Heather Balsley, the Chief Commercial & Marketing Officer of IHG, has announced significant changes to the company’s approach to content management in anticipation of AI advancements. Speaking at the Skift Global Forum from September 22-24, 2026, Balsley revealed that IHG is undertaking a comprehensive overhaul of its hotel content to ensure that it is machine-readable. This initiative aims to enhance visibility on platforms where AI models recommend accommodations to travellers using virtual assistants.
Adapting to AI Trends
Balsley emphasised that as AI influences travel decisions, the richness and accuracy of hotel content become paramount. With travellers posing increasingly nuanced questions to AI about their lodging preferences, IHG is investing in a new platform set to launch later this year. This platform will reshape how the company structures and manages its content, allowing hotels to better showcase their uniqueness. The ultimate goal is to ensure that key information about their properties reaches travellers through the most relevant digital channels.
Streamlining Traveler Experiences
In a landscape where the customer journey is becoming more complex yet streamlined, Balsley noted that there is a trend towards conducting all research, discovery, and bookings through a single mobile interface. This shift is partially driven by AI, which aids in itinerary planning and decision-making. Despite these changes, travellers still seek assurance of making the right choices. IHG aims to meet this demand by investing in its diverse brand portfolio and loyalty opportunities, thereby facilitating a more personalised and frictionless booking experience.
Maintaining Customer Loyalty
While technological advancements continually shape the travel industry, Balsley argued that strong customer relationships and brand recognition will remain crucial. She compared the current AI developments to previous shifts with online travel agencies and mobile bookings, concluding that despite these shifts in discovery channels, direct relationships with guests continue to be vital. Balsley suggests that AI tools may change how travellers learn about IHG, but long-lasting trust will come from personalised service and rewarding guest experiences.
Decision-Making in a Rapidly Changing Industry
Balsley explained her decision-making criteria, prioritising initiatives that enhance guest experiences and offer value to hotel owners. While technology evolves, the core principles of improving decision-making confidence, reducing booking friction, and strengthening loyalty remain unchanged. Ultimately, Balsley believes that a focus on strengthening guest-owner dynamics through modern technology and direct engagement will sustain IHG’s relevance and success.
Reporting based on coverage first published by skift.com.