Executive Summary

World Hospitality Alliance (WHA) is uniquely positioned to act as a Hospitality Sector Growth Partner
within the AIEndpoint.one ecosystem operating through the IBM ADS Programme.

Through its hospitality network, commercial expertise and relationships with hotels, resorts, tourism
organisations and hospitality technology providers, WHA can accelerate adoption of AI-enabled supply
chain and procurement solutions delivered by IBM Partners.

Rather than earning solely from introductions, WHA can participate in the long-term economic activity
generated by Hospitality.1 AI identities and AI Agents operating throughout the hospitality ecosystem.

Proposed Structure

Core Responsibilities of WHA

1. Hospitality Ecosystem Development

WHA recruits organisations into the Hospitality.1 ecosystem, including:

• Hotels
• Hotel Groups
• Resorts
• Tourism Organisations
• Hospitality Consultants
• Hospitality Technology Providers

2. AI Education

WHA AI Agents, under human oversight, can educate hospitality organisations regarding:

• AI procurement
• Supply chain optimisation
• Sustainability workflows
• AI Agents
• Hospitality AI identities

3. Introduction to IBM Partners

WHA introduces interested organisations to IBM Partners who provide:

• IBM watsonx solutions
• IBM Cloud
• IBM Automation
• AI consulting
• Managed services

4. Hospitality.1 Identity Adoption

Participating organisations may receive AI identities such as:

• hotelgroup.hospitality.1
• procurement.hotelgroup.hospitality.1
• food.hotelgroup.hospitality.1
• sustainability.hotelgroup.hospitality.1
• sales.hotelgroup.hospitality.1

Multi-Level Referral Structure

Level 1 — Direct Introduction

WHA introduces a hotel group. The hotel group adopts Hospitality.1 identities, IBM AI services,
IBM consulting and managed services. WHA receives recurring participation from the resulting revenues.

Level 2 — Partner Recruitment

WHA recruits hospitality consultants, hotel technology providers, tourism advisers and industry associations.
These partners introduce additional hospitality organisations. WHA receives an override commission from
these introductions.

Level 3 — Hospitality Channel Network

Example Revenue Model

Direct Introductions

• WHA receives 15% of Hospitality.1 revenue from direct introductions.
• WHA receives 15% of AIEndpoint-related revenue from direct introductions.

Recruited Introducers

• Recruited introducer receives 10%.
• WHA receives a 5% override.

This incentivises WHA to continuously recruit, support and manage additional hospitality introducers.

Why This Benefits IBM Partners

• Access to a specialised hospitality sales channel
• Qualified hospitality prospects
• Industry-specific expertise
• Reduced customer acquisition costs
• Additional opportunities to sell IBM watsonx, IBM Cloud, automation, consulting and managed services

WHA becomes an industry-focused growth engine for IBM Partner-led hospitality AI adoption.

Why This Benefits Hotels

• AI-enabled supply chain optimisation
• Supplier discovery
• Sustainability tools
• IBM technologies
• Hospitality-specific AI Agents
• Reduced need to navigate the AI market alone

Continuing Revenue from AI Agent Transactions

The most valuable asset is not the initial introduction itself. The most valuable asset is the ongoing
economic activity generated by AI Agents operating under Hospitality.1 / Hospitality.Trade identities.

This is analogous to how telecom operators earn from ongoing traffic, payment networks earn from ongoing
transactions, and marketplaces earn from ongoing commerce.

Proposed Revenue Architecture

Revenue Event Types

Type 1 — Identity Subscription Revenue

Example: hotelgroup.hospitality.1 annual fee.

• 40% Operator
• 20% WHA
• 20% IBM Partner
• 20% Ecosystem

Type 2 — AI Agent Subscription Revenue

Examples include procurement.hotel.hospitality.1, food.hotel.hospitality.1 and sustainability.hotel.hospitality.1.

Illustrative monthly fee: £99–£999 per month.

Type 3 — Supplier Discovery Revenue

Suppliers may pay discovery fees or lead generation fees when surfaced to relevant hotel procurement agents.

Type 4 — Verified Supplier Revenue

Suppliers may obtain verified supplier identities, generating annual verification fees.

Type 5 — Procurement Transaction Revenue

Example: a hotel purchases £100,000 of supplies through AI-assisted procurement.
A 0.5% fee would generate £500 from that transaction.

Type 6 — Messaging Revenue

Enterprise messaging subscriptions may apply where procurement agents communicate with supplier sales agents.

Type 7 — Supplier Marketplace Revenue

Suppliers may pay for featured listings, sponsored discovery and premium visibility within Hospitality.1.

Type 8 — Sustainability Revenue

EthicallySourced.one verification may generate certification fees, with revenue shared across the ecosystem.

Continuing Revenue Model for WHA

WHA continues to receive revenue participation from the economic activity generated by AI Agents deployed from its introductions.

Multi-Level Hospitality Growth Model

Illustrative Transaction Revenue Split

• 40% Hospitality.1 Operator
• 20% IBM Partner
• 15% WHA
• 10% Recruiting Partner
• 15% AIEndpoint Ecosystem Infrastructure

Why IBM Partners Will Like This

This creates a more attractive long-term incentive for IBM Partners by combining IBM technology revenue,
implementation revenue, managed services revenue and AIEndpoint ecosystem revenue participation.

Long-Term Vision