Most hotel owners think artificial intelligence is on the horizon. It is already here. From voice tech to predictive maintenance, today’s hotels are running on systems that did not exist a decade ago. The 1990s brought the Internet, the 2000s brought the iPhone, Android, Twitter (X), LinkedIn, Facebook (Meta), and the social media storm that followed. Today, it is AI, electric and autonomous vehicles and more.
When guests call our hotels, they expect to speak with someone. Many properties make this process more complicated than it needs to be. Chatbots can provide this option more effectively than a recorded message. Suppose the chatbot can’t solve the request. In that case, whether it’s a medical emergency, a lost wedding ring, or another urgent need, it will still often outperform an employee in speed, accuracy, and availability.
So, here are our top 10 trends, many of which are technology-oriented as we approach the second half of this decade:
1. Voice tech and chatbots
These automated systems handle basic guest questions, reservations and service requests 24/7. This can reduce wait times, cut labor costs and deliver consistent information. The better your website’s information, the better your chatbot’s performance. Staff often forget details like restaurant hours, attraction distances or activities — AI doesn’t.
2. Facial recognition check-in
This biometric solution verifies identity in seconds, speeds up arrivals, reduces lobby congestion, and improves security. While not yet widespread in hotels, it has already proven effective in airports and border security.
3. Smart room technology
This technology enables guests to control lights, temperature, curtains and entertainment using voice commands or a mobile device. It is well received in hotels where it has been tested.
4. Digital check-in, smart energy and real-time analytics
According to Reanin’s Global Smart Hospitality Market report, more than 63% of hotels have implemented digital check-in, mobile keys or smart kiosks — speeding up arrivals and reducing front desk bottlenecks. Additionally, over 51% of properties now utilize innovative energy management systems, which optimize HVAC and lighting for cost savings and sustainability, and nearly 47% leverage real-time analytics to make faster, data-driven decisions on staffing, pricing and service delivery.
5. Cloud-based property management systems
These cloud-based PMS platforms enable front desk, housekeeping and management to stay connected in real-time across devices. They usually include AI-powered revenue management tools that adjust pricing based on demand, events and competitor behavior, as well as high-value guest identification that flags VIPs before they arrive using behavioral and booking data.
Virtual assistants assist guests in navigating amenities, ordering room service or making requests instantly.
6. Predictive maintenance tools
These AI systems that monitor equipment and flag problems before they cause outages are very helpful at tracking equipment over its lifetime. This reduces costly emergency repairs and minimizes disruptions to guests.
7. Wellness tech integration
Rooms equipped with circadian lighting, air purification and sleep-optimized settings connected to apps or wearables can differentiate a hotel just as well as the implementation of mindfulness, nutrition and exercise programs. Your health-conscious travelers will love you.
8. Mobile F&B ordering
This will drive ancillary revenue and provide faster service by letting guests order from anywhere via their phone. A service robot may also deliver your order.
9. Hyper personalization
Utilizing AI-driven guest profiles, this can anticipate needs before check-in and, using smart room tech, adjust lighting, temperature and music to your mood. Add in custom amenities like pillow menus, curated entertainment and VR room previews.
10. Sustainable luxury
Think net-zero carbon goals and eco-certifications. These are becoming standard at luxury and boutique hotels alike. By utilizing recycled materials, harnessing solar energy and incorporating vertical gardens, a savvy hotelier can offer locally sourced, plant-based menus and implement practices that reduce food waste.
These trends, coupled with a return of government travel, international travel, TUS (tariff uncertainty syndrome) and lower interest rates, will usher in a solid 2026.
Robert Rauch, CHA, has been an owner-operator of hotels for several decades and is founding chairman of Brick Hospitality, owner of R. A. Rauch & Associates, Inc.
The opinions expressed in this column do not necessarily reflect the opinions of CoStar News or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.