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.
Winning Back Direct Bookings
How UK hotels keep the margin the booking sites quietly take, by answering their own guests on their own channels.
Read the report
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.
Read the guide
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.
Read the report
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