transformation is just beginning. Because AI isn’t just changing tools and processes - it’s changing the way we search. And with that, it’s also changing what gets found.
For a long time, traditional travel search was rigid: travel dates, destination, price filters, results list. But with generative AI, a completely new approach is emerging: search becomes conversational, needs-based - and driven by experiences.
People no longer ask: “What is the price for a hotel in Lisbon in June?” Instead, they ask: “I want to get away for a few days - somewhere sunny, with great food, a stylish design hotel, and yoga classes. What would you recommend?”
This new way of searching doesn’t start with a destination - it starts with a feeling. It’s not tied to a specific travel date, but open to suggestions. It’s not driven by price lists, but by individual desires and life situations. And that changes the focus: the destination fades into the background. What takes center stage are experiences, moods, services — and the hotel as the stage for it all.
A business traveler might not be searching for a hotel in “Berlin-Mitte,” but for a hotel with fast check-in, soundproof rooms, 24/7 room service, and a co-working lounge. A family isn’t looking for “Lake Garda in May,” but for a place with childcare, a playground, a pool, and flexible mealtimes.
A couple doesn’t want “something nice in France,” but a small property with regional cuisine, a cozy fireplace lounge, and sweeping views.
AI can understand, interpret, and translate exactly these kinds of desires into suitable recommendations.
Up to this point, we’ve talked about the status quo - about what AI is and isn’t today. But the real transformation is just beginning. Because AI isn’t just changing tools and processes - it’s changing the way we search. And with that, it’s also changing what gets found.
For a long time, traditional travel search was rigid: travel dates, destination, price filters, results list. But with generative AI, a completely new approach is emerging: search becomes conversational, needs-based - and driven by experiences.
People no longer ask: “What is the price for a hotel in Lisbon in June?” Instead, they ask: “I want to get away for a few days - somewhere sunny, with great food, a stylish design hotel, and yoga classes. What would you recommend?”
This new way of searching doesn’t start with a destination - it starts with a feeling. It’s not tied to a specific travel date, but open to suggestions. It’s not driven by price lists, but by individual desires and life situations. And that changes the focus: the destination fades into the background. What takes center stage are experiences, moods, services — and the hotel as the stage for it all.
A business traveler might not be searching for a hotel in “Berlin-Mitte,” but for a hotel with fast check-in, soundproof rooms, 24/7 room service, and a co-working lounge. A family isn’t looking for “Lake Garda in May,” but for a place with childcare, a playground, a pool, and flexible mealtimes.
A couple doesn’t want “something nice in France,” but a small property with regional cuisine, a cozy fireplace lounge, and sweeping views.
AI can understand, interpret, and translate exactly these kinds of desires into suitable recommendations.
For hotels, this is a new stage - and a new responsibility.
Hotels that start today to make their content understandable not just for people, but also for machines, are laying the foundation to appear in these new types of search experiences. In the future, it won’t be the loudest advertiser who gets found, but the one whose offering best fits the situation - the query, the need, the moment.
This means the role of the hotel is changing. Simply being present is no longer enough. It’s about being relevant. Relevant in tone. In timing. In communication. In expectations.
To remain visible, hotels need to not only showcase their content - they need to communicate in a way that fits the context. AI needs structured content, clean data, and clear attributes. It needs to understand: What kind of place is this? What makes it special? Who is it exactly right for?
The new way of searching won’t be about skimming through lists - it will be a dialog-driven selection process.
And those who can’t take part in that dialogue will be overlooked.
Hotels that start today to make their content understandable not just for people, but also for machines, are laying the foundation to appear in these new types of search experiences. In the future, it won’t be the loudest advertiser who gets found, but the one whose offering best fits the situation - the query, the need, the moment.
This means the role of the hotel is changing. Simply being present is no longer enough. It’s about being relevant. Relevant in tone. In timing. In communication. In expectations.
To remain visible, hotels need to not only showcase their content - they need to communicate in a way that fits the context. AI needs structured content, clean data, and clear attributes. It needs to understand: What kind of place is this? What makes it special? Who is it exactly right for?
The new way of searching won’t be about skimming through lists - it will be a dialog-driven selection process.
And those who can’t take part in that dialogue will be overlooked.
