The Sorino Blog
Reads for hotels.
Plain, practical, sourced pieces on putting AI to work in a hotel: answering the phone, the inbox and the messages, and keeping bookings direct.
Every post in one place.
Earn More From Every Booking
The best time to sell extras is between booking and arrival, while the guest's plans are still open. How an always-on agent offers the right room, dinner or a late checkout from your own rates and live availability.
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Does Martyn's Law Apply to My Hotel?
If you can reasonably expect 200 or more people on site at the same time, including staff, Martyn's Law applies. How a hotel counts to 200, and what a standard tier hotel actually has to do.
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Will AI Assistants Book Your Hotel?
Assistants are cutting the guest's shortlist from around forty hotels to four. What launched this summer, what it means for a hotel group, and the five things to fix this month.
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The Reply Gap
The average hotel takes 3.7 days to reply to a guest review, and only two thirds get a reply at all. What that reveals about the rest of your guest communication.
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How to Cut No-Shows and Late Cancellations
A no-show room is revenue gone at midnight. How an always-on agent confirms every booking, reminds guests before arrival, and frees a cancelled room in time to resell it.
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What a Part-Time Pair of Hands Really Costs
A part-time person on the 2026 National Living Wage costs £14,660 a year and covers 928 hours of the front desk, not 1,040. The maths, and what it means for answering every call.
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The Christmas Rush Starts in Summer
The state of the festive season for UK hotels, and how to answer every enquiry and win December without hiring for it.
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Answer Every Festive Enquiry
How a hotel stops missing Christmas party bookings: answer every enquiry across every channel, day and night.
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Speak Every Guest's Language
How UK hotels answer international guests on every channel, in their own language, around the clock, without hiring for it.
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Winning Back Direct Bookings
How UK hotels keep the margin the booking sites quietly take, by answering their own guests on their own channels.
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The Short-Staffed Summer
Fewer people on the floor at the summer peak, and the phone still ringing. How a hotel answers every call and booking without hiring.
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The State of AI in UK Hotels 2026
How UK hotel groups are quietly putting AI on the phones, the inbox and the booking channels, and what it is doing for them.
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