The tourism distribution strategy in Maspalomas and its surrounding area is about to face a disruption from predictive analytics. Sebastian Ebel, CEO of the tourism giant TUI, has made a bold prediction: within a maximum of twelve months, most bookings will be channeled through artificial intelligence (AI) platforms such as Google's Gemini or ChatGPT, rendering traditional organic searches obsolete.
This shift requires the hotel industry in the South, which has traditionally relied on tour operators and direct traffic from Google, to urgently review its yield management strategy. According to Ebel, AI will allow customers to book vacation packages in the South of Gran Canaria simply by entering conversational parameters: "A week in Meloneras with golf course and breakfast included for two people." The technical integration of these features is already complete, and only the direct connection with the main Large Language Models platforms is lacking.
For the large resorts and chains in the area, the emergence of AI as a fully integrated travel agent is changing their product exposure: Maspalomas hotels will no longer compete solely on SEO (search engine optimization), but rather on being the most efficient and logical result within Gemini's algorithmic recommendations. AI will allow TUI and other platforms to optimize pricing in real time, maximizing the Average Daily Rate (ADR) and occupancy in an automated process that eliminates traditional intermediaries.
Ebel also linked AI to market segmentation in response to inflation. TUI benefits from its "strong position in the four- and five-star segment," where affluent customers continue to travel. This segment, vital for the Meloneras area, will likely maintain its investment in the quality of Gran Canaria's resorts.
Price-conscious families will be forced to seek destinations with "very good value for money," citing Gran Canaria as an example of a more affordable option. This phenomenon could accelerate a polarization in southern Gran Canaria: while the luxury segment holds firm and benefits from high-spending clientele channeled through AI (seeking the best experience), three-star hotels and volume options in areas like Playa del Inglés could face a decrease in demand if AI algorithms redirect price-sensitive families toward competitors from outside the EU. Control of the booking algorithm is becoming, in less than a year, the most valuable strategic asset for the Canary Islands hotel industry.
