Wyndham Hotels & Resorts’ second annual Owner Trends Report indicates that nearly all surveyed hotel owners have begun incorporating artificial intelligence into their operations, with most planning to expand their portfolios over the next five years.
Wyndham Hotels & Resorts has released its second annual Owner Trends Report, based on a survey of 325 hotel owners and property developers across the United States, Canada, and the Caribbean. The survey, conducted by Wakefield Research between November 24 and December 4, 2025, included participants from multiple brands and hotel companies, not limited to Wyndham.
According to the report, 98% of hotel owners surveyed have started using artificial intelligence (AI) in their businesses. However, only 32% report that AI is embedded across most aspects of their operations, and 73% express a desire to do more with AI but feel overwhelmed or unsure where to begin.
The primary uses of AI among respondents include operational efficiency (64%), energy efficiency (54%), and revenue optimization (53%). Looking ahead to 2026, 61% of hoteliers want AI to play a larger role in construction planning, such as assisting with permitting and zoning, while 30% are interested in expanding AI use for revenue optimization.
The report also highlights the role of hotel brands in AI adoption. Eighty-nine percent of respondents say working with a hotel brand is beneficial for incorporating AI, and 34% consider it essential. The main barriers to further AI adoption cited by hoteliers are data privacy and security concerns (46%), the cost of investing in AI tools (42%), and challenges in integrating AI with existing systems (40%).
Regarding decision-making, 40% of hoteliers are comfortable with AI making operational decisions without human oversight, while 57% require human oversight.
The survey results indicate continued optimism among hotel owners about the industry’s outlook. 90% are optimistic about 2026, and 95% are optimistic about the next 5 years. Seventy-nine percent plan to expand their portfolios over the next five years, a figure similar to the previous year’s report. Additionally, 97% are open to joining or switching brands if the right opportunity arises.
Loyalty programs remain important, with 65% of respondents stating that a strong loyalty program is crucial to their success. Key challenges identified include operating costs, talent shortages, and increased competition.
In terms of capital investment priorities for 2026, 24% of hoteliers plan to increase staffing, 20% will focus on property improvements, 20% on sales and marketing, 19% on technology investments, and 17% on enhanced amenities.
The full Owner Trends Report is available for download from Wyndham Hotels & Resorts. The survey’s margin of error is plus or minus 6.2 percentage points for the total data, 6.9 for the U.S., 9.8 for Canada, and 19.6 for the Caribbean.
