2026 Hospitality Outlook: how AI is reshaping hotel experiences | By Tom Brown

What will the guest journey look like in 2026 and beyond? As hospitality arrives at yet another critical moment, the 2026 Hospitality Industry Outlook authored by Mews explores how the rise of AI – both generative and agentic – is transforming how hotels operate, interact with guests and drive revenue.

For hotel owners, general managers, and reservation teams, understanding these shifts isn’t just interesting – it’s critical to staying competitive. Here are some of the key takeaways from the report.

The evolution of discovery and booking

Guest expectations are evolving fast. Generative AI is turning the booking process into a seamless conversational journey. Your hotel’s visibility won’t just depend on traditional marketing but on the quality of your data and how open your APIs are. The report highlights that hotels investing in rich, structured content and connected technology will see higher direct booking rates.

Or, to put it more bluntly, as Chris Hemmeter, Managing Partner at Thayer Investment Partners did: If hotels fail to manage their data, they will be invisible.

For owners and reservation managers, this means thinking strategically about where your hotel appears and how easily AI-driven systems can access your offerings. Hotels that adapt now are likely to benefit from higher direct revenue, stronger brand loyalty, and better guest satisfaction.

Agentic AI behind the scenes

While generative AI is changing guest-facing interactions, agentic AI is quietly revolutionizing hotel operations. From back-office automation to housekeeping coordination, AI agents are beginning to handle complex, multi-step tasks that once demanded human oversight.

We see a lot of willingness from the industry to test automation in back-office processes, perhaps due to the perception that those will impact the guest experience less. Leila Jiwnani, Head of Hospitality & Leisure Advisory at Deloitte

The report highlights early successes in areas such as automated housekeeping scheduling, real-time guest communication, and revenue management. These systems thrive when integrations are robust and operational guardrails are clear, allowing hotels to scale efficiency without compromising service quality.

Staff roles will evolve, not disappear

One of the most common concerns about AI in hospitality is its impact on staffing. The 2026 Outlook shows that automation frees teams from transactional duties, but it doesn’t remove the need for human touch. Staff are being repositioned to focus on high-impact interactions – upselling, personalized service, and problem-solving – while AI handles the operational grunt work.

The future of hospitality depends on finding the right balance between automation and human touch. Skill sets will therefore become even more important than the systems, ensuring that technology enhances – rather than replaces – the human element in guest experiences. Being greeted with a genuine smile is something technology will never be able to replace. Michaela Papenhoff, Founder and Managing Director of h2c GmbH

This shift means hotel owners and managers need to rethink training, recruitment and culture. Teams should be prepared to work alongside AI, leveraging its capabilities to deliver faster, more personalized service while preserving the magic of hospitality.

Why 2026 is a pivotal year

The next 12 months represent a window of opportunity for hotels willing to invest in AI. By aligning technology, data strategy and staff training, properties can position themselves for sustainable growth and enhanced guest satisfaction.

Early adopters who implement AI thoughtfully will set the benchmark for the industry, while those who resist or hesitate risk falling behind as competitors capture market share.

For hotel owners, general managers and reservation managers, the takeaway is clear: AI is no longer an experimental tool. It’s a strategic lever that, when used correctly, drives efficiency, increases revenue and elevates the guest experience.

What’s in the report?

Reimagining the Guest Journey in the Age of AI: 2026 Hospitality Industry Outlook is more than a report – it’s a blueprint for action. It includes:

• Key insights from a panel of industry experts

• Data and trends around changing guest experiences and AI

• An in-depth checklist to assess your property’s AI readiness

Ready to see the future and be a part of it?

Download the report