The hospitality industry has spent years optimizing room distribution.

But many hotels are still under-optimizing what happens after guests arrive.

Across hospitality, there’s a growing visibility gap inside the guest journey itself.

Hotels are investing heavily into wellness, dining, experiences, rooftop venues, destination programming and premium amenities. Yet large parts of that inventory often remain under-discovered during the stay.

Not necessarily because demand is missing.

But because visibility is.

Guests increasingly default toward what feels easiest and most visible in the moment. And in many properties, discovery still still relies on fragmented systems, static information or disconnected guest experiences.

The commercial impact of that is becoming harder to ignore as ancillary revenue continues growing in importance across hospitality.

I wrote about why discoverability may become one of the industry’s next major competitive advantages — particularly in the era of mobile-first travel and conversational AI.