What should hotels stop doing in 2027?

Three hospitality technology leaders each named one habit. Jason Walsh of Protect Group says hotels should stop treating stricter refund terms as a shortcut to revenue certainty. Erik Tengen of Plusgrade says they should stop treating an unfinished upsell as a lost opportunity. Stephen Burke of RobosizeME says they should stop writing policies nobody can execute.

Are non-refundable rates bad for hotels?

Not in themselves. Jason Walsh says non-refundable rates have a legitimate place in the booking flow, but hotels should not assume they eliminate commercial risk. He suggests testing a clearly defined date-change option on one direct-booking rate plan and judging it on net contribution per booking-engine visitor.

What is abandoned upsell recovery?

It means following up with guests who opened an upsell offer, such as a room upgrade, but did not complete the purchase. Erik Tengen recommends treating them as a separate group and sending a timely reminder that takes them back to the same offer.

What can a hotel change in the next 90 days?

Audit the top five policies against Stephen Burke’s three questions, add a reminder to one upsell journey, and test a date-change option on one direct-booking rate plan. Each step comes from one of the three contributors.

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What hotels should stop doing in 2027

Published 22-10-2026

What hotels should stop doing in 2027

Three hospitality technology leaders name one habit hotels should retire, and what should replace it

Karim Bouka

Leaders PulseHotel StrategyHotel UpsellingUpsell RecoveryNon-Refundable RatesBooking FlexibilityHotel PoliciesHotel Loyalty ProgramsHospitality TechnologyProtect GroupPlusgradeRobosizeME

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