Good morning. U.S. hotels posted another positive week with RevPAR climbing 4.9%, but World Cup optimism is fading: CoStar reports that hoteliers' optimism about FIFA demand is weakening as room block projections fall short. Meanwhile, Marriott is racing to deploy conversational AI across its booking channels.

Congrats to Danielle Dorland and Jessica Nalley on their promotions to SVPs of Operations at InnVentures. And congrats to Ellen Davis on her promotion to COO and EVP at the U.S. Travel Association.

AI Is Not the Threat to Hospitality. Artificial Hospitality Is. Nathan Woods, founder of Beloved Hospitality, argues that technology doesn't weaken human connection on its own. The real danger is when hospitality becomes performative rather than genuine, and AI just makes that gap more visible. Listen on Hospitality Daily (10 min). This is timely as major chains race to embed AI into booking, messaging, and planning tools, raising the question of whether speed-to-market is outpacing thoughtful guest experience design.

Robb Report calls Camp Sarika at Amangiri "the most exclusive resort in the United States." The tented pavilion camp in southern Utah's red-rock canyon country draws its appeal from radical simplicity: a handful of private pavilions with plunge pools set against the Grand Staircase-Escalante landscape. For luxury operators studying what justifies ultra-premium nightly rates, the answer here isn't amenity stacking — it's controlled scarcity and letting the environment do the work. Read more on Robb Report

Lodging Magazine's Women in Lodging series continues through Women's History Month with profiles spotlighting how women are shaping hospitality from different entry points. Bhavna Tanwani, Sales and Key Accounts Manager at Vingcard by ASSA ABLOY in the UAE, describes how Dubai's identity as a hospitality city drew her to bridge technology and hotel operations. Read more on Lodging Magazine

Lighthouse launched Review Agent, pulling guest reviews from Booking.com and Expedia into a single dashboard where hoteliers can read, respond, and automate review management. TripAdvisor data shows 77% of travelers are more likely to book when a property owner responds to reviews, but managing feedback across multiple OTA platforms remains time-consuming for many. Read more via Lighthouse

AI is changing how hotels get found, compared, and chosen online, and most operators aren't ready. Emily Goldfischer from hertelier spoke with Jonny Brentwood about the new AI-driven customer journey, where search engines increasingly summarize hotel options before travelers ever reach a brand's website. The piece argues that hoteliers need to rethink how their properties are represented in structured data, reviews, and content that AI systems can parse, because the traditional funnel from search to booking page is compressing. Read more on hertelier

Marriott is building conversational AI search for its website and app, aiming for a mid-year rollout. Drew Pinto, EVP and chief revenue and technology officer, said the company plans to "get that out and pilot it in the next couple of months, and then by mid-year to have it more fully rolled out." Marriott has been testing natural language search on its Homes & Villas platform for roughly two years and is now expanding the approach to its core booking channels. The company is also enhancing pre-arrival guest messaging tools. Read more on Skift

Hotels are leaving F&B revenue on the table, and mobile ordering is closing the gap. Canary Technologies launched F&B Mobile Ordering, a solution that lets guests scan QR codes to order from pools, lobbies, and rooms without flagging down staff. Properties in the six-month beta reported a 30% increase in food and beverage revenue through larger check sizes and higher order volume. The system integrates directly with PMS and POS platforms, and co-founder SJ Sawhney says it helps "teams handle higher volume with less effort." For operators watching third-party delivery apps siphon in-house F&B spend, this is a direct counter. Read more via Canary Technologies

U.S. hotel RevPAR rose 4.9% to $104.92 for the week ending March 7, per CoStar, with occupancy up 1.2% to 63.0% and ADR climbing 3.6% to $166.47. Among the top 25 markets, Las Vegas posted the strongest gains across all three metrics, while Orlando saw the largest occupancy decline, dropping 6.4% to 76.2%. The positive week builds on February's momentum, which CoStar previously called the strongest month since January 2023. Read more on Lodging Magazine

Hoteliers' optimism about the 2026 World Cup is weakening as FIFA room block demand comes in softer than expected. With kickoff less than 100 days away, the attitude surrounding the tournament is souring, per CoStar. Jan Freitag, national director of hospitality market analytics at CoStar, said "the overall numbers are likely going to be a little bit disappointing if the trends hold." The key question is how many rooms FIFA's block will actually fill; if the shortfall holds, hoteliers in host cities will be scrambling to backfill inventory they set aside at premium rates. Read more on CoStar