In a recent featured interview with ITN News, Nelios CEO Dimitris Serifis shared his perspective on the technological shifts actively reshaping the tourism landscape. From the migration toward conversational AI search to the critical need for “Data Readiness” and cybersecurity compliance, the discussion highlights how hospitality brands can leverage emerging digital tools to protect direct revenue while elevating authentic human connection.

Let’s dig deeper into the discussion:

How dramatically has technology changed the way travelers research, plan, and execute a trip today?

Dimitris Serifis: Technology has radically altered the speed and sequence of decision-making. We have transitioned from the era of mobile micro-moments and social discovery to today’s reality of AI search, hyper-personalized content, and intelligent booking engines. The traveler no longer follows a linear path, they discover, compare, and decide in real time. Because of this, a tourism business’s digital presence is no longer just a promotional channel, it is the active point of sale and the very engine shaping guest choice.

How can Artificial Intelligence help tourism businesses better understand guest needs and deliver more personalized services?

Dimitris Serifis: AI enables tourism businesses to tap into the 85% of guest data that currently goes unused. Across the industry, the vast majority of businesses utilize a mere 10% to 15% of the information they collect. AI steps in to process and synthesize this volume of data organically, converting it into everyday operational tools, ranging from personalized communication and targeted offers to predicting guest needs before the booking engine transaction is even completed.

Can new digital applications boost direct bookings and reduce hotel dependence on major international OTAs?

Dimitris Serifis: Yes, because AI search fundamentally changes the rules of the game. Travelers now query using natural language and highly specific, complex criteria, something traditional OTAs struggle to answer easily due to their rigid, standardized database structures. This creates significantly better opportunities for hotels. When a property properly projects its unique identity and specialized content, AI search allows it to penetrate much higher up the decision funnel, bringing the traveler directly into its own digital ecosystem.

Which technological investments do you consider essential today for a hotel or tourism business that wants to remain competitive?

Dimitris Serifis: Beyond basic operational management systems, tourism enterprises must invest in tools that build what we call Data Readiness. AI is only as effective as the quality and structure of the data fed into it. Therefore, the primary focus must be placed on advanced CRM platforms and robust Analytics tools. Through these, a hotel can collect, unify, and activate its own first-party data to properly fuel AI applications and build a truly competitive long-term strategy.

How can data and modern digital tools help destinations better manage tourist flows and extend the operational season?

Dimitris Serifis: Destinations can leverage data on two distinct levels: acquisition targeting and experience design. By knowing the precise profile and behavior of visitors per season, technology allows destinations to scale up their strategies by targeting Similar Audiences during off-peak periods. Simultaneously, analyzing visitor flows in real time provides the ability to dynamically adapt the tourist product itself, ensuring better dispersion of visitors, which leads to meaningful and more sustainable long-term growth.

How prepared are Greek tourism businesses against cyberattack risks and the imperative to protect guest personal data?

Dimitris Serifis: The flip side of rapid AI advancement is that it has dramatically increased both the frequency and sophistication of cyberattacks. Today, data is the new gold, serving as the essential fuel for AI. Because of this, protecting it is vital. Regulatory frameworks from GDPR to the NIS2 Directive set the legal rules, but laws alone are not enough. The real work lies in fostering genuine corporate awareness. Cyber risk is frequently underestimated in hospitality, but incidents will increase rapidly in the coming years. Data protection will directly determine the survival and credibility of a brand.

Is there a risk that extensive technology adoption will diminish human touch and authentic Greek hospitality?

Dimitris Serifis: Not at all, unless it happens by choice. While there are travelers, particularly business guests, who prefer a fully automated experience without human contact, technology successfully solves that demand. For everyone else, technology acts as a catalyst: it frees hospitality professionals from bureaucratic, repetitive administrative tasks, creating the necessary time and operational space to elevate genuine human contact and authentic hospitality.

What do you predict will be the single most significant technological shift in Greek and global tourism over the next five years?

Dimitris Serifis: The most transformative change will be the rapid acceleration of AI-driven Hyper-Personalization across all stages of the travel journey, from autonomous trip planning via AI agents and hyper-targeted promotion to dynamic, real-time service adjustments. The lasting competitive advantage will belong to hospitality businesses that successfully integrate their proprietary data with modern technology while preserving the authenticity of the guest experience.

Nelios Strategic Takeaways

• The AEO Opportunity vs. Legacy OTAs: The traditional distribution playbook was built on search indexing and standardized filters (price, rating, location). Conversational AI shifts travel planning to intent curation. Because legacy OTAs struggle to dynamically query qualitative prompts, hotels that structure their proprietary web content around Answer Engine Optimization (AEO) can capture high-intent demand at the top of the funnel before travelers ever land on an intermediary platform.

• Data Readiness as an Infrastructure Metric: Deploying AI tools without clean input yields zero competitive edge. Most hoteliers sit on vast reserves of unorganized operational records, from PMS reservation logs to CRM preferences. Achieving “Data Readiness” requires integrating this dark data through server-side pipelines (CAPI) and dynamic product feeds, transforming passive records into machine-readable fuel for automated acquisition engines.

• Cyber Resilience as a Commercial Differentiator: In an ecosystem where machine-learning models rely on direct guest inputs, data security is no longer an invisible IT operational cost. Under strict EU frameworks like GDPR and NIS2, demonstrating robust data governance and encrypted server architecture serves as an essential trust marker that safeguards direct revenue and brand reputation.

• The Efficiency-Empathy Balance: Technology in hospitality fails when it attempts to replace human presence. The primary objective of backend automation is to strip away administrative drag, from check-in friction to repetitive front-desk queries, granting hotel teams the operational breathing room required to deliver genuine, empathetic service where it matters most.

Conclusion

Navigating the rapid evolution of AI search and digital transformation doesn’t mean hoteliers have to venture into unknown territory alone. At Nelios, we actively monitor global AI shifts, emerging search channels, and algorithmic updates in real time to keep our clients ahead of the curve. By continuously testing new AI frameworks and translating complex technical shifts into clear, proactive digital strategies, we ensure hotel brands safely harness cutting-edge innovation, protecting their direct channels and keeping their properties top-of-mind whenever travelers plan their next journey.