The Halo Effect · 2026-06-03 · 53 min
In this episode, Ashleigh and Michael are joined by Sam Weston, Head of AI and Marketing at 80 Days and editor of Hotel Speak , a specialist with over two decades of experience across hospitality, digital marketing, brand strategy, and AI. Sam explores why brand has never mattered more for hotels and why "brand legibility" is fast becoming as important as brand strength. The conversation covers generative engine optimisation (GEO) and how hotels can make themselves discoverable in AI-powered search, the rise of agentic AI and what it could mean for the future of hotel bookings and direct revenue, and how hotel websites need to evolve to serve both human visitors and AI agents. Sam also shares three practical first steps any hotelier can take today to prepare for an AI-led discovery landscape. BONUS LINK - Read Sam's latest article on brand legibility and what AI needs from your hotel brand:
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