The Year Hotels Must Embrace AI or Fall Behind, Says Mews Report

The 2026 Hospitality Industry Outlook report by Mews highlights critical transformations expected in the hotel industry. It emphasizes the need for hotels to prepare for AI-driven operations and guest services.

Overview of the 2026 Hospitality Industry Outlook

The 2026 Hospitality Industry Outlook, presented by Mews, forecasts significant changes in the hotel industry driven by artificial intelligence (AI). By 2035, most hotel interactions, from discovery to booking, are expected to be managed through AI, with a substantial portion of back-office tasks automated. The report stresses that 2026 will be a pivotal year for hotels to adapt their systems, data, and teams to meet evolving guest expectations and leverage AI effectively.

Key Transformations Envisioned in the Hotel Industry

The report outlines five major shifts expected to redefine the hotel business:

1. Discovery and Booking Go Conversational: AI will streamline the fragmented search and booking process into a continuous dialogue, making hotel visibility dependent less on advertising spend and more on structured content and connectivity.

2. Reclaiming the Guest Relationship: AI could either reinforce the dominance of Online Travel Agencies (OTAs) or help hotels regain control through direct channels by utilizing connected systems and AI-ready content.

3. Agentic AI in Back-Office Operations: AI is set to take over routine tasks in areas like guest communications and housekeeping, improving efficiency and providing insights for hotel teams.

4. Evolution of Staff Roles: As transactional processes become automated, hotels will need to focus staff roles on areas requiring soft skills, such as empathy and brand storytelling.

5. 2026 as an Inflection Point: The upcoming year is seen as crucial for hotels to align their technology, clean up data, and start AI pilot projects to avoid being unprepared as guest expectations and AI capabilities advance.

AI Readiness Checklist for Hotels

To navigate these changes, the Outlook provides a four-step AI readiness checklist for hotels:

1. Assess Tech Stack and Data: Hotels should evaluate their core systems and identify opportunities for better data integration and AI readiness.

2. Get Content AI-Ready: Ensuring that content is clean, structured, and consistent is vital for AI-driven search and booking systems.

3. Run a Supervised AI Pilot: Hotels are encouraged to start with a specific, measurable AI use case to refine workflows and measure impact.

4. Build Governance and Team Buy-In: Establishing cross-functional teams and training staff on new AI-enhanced workflows is essential to maintain personalized service.

Research Methodology and Expert Insights

The 2026 Hospitality Industry Outlook utilizes a Delphi-inspired research method, involving eighteen experts from various sectors who assessed future scenarios for their likelihood, impact, and desirability. This comprehensive approach helped identify consensus areas and provided a detailed view of upcoming trends in AI-driven hotel operations.

Conclusion

As AI continues to evolve, the hotel industry stands at a critical juncture. The 2026 Hospitality Industry Outlook serves as a roadmap for hotels to prepare for the future, emphasizing the importance of adopting AI to enhance operational efficiency and guest experiences. Hotels that proactively embrace these changes will likely gain a competitive edge in the evolving hospitality landscape.

Download the Mews 2026 Hospitality Industry Outlook report.