In Brief: Industry leaders at HITEC 2026 discussed the evolving impact of artificial intelligence (AI) on the hospitality sector, examining how AI could reshape guest experiences, distribution relationships, and operational roles, while also debating the pace and extent of these changes.
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Hospitality Leaders Debate AI’s Impact on Hotel Distribution and Guest Experience – Image Credit Unsplash
AI’s Growing Influence in Hospitality
Artificial intelligence (AI) was a central topic at HITEC 2026 in San Antonio, where Scot Campbell of Integrated Resorts Advisors described the industry as being in a “frenzy” over the technology’s rapid development. Campbell moderated a panel titled “Charting the Next Era of Hospitality Technology: Perspectives from Industry Leaders,” which brought together executives from Aimbridge Hospitality, In2 Consulting, Wyndham Hotels & Resorts, and Another Star.
The panel focused on how AI is influencing the hospitality industry, from guest experiences to the broader structure of hotel operations and distribution.
Changing Hotel-Distributor Relationships
A key question raised by Campbell was how AI would affect the relationship between hotel brands and distribution platforms over the next five years. Panelists offered a range of perspectives.
Keryn McNamara, chief information officer at Aimbridge Hospitality, said AI is enabling hotels to bypass intermediaries and deliver more direct, personalized experiences for guests. She described this as moving guests closer to what they want, with less friction in the booking and service process.
Scott Strickland, chief commercial officer for Wyndham Hotels & Resorts, noted that AI is becoming an additional channel for bookings. He highlighted the need for rapid iteration and adaptation, referencing the company’s ongoing updates to its AI-powered applications.
Floor Bleeker, a consultant for In2 Consulting, argued that AI could democratize distribution and change the nature of brand loyalty. He suggested that as AI transforms multiple aspects of the industry, large hotel brands will need to rethink their value proposition. Bleeker believes that these changes will ultimately benefit customers, forcing brands to focus more on enhancing the guest experience and improving operational efficiency.
Lennert de Jong, CEO of Another Star, took a more cautious view, emphasizing that the core fundamentals of the hotel business remain unchanged. He pointed out that despite technological advances, the basic model of providing hotel rooms to guests has not shifted significantly.
Looking Ahead to 2030: What Will Change?
The panel also discussed how the hotel experience might evolve by 2030. Bleeker suggested that the sector is at a technological inflection point, with the potential for the entire guest experience to be transformed by innovation, particularly AI.
McNamara agreed that AI will have a broad impact across the hotel ecosystem, potentially creating new roles that do not exist today. She speculated about future roles, such as an “agent supervisor” who would oversee AI-driven agents’ work, indicating a shift in how hotels manage guest interactions and accountability.
However, de Jong questioned whether these changes would be as significant as predicted, noting that many automation tools have existed for years without fundamentally altering hotel operations. He observed that many hotels still rely on traditional front desk processes.
McNamara responded by highlighting the difference between previous technology shifts and the current wave of AI. She pointed to the accessibility of AI tools like Claude, which allow non-technical staff to leverage advanced capabilities, potentially driving more substantial change than in the past.
Strickland concluded by noting that AI is accelerating innovation in the industry, while legacy platforms are becoming more open to integration and new technologies.
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