Episode
This Week in Hospitality: Sonder is back, Fora hits a $1B valuation, The Odyssey drives travel & Google’s AI booking grab
- Podcast
- Behind the Stays
- Published
- Jul 31, 2026
- Duration seconds
- 3799
- Processing state
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Summary
Sonder is back — sort of. Eight months after going bankrupt and stranding guests mid-stay, the brand name has been bought by a Vancouver affiliate firm that paid for one thing: search equity. The buildings are gone. The trademarks and 70+ domains remain. And because large language models still route travelers to Sonder’s optimized pages, that name is now targeting $100M in gross booking value over the next year. We get into what it means when a dead brand outlives the company that built it. Then: Fora’s $1B valuation. The travel advisor platform keeps scaling the human-agent model — but the team digs into the product it hasn’t built yet, and why the “ShopMy for travel” affiliate layer is still wide open for creators who aren’t full-time advisors. We also break down Google’s AI travel play. Fresh off its Q2 earnings call, Google is using travel to sell Wall Street its AI ad story — Direct Offers, IHG partnerships, AI Mode crossing a billion users, and checkout infrastructure that could let travelers book without ever leaving the search box. The question for operators: is Google becoming rented land, and a direct-booking competitor, at the same time? Plus, The Odyssey effect. From Petra to the “White Lotus Four Seasons” to Bangkok’s Hangover Hotel, we get into how films turn destinations into demand — and what hoteliers should actually do about it. Hosted by Zach Busekrus with Ben Wolff, Scott Eddy, and Edwin Kramer. Like, subscribe, and let us know which story you’d unpack further. —This Week in Hospitality is presented to you by Journey. Journey is a loyalty platform built specifically for independent boutique hotels and high-touch hospitality brands. Our mission is to give operators the same powerful rewards engine, data intelligence, and guest insights that major cha…