The future belongs to those making their content AI-compatible.
Those who start today not only creating content but also structuring it strategically and making it AI-compatible will be ahead tomorrow.
Not because they have the best technology - but because they are relevant. Relevant to real people, with real needs, regardless of whether Agentic AI completes the booking or the customer does it on a website.
The traveler remains human.
AI will no longer ask: “Where do you want to go?” But rather: “What do you need right now?”
Delivering the right response to meet human needs is what turns queries into confirmed bookings.
Not because they have the best technology - but because they are relevant. Relevant to real people, with real needs, regardless of whether Agentic AI completes the booking or the customer does it on a website.
The traveler remains human.
AI will no longer ask: “Where do you want to go?” But rather: “What do you need right now?”
Delivering the right response to meet human needs is what turns queries into confirmed bookings.
How structure truly supports AI – and what YAML has to do with it
To give that one right answer - the answer that truly fits - you need more than just technology. You need content that is not only available, but also understandable. Understandable by people. By machines. And that starts with structure. Because structure is what makes meaning readable. A small format helps make that structure visible: YAML.
To give that one right answer - the answer that truly fits - you need more than just technology. You need content that is not only available, but also understandable. Understandable by people. By machines. And that starts with structure. Because structure is what makes meaning readable. A small format helps make that structure visible: YAML.
Readable, not technical
Show an XML dataset to a non-technical person and you’ll quickly get a puzzled look. XML is a vital technical standard - but it was never meant to be human-readable. Nested tags, technical attributes, cryptic formatting - for many, it’s a closed book.
YAML is a useful tool here. It presents the same content in a clear, logically organized format - almost like a well-structured note. Simple, readable, accessible.
Show an XML dataset to a non-technical person and you’ll quickly get a puzzled look. XML is a vital technical standard - but it was never meant to be human-readable. Nested tags, technical attributes, cryptic formatting - for many, it’s a closed book.
YAML is a useful tool here. It presents the same content in a clear, logically organized format - almost like a well-structured note. Simple, readable, accessible.
A tool for team collaboration
This isn’t about introducing YAML as a new technical format - operational distribution still runs through XML.
YAML is primarily helpful internally: it bridges the gap between developers and content professionals - between those who process data technically, and those who use it strategically, editorially, or for communication.
If you want to make your content AI-ready, you don’t need a new language - you need a new understanding of structure. YAML can help make that understanding visible - especially for those in the hospitality industry who are responsible for content but don’t work in development themselves: content managers, hotel sales leads, brand teams, platform-side product owners, marketing professionals - all the roles that work with hotel content daily, evaluate it, approve it, or explain it.
This isn’t about introducing YAML as a new technical format - operational distribution still runs through XML.
YAML is primarily helpful internally: it bridges the gap between developers and content professionals - between those who process data technically, and those who use it strategically, editorially, or for communication.
If you want to make your content AI-ready, you don’t need a new language - you need a new understanding of structure. YAML can help make that understanding visible - especially for those in the hospitality industry who are responsible for content but don’t work in development themselves: content managers, hotel sales leads, brand teams, platform-side product owners, marketing professionals - all the roles that work with hotel content daily, evaluate it, approve it, or explain it.
Not a new system — but a new mindset
YAML isn’t a system, software, or a new tool that needs to be implemented.
It’s simply a format for representing structured data that can be used with free converters or basic text editors - especially when the goal is to communicate complex content in a clear and understandable way.
In short:
🟡 YAML shows the principle –
🟢 Scalable systems deliver the practice.
Bottom line: Structure is not an option - it’s a prerequisite
The future of the TravelTech and Hospitality industries won’t be determined by who uses AI - but by how well AI is brought to life through content, data, and clear structure.
YAML isn’t a system, software, or a new tool that needs to be implemented.
It’s simply a format for representing structured data that can be used with free converters or basic text editors - especially when the goal is to communicate complex content in a clear and understandable way.
In short:
🟡 YAML shows the principle –
🟢 Scalable systems deliver the practice.
Bottom line: Structure is not an option - it’s a prerequisite
The future of the TravelTech and Hospitality industries won’t be determined by who uses AI - but by how well AI is brought to life through content, data, and clear structure.
+49 160 5644724
You may also be interested in
