AI and Automation Reshape Hotel Operations as Industry Prepares for 2026

Artificial intelligence is increasingly shaping hotel operations, with advancements in AI-powered travel search, chatbots, and robotics expected to significantly impact the hospitality industry by 2026, prompting hoteliers to adapt to new technologies and changing guest expectations.

AI Adoption Accelerates in Hospitality

Natalie Harms of CoStar reports that the hospitality industry is seeing a steady rise in the adoption of artificial intelligence (AI) technologies, though 2024 is not considered a breakthrough year for innovation. Industry leaders anticipate continued progress in AI-powered systems that assist with business forecasting, operational planning, and guest interactions. Charles Oswald, CEO of Aperture Hotels, describes the current period as a “building year,” emphasizing the industry’s growing ability to use AI tools to predict business levels and prepare for both ongoing operations and new developments.

David Sjolander, vice president of HTNG operations at the American Hotel & Lodging Association, notes that AI is advancing rapidly, particularly in areas such as chatbots and search. He highlights that while the hospitality sector is traditionally slow to change, the pace of AI development is requiring faster adaptation.

AI-Powered Travel Search Alters Booking Landscape

AI-driven travel search tools are becoming more prevalent among travelers. A recent Booking.com report found that 89% of consumers are interested in using AI for travel planning. This trend is prompting hoteliers to pay close attention to changes in how guests search for and book hotels.

Sjolander compares the current shift in search technology to the earlier rise of online travel agents (OTAs), which transformed hotel distribution models. He warns that hotels must proactively manage these changes to avoid being left behind. The growing use of AI in search could mark a significant turning point in how hotels are discovered and booked.

David Jordan, chief information security officer at IHG Hotels & Resorts, stresses the importance of maintaining accurate and engaging online content. As AI platforms like ChatGPT and Gemini improve, hotels must ensure their information is up to date and compelling to capture potential guests’ attention.

Advancements and Challenges in Chatbot Technology

AI-powered chatbots have seen significant improvements in the past 12 to 18 months, making them more effective at handling guest inquiries. However, Sjolander points out that chatbots have struggled with a poor reputation due to earlier versions that failed to meet user expectations. Overcoming this perception will take time, but recent advancements are making a noticeable difference in guest interactions.

Jordan explains that chatbots can optimize hotel operations by handling a large volume of routine inquiries, reducing the workload on human staff. This technology is already being used to manage millions of calls annually, allowing staff to focus on more complex guest needs.

Robotics and Automation in Hotel Operations

Automation is also extending into the physical operations of hotels. Experts predict increased adoption of robotic technology by 2026, including food delivery, security, and cleaning robots. Oswald highlights the efficiency gains from using robotic vacuum cleaners alongside housekeeping staff, while Jordan notes the growing presence of robots for tasks such as towel delivery in hotels, particularly internationally.

Although hospitality remains a people-focused industry, there are opportunities for robotic solutions to provide services around the clock, especially in select-service properties. Robots can help fill gaps where it may not be feasible to employ staff for certain roles, such as bartending or barista services during off-hours.

Integrating Technology and Overcoming Obstacles

Despite progress, the hotel industry continues to face challenges in integrating technology. Oswald points to the issue of “fractional tech stack,” where multiple systems do not communicate effectively, requiring additional solutions to bridge gaps. He observes some improvement in system integration and consolidation, particularly among major hotel brands.

Oswald also sees potential for AI in internal business operations, especially in revenue management and forecasting. He encourages technology vendors to develop AI tools that can translate demand factors into actionable forecasts, potentially enabling revenue managers to oversee more properties with fewer staff.

Sjolander adds that while AI has not yet produced dramatic improvements at the corporate level, the industry is approaching a point where such advancements could become more visible.

Looking Ahead

As AI, chatbots, and robotics continue to evolve, the hospitality industry is preparing for further changes in guest expectations and operational efficiency. Hoteliers are encouraged to stay proactive in adopting new technologies and adapting to a rapidly shifting landscape, with the potential for significant transformation by 2026.