Canada’s Hotel Boom & Booking.com’s Creator Backlash

STR Daily Podcast

Canada’s hotel industry is booming with eco-luxury and cultural design leading the way. Meanwhile, Booking.com cuts affiliate ties and Expedia’s AI tools use creator content without credit—signalling a shift away from human-led discovery.

We explore two major forces reshaping hospitality: Canada’s surge in sustainable, story-driven hotel development—and the rising tension between content creators and the platforms that once relied on them.


Canada’s Hospitality Surge Blends Luxury, Culture, and Sustainability

Canada’s hotel industry is entering its most ambitious growth phase since 2019, with more than 6,500 new rooms set to open in 2025—double the number added in 2024. But this isn't just about capacity; it's about redefining what hospitality spaces represent in the modern travel era.

Several standout projects are leading the charge. In Prince Edward Island, the upcoming Blackbush Beach Resort embraces eco-conscious design, while a boutique hotel conversion near Niagara Falls promises a hyper-local guest experience. In Montreal, the restoration of the historic Le 9e and the refreshed Sofitel Montréal Golden Mile reflect a luxury uplift focused on cultural storytelling and architectural preservation.

Meanwhile, HISTORY Ottawa, backed by Canadian music star Drake, adds prestige and buzz to the nation’s growing portfolio of high-end event venues. Across these projects, common themes are emerging: sustainability, regional identity, and design built for both beauty and function—especially as event planners seek out unique, immersive settings.

These trends signal a shift in Canada’s hospitality strategy. No longer are hotels just places to sleep—they're becoming destinations in themselves, designed for connection, creativity, and a sense of place. For STR hosts, this raises the bar on experiential stays. Think curated interiors, eco-friendly touches, and stories that resonate with modern guests.


The Creator Economy Faces a Reckoning in Travel Tech

While Canada’s physical hospitality spaces are booming, the digital travel landscape is facing friction—particularly between travel platforms and the content creators who once helped drive bookings and discovery.

Booking.com recently cut ties with many of its direct affiliate partners, including travel bloggers and influencers, offering only vague statements about a change in “strategic focus.” Behind the scenes, this appears to be a push to consolidate affiliate activity through third-party network Awin, leaving creators with less control, lower transparency, and fewer options.

The timing coincides with Expedia’s Trip Matching feature, which uses Instagram Reels and other social content to build personalised travel itineraries. But there’s a catch: creators whose content fuels these AI-driven tools may not receive credit or compensation. The result? A growing sense that OTAs are shifting away from human-led inspiration in favour of algorithmically driven, closed-loop ecosystems.

For an industry that once thrived on influencer marketing and community-building, this marks a major pivot. As AI tools generate content, rank listings, and even build travel guides automatically, creators are increasingly reduced to unpaid data sources—fuel for platforms that prioritise automation over attribution.

This shift has implications for both creators and STR hosts. If platforms are centralising control over content and bookings, the value of owned media, direct traffic, and authentic guest engagement is only increasing.


What STR Professionals Should Know

  • Take cues from Canada’s new hotel wave. Sustainability, cultural storytelling, and thoughtful design aren’t just buzzwords—they’re key differentiators in a competitive, experience-first market.

  • Creators are losing ground inside platform ecosystems. If you work with influencers, make sure you’re building relationships that support mutual benefit—ideally off-platform.

  • Invest in your direct channel. As platforms squeeze both creators and operators, owning your website, content, and customer data is the most future-proof move you can make.

Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct.

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