For a long time, hotel technology was a means to an end. A simple efficiency tool that often caused more headaches than it intended to solve. Not anymore. A property management system (PMS) is no longer just the chunky digital filing cabinet in the back office. It is the engine driving real innovation and outstanding experiences across the entire hotel. That means empowering staff with more time to connect with guests, enabling new business models like branded residences, and reimagining how revenue is created and captured.
In this article, you’ll learn about the four key PMS-driven trends that we see changing hospitality in the coming year.
4 PMS-Driven Trends Reshaping Hospitality in 2026
PMS technology is powering smarter operations, guest personalization, and innovative revenue strategies across hotels worldwide. Below, we explore four key PMS-driven trends that are reshaping the hospitality industry.
- The new-look revenue manager
- More branded residences
- AI is transforming roles and processes
- Anticipating guest needs
Trend 1: The Rise of the Modern Revenue Manager
The role of the revenue manager has expanded well beyond rooms. Today’s remit includes every revenue stream – F&B, wellness, retail, ancillary services – and the challenge is to maximize revenue per available guest (RevPAG), not just RevPAR.
AI-driven forecasting tools can handle reporting and routine analysis, giving revenue managers time to focus on strategy. The modern revenue leader is a commercial strategist, shaping product mix, distribution, and pricing across the entire property. They’re expected to identify high-value segments, design packages that increase guest spend, and align revenue strategies with brand positioning.
In short, revenue managers are no longer spreadsheet analysts. They’re architects of growth, tasked with creating experiences that delight guests while optimizing profitability across the full guest journey.
Trend 2: Branded Residences Go Mainstream
Branded residences are no longer a luxury niche. They’re becoming a mainstream growth driver, reshaping how hospitality brands generate revenue. By extending into co-living, student housing, and senior living, hotels are broadening their product mix and capturing revenue far beyond transient room nights.
For revenue leaders, this shift presents new challenges and opportunities. Success isn’t only about optimizing rates; it’s about understanding guest segments that may stay with your brand for years, not nights. Branded residences create recurring revenue streams and long-term relationships, opening the door to cross-selling and lifetime value strategies.
Savills predicts the sector will double in size over the next seven years, with community and wellness at its core. That means new revenue models – from subscription-based wellness programs to curated dining packages – that revenue managers must design, test, and optimize.
Trend 3: AI is Redefining Hotel Operations and Roles
For years, hotel teams spent too much time buried in admin – reconciling payments, typing in guest details, cross-checking reservations. Important, yes, but not revenue-generating. These repetitive tasks drained time and left little space for higher-value work, whether that’s guest engagement or deep revenue strategy.
AI and automation are changing this dynamic. By removing low-value admin, they free hoteliers to focus on activities that directly impact revenue. That could mean more face-to-face guest interactions that increase upsell opportunities, or faster, more accurate forecasting that sharpens pricing strategies.
The key lesson for revenue managers: it’s not about how much AI you adopt, but how intelligently you use it to capture value. When staff spend less time inputting data, they spend more time interpreting it – and that means more opportunities to increase guest spend (which is where measuring RevPAG is important) and loyalty.
Trend 4: Predictive Hospitality and Anticipating Guest Needs
Guest expectations continue to rise. They want seamless, personalized experiences – and they reward hotels that deliver them with loyalty and higher spend. A connected, cloud-native PMS makes this possible by centralizing data and surfacing real-time insights that directly support revenue goals.
Think about predictive upselling. If a guest regularly books spa treatments, the PMS can automatically trigger a mid-stay offer. If another prefers sparkling water, it can be waiting in their room, enhancing satisfaction and driving ancillary revenue. These moments don’t just feel personal; they create measurable value.
For revenue managers, intuitive stays translate into higher RevPAG. The more personalized and seamless the journey, the more likely guests are to purchase extras, return for future stays, and share positive reviews that boost demand. This kind of predictive hospitality, where you can anticipate a guest’s wants and needs, will soon be the standard for leading hotels.
Hotel Technology is the Engine of Change
These trends tell a clear story: hotel technology has become the central nervous system of great hospitality and revenue strategy. It orchestrates operations, connects data points, and enables new ways to capture value across the entire guest journey.
In 2026 and beyond, the most successful revenue managers will treat their PMS and RMS not as a back-office system but as a strategic partner. They’ll use it to identify high-value opportunities, streamline operations, and drive growth through smarter, guest-centric revenue strategies.
If you’re looking for answers, Mews partnered with Hotel Tech Report to create The Ultimate PMS Buyers Guide that helps you explore the state of the PMS market today.
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PMS technology is the future of hospitality, transforming revenue, personalization, and operations. Apply these insights to sharpen strategies, anticipate guest needs, and unlock growth. Follow these trends today to position your hotel for long-term success and competitive advantage.
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