Overall Theme

The report argues that hospitality is at a turning point, shaped by two forces:

1. Rapid digital transformation** (AI, automation, cloud, data).

2. Rising demand for emotionally resonant, human experiences.**

Technology is not replacing staff — it’s reframing how hotels create personalized, efficient, and scalable guest journeys. The winners will be those that modernize tech stacks, empower teams, and design for personalization at scale.

Key Insights from Industry Leaders

Minor Hotels (Ian Di Tullio, CCO)

  * AI-powered personalization is already boosting conversions.

  * Predictive segmentation, automated upselling, and AI revenue management are delivering real ROI.

  * Big future bet: **agentic AI** for multi-step automation.

  * Principle: “Tech should elevate people, not replace them”.

Hilton Grand Vacations (Onkar Birk, CTO)

  * Launched *MyExplorer+*, an AI recommendation engine that expands guest options.

  * AI is optimizing inventory by reshuffling “orphan nights.”

  * Future: AR/VR “virtual vacation” previews and curated off-property experiences.

  * Overhyped: AI as a full replacement for human roles.

Sojern (Noreen Henry, CRO)

  * GenAI is scaling concierge-level engagement across channels.

  * Their AI Concierge reduced front desk calls by 65%.

  * AI-driven guest marketing now fuels loyalty and direct bookings.

  * Warning: standalone AI tools without integration just add complexity.

Choice Hotels (Brian Kirkland, CIO)

  * AI copilots (like Microsoft Copilot) are boosting productivity 30–50%.

  * Guest-facing AI still early but ChoiceMAX revenue platform already provides real-time pricing recs.

  * Next wave: **autonomous agents** for proactive guest services.

  * AI readiness is now a hiring expectation.

Hospitality Solutions (Chris Boyle, SVP)

  * Hotels must move “beyond the booking” into **retail-led hospitality**.

  * SynXis Retailing lets hotels package upsells and services.

  * Emphasis: unified guest data + AI insights to power personalization.

  * Future: conversational AI-driven booking journeys.

Auberge Resorts (Wynn James, Global Head of Digital)

  * Investing in AI-driven digital advertising, SEO tuned for AI search, and Asana for workflow automation.

  * Overhyped: personalization solutions still fragmented.

  * Preparing for **AI web browsing + search** that will shift digital discovery.

Duetto (Alex Zoghlin, CEO)

  * Focused on **profit-driven hospitality**, not just revenue optimization.

  * Their Dynamic Rate Engine personalizes rates and packages per guest.

  * Future: agentic AI for automated profit strategies across all departments.

  * Critique: generic AI wrappers without hospitality depth are useless.

TUI Group (Pieter Willem Jordaan, CIO)

  * AI is becoming the “new concierge” — delivering proactive, hyper-personalized services.

  * Integrated travel chain allows real-time responses (e.g., upgrades after flight delays).

  * Staff empowerment: nearly 2,000 custom AI assistants built internally.

  * Future: AI as **infrastructure of the internet** driving hyper-personalization.

10 Takeaways for the Future of Hospitality Tech

1.AI is now standard practice** (not experimental).

2.Personalization is expected** by guests.

3. Autonomous AI agents** will drive the next wave.

4. Modernization of legacy systems** is critical.

5.Profitability > revenue** — optimize across all departments.

6. Tech enhances humans**, doesn’t replace them.

7. AI is reshaping marketing & discovery.**

8. Seamless digital guest journeys** are becoming the norm.

9. Culture & training** determine adoption success.

10.Hospitality is shifting to retailing models** with flexible, customizable guest packages.

https://skift.com/insights/state-of-hospitality-tech-in-2025/?utm_source=chatgpt.com