Website Down? Why Hotels Need to Rethink Their Digital Presence in 2026

Beatrix Creutzburg • June 17, 2026

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In the podcast “Bring dich mit,” hosts Sara Pawlik and Minu Steffen talk with Alexander Creutzburg about the future of hotel websites, direct bookings, artificial intelligence, and why a hotel’s own website will remain its most important digital touchpoint even in 2026.


TikTok, AI assistants, booking platforms, and social media are rapidly changing the way guests seek information and make reservations. Does this spell the end of the traditional hotel website? Sara Pawlik and Minu Steffen explore this very question in the podcast “Bring dich mit” alongside Alexander Creutzburg.

1. The hotel website will remain indispensable in the future

The most important takeaway from this podcast episode: The hotel website is by no means dead. On the contrary. Today, it’s the only digital space that hotels have complete control over. While reach is generated through search engines, social media, or booking platforms, the actual booking decision is often made on the hotel’s own website.



What started out as a digital business card has long since evolved into a central operating system for marketing, guest communication, and direct bookings.

2. Mobile user experiences are key to success

Generation Z, in particular, researches and books almost exclusively via their smartphones. Anyone looking for a simple and intuitive mobile booking process not only improves conversion rates among young guests but also creates a better user experience for all target groups.


The use of mobile devices is thus increasingly becoming the benchmark for the quality of a hotel website.

3. Fewer tools, more clarity, and ease of use

Chatbots, pop-ups, booking widgets, newsletter tools, and cookie banners: Many hotel websites today are equipped with a wide variety of applications. However, too many parallel systems can complicate the user experience and prevent bookings.


Successful hotel websites therefore rely on clear processes, ease of use, and a consistent focus on guests’ needs.

4. AI as a supplement to, not a replacement for, hospitality

Artificial intelligence also plays an important role in this podcast episode. When used correctly, it can relieve employees of relieve employees of and free up time for personal guest interactions. However, it is crucial that technology supports people rather than replacing them. Especially in the hospitality industry, genuine hospitality remains a key factor for success.

5. Accessibility Is Becoming a Quality Feature

Another topic is digital accessibility. It not only improves accessibility for people with disabilities, but also often leads to better user experience, higher conversion rates , and better search engine visibility. Making your website accessible to all visitors is also an investment in the long-term viability of your digital presence.

Listen now:

Listen to the podcast to learn in detail why the hotel website will remain the most important digital touchpoint for hotels in 2026 —and what role AI, direct bookings, and digital hospitality play in this.

From the Future to the New Hotel Website

The podcast discussed why hotel websites are becoming more important right now. If you're already planning a relaunch or want to know how your website can meet tomorrow's demands, we're here to help.


With hellohotel , XPORT has developed a cutting-edge website system specifically for hotels. It combines the speed and efficiency of a modern website system with the specific requirements of professional hotel websites. This allows for the creation of modern websites in significantly less time—instead of lengthy custom development projects—with a clear focus on direct bookings, AI visibility, accessibility, performance, and easy day-to-day maintenance.


As part of our anniversary promotion—we’re celebrating 25 years of XPORT—hotels can currently take advantage of a 25% discount on website development*.
(* Promotion valid through December 31, 2026, or while anniversary slots are available.)


Photos:

Sicon Hospitality - "Bring Yourself" Podcast

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