Artificial Intelligence (AI) isn’t just transforming hotel operations; it’s redefining what it means to be a guest.

From how travellers discover destinations to how they book and communicate with staff, generative AI is becoming the invisible concierge shaping every moment of the journey. Behind the scenes, agentic AI has the potential to drive efficiencies and automation, making stays even more seamless.

Yet even as technology advances, the heart of hospitality remains the same: people still want connection, warmth and care.

The hotels that succeed in this new era won’t be the ones that automate everything, but those that understand where the human touch matters most and how AI can enhance it.

This white paper explores the next era of hospitality. Whether you own, manage or work in a hotel — or simply want a glimpse of the new guest experience — these insights will help you navigate the opportunities and pitfalls of AI-powered transformation.

1. Introduction
2. Five key insights
3. Exploring the future of the guest journey:
   1. Generative AI
   2. AI Agents
   3. Automation
4. Your AI readiness checklist
5. Summary
6. Methodology
7. Acknowledgments