Fake Hotel Contests Are Going Viral and Real Hotels Are Paying for It

Spirit Airlines’ data sale to Google faces a growing list of challengers as lawmakers and unions raise alarms about AI privacy, Premier Inn’s owner fights off an activist investor while rising UK costs hammer its profit, and AI-generated fake hotel contest videos are spreading on social media while real front desks field the calls. On today’s Skift Daily Briefing, Tasmin Lockwood, Skift’s Climate and Experiences Reporter, breaks down why the Spirit data sale could set the rules for what bankrupt travel companies can sell to AI, why Whitbread’s activist problem gets worse with every missed property sale, and why hotels are absorbing the cost of a scam the platforms haven’t figured out how to stop. This episode is brought to you by ZS Articles Referenced: Connect with Tasmin Lockwood Fighting Spirit’s Data Sale to Google: Court Filings Show the List Getting Longer Premier Inn Owner Fights Activist Bid as Rising Costs Squeeze Profit Fake Hotel Challenge Videos: TikTok, Instagram Connect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.