The weekend wrap-up: Spain's hospitality sector reacts to digital ID shift / The importance of B2A marketing / Why hoteliers should not vibe code

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May 30, 2026
 
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It was a short but eventful week in the world of travel technology news.

We kicked things off with a look at how Spain’s hospitality sector is experiencing the beginnings of Europe’s forthcoming digital identity standard. Since early April, hotels and other businesses must accept the MiDNI mobile identity application as a form of ID. Reactions have been mixed as the rollout of the broader European Union Digital Identity Wallet planned to take place by the end of the year looms.

At Expedia Group’s partner conference last week, travel executives from Expedia Group, The Trade Desk and OpenAI discussed the impact artificial intelligence is having on marketing. The group discussed AI’s potential to flatten the marketing funnel and emphasized the need to incorporate business-to-agent marketing efforts alongside business-to-business and business-to-consumer efforts.

In an opinion piece, Jordan Hollander, co-founder of HotelTechReport, warned that hoteliers should not be vibe coding their own software. He discussed why vibe coding core systems isn’t the best idea for hospitality providers and shared where AI may fit better into hotel operations.

And, to round things out, we wrapped up the week with a Mews Unfold dispatch from executive editor Linda Fox who traveled to Amsterdam to cover the event. There, stakeholders from Airbnb, Mews and the Asian American Hotel Owners Association discussed how hotels are leaving money on the table while also failing to play a large enough role during a guest’s trip.

With that, we wrap up May. More to come next week!

-Morgan Hines, senior reporter
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