Can “unlocking” an algorithm in sales channels radically change a hotel’s revenue trajectory? This question is increasingly relevant in the tourism market, as hotel units and tour operators readjust their sales strategies, investing more in data analysis tools and digital distribution channels. The growing utilization of technology and data-driven management models reflects a broader transformation trend in tourism sales management.
Algorithms and hotels: How new technologies boost bookings and revenue
In this context, as mentioned by Markos Georgiou, managing director of Loguers, in a presentation held on Wednesday, February 11 in Athens, “online and offline bookings are now being unified and this is a trend for 2026, something we now see being adopted by very large tour operators like TUI”.As he explained, Loguers acts as an external partner for hotels, supporting sales management and digital marketing. The company already operates in Spain and Albania, while expansion into the Turkish market is being considered.
Regarding the results recorded in partner units, company executives mentioned that in the majority of hotels – especially those with intensive tour operating activities – an average revenue increase of 25% to 30% is observed within the first three years of collaboration, while in many cases online sales represent 70% to 80% of total revenue. These figures are attributed, according to the company itself, to the gradual transition to more digital and data-driven sales models.
Daily usage
Regarding the practices applied, Markos Georgiou mentioned that there is daily use of artificial intelligence tools and data-driven strategies, “from weather to travel preferences,” aimed at identifying gaps in hotels’ sales strategies.
At the same time, as he said, Loguers readjusts pricing “with increases or decreases based on supply and demand, so that the hotelier doesn’t lose out on sales, even if the customer is looking for accommodation at the last minute.” As company executives noted, effective utilization of related algorithms requires experience and market knowledge. Regarding this year’s tourist season, company executives estimate that the picture is positive on a nationwide level, with the exception of Mykonos and Santorini, where restrained demand is recorded – a trend that, as they mentioned, was also observed in 2025, mainly due to factors related to destination reputation and price levels.
