Innovation

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AI in Hospitality: From Thinking to Doing

💻 In 2026, during FITUR week in Madrid, Google’s Travel event underscored speed and personalization as strategic advantages in AI’s role in hospitality. Leaders emphasized moving from “thinking” to “doing.” AI is not a tool or department but an enabler across operations, improving forecasting, pricing, and marketing efficiency. Despite AI’s potential, broken systems, misaligned teams, and volume thinking remain challenges. By 2030, success lies in intentional execution, not loud AI advocacy.
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Hospitality in 2026: Why Human Leadership Will Matter More in the Age of AI

💻 By 2026, AI will transform hospitality through enhanced pricing, forecasting, guest messaging, revenue management, and operational analytics—executing faster and with fewer errors. However, leadership, human connection, and judgment remain irreplaceable. As hotels adopt AI, they must balance automation with human service, focusing on emotional guest experiences. The industry will split: those replacing versus those elevating leadership with AI. The latter will prevail, valuing consistency and presence over speed and process.
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#travel #ai #hotel #traveltech | Eugenia Dunaeva

🗺️ FITUR 2026, held in Madrid last week, marked five years since the last major industry gathering. Despite AI's presence, there was little groundbreaking adoption. Notable AI innovations included Trip.com's travel companion for real-time support in Shanghai, Otonomous' AI-curated hotel experiences in Las Vegas, and Sherpa°’s AI documentation assistant embedded with airlines like Air Canada and Lufthansa. These innovations aim to enhance travel experiences by offering practical, personalized, and frictionless solutions.
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Voice AI or Chat AI? if you have to choose, choose both! Here's why: It's 11 PM. A guest's flight just got rerouted. They need a hotel room tonight. They find your property online. Call to book. It… | mathias coudert

📱 At 11 PM, a guest's flight is rerouted, needing a hotel room. Missing a call costs a hotel $299, but with AI, a human-like voice handles booking in 3 seconds, securing the revenue. Voice AI is crucial for emergencies and complex requests, while chat is ideal for quick queries. Properties using both see a 40% booking increase, with all interactions unified in one thread. Conduit AI explains more.
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Maestro’s GuestXMS Evolves in the GenAI Era

📱 Maestro PMS launches an AI-driven GuestXMS in Markham, Ontario, enhancing hotel guest management. It converts guest requests into tickets, alerts for unresolved issues, and flags rooms needing maintenance, improving efficiency and guest satisfaction. AI tools like ChatGPT influence travelers’ hotel choices based on service quality. GuestXMS users see higher Guest Experience Measurement scores, boosting reviews. The platform offers SMS/email communication, mobile check-in/out, and integrates with Maestro’s Spa/Facilities modules for seamless service.
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As AI thrives, owners seek closer alignment with brands: Wyndham Owner Trends report

💻 Wyndham Hotels & Resorts' 2023 Owner Trends Report reveals 98% of hotel owners use AI, yet only 32% integrate it broadly across operations. By 2026, 61% aim to enhance AI's role in construction planning. However, 46% cite data privacy as a barrier, and 34% see brand collaboration as essential. Optimistically, 95% foresee industry growth, with 79% planning expansion. For 2026, 24% prioritize capital for staffing, while 65% emphasize loyalty programs.
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CIO Summit EMEA to Gather Hospitality Leaders for Strategic Technology Conversations, From HFTP and Hospitality Upgrade

📅 January 2026, W Amsterdam: The CIO Summit EMEA invites senior hospitality tech leaders from Europe, the Middle East, and Africa. The program includes a keynote by Matthew Syed on high-performance culture, coordinated by 14IP. The agenda covers AI adaptation, sustainability technology, and EMEA’s tech future. Networking events include a Circuit Zandvoort racing day and an Amsterdam canal cruise. Space is limited. HFTP, founded in 1952, supports hospitality finance and tech globally.
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Hospitality Solutions Rebrands as Aven Hospitality

💻 Aven Hospitality, formerly part of Sabre Corporation, rebrands as an independent company in 2025 in Southlake, Texas. CEO Teresa Mackintosh leads the team. Key offerings include smarter retailing, automated workflows, and a unified platform with over 600 integrations. Aven aims to enhance hotel performance and guest experiences using technology. The platform is cloud-native and AI-ready, poised for rapid innovation in hospitality.
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Aimbridge Hospitality Highlights Growth Throughout 2025

📑 Aimbridge Hospitality expanded in 2025, adding properties like voco Sandpiper in Florida, Wyndham resorts in the Dominican Republic, Balfour Miami Beach, Winter Park Mountain Lodge in Colorado, Hotel Deco in Omaha, and Courtyard by Marriott in Ghent. The company launched an All-Inclusive division, invested in AI for demand forecasting, and streamlined operations with Aimbridge Intelligence. CEO Craig S. Smith emphasized their focus on operational excellence and strategic growth.
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