Canary Technologies integrates with Ulyses PMS by Septeo, enabling Spanish hotels to connect AI-powered guest engagement tools directly with their property management system.
PPHE Hotel Group is deploying Hudini's platform across 17 European properties, including a guest web app, mobile room keys, self-service kiosks, and staff tools to streamline operations and personalise guest journeys.
HotelRunner founders Arden Agopyan and Ali Beklen were shortlisted among 5,000+ applicants for Global Entrepreneur of the Year at the 2026 Allica Bank Great British Entrepreneur Awards.
Otherwander Soho, a 566-pod digital hotel on Dean Street, chose Apaleo's open PMS after a 4.5-year tech evaluation, enabling keyless entry, online check-in, and a reception-free operating model.
Classic Norway Hotels cut forecast error by ~50% across 22 properties using Demand Calendar's automated BI platform, reducing Excel use by 95% and aligning all departments on a single nightly-updated forecast.
Wilhelm Luxem, Head of Quality Commission at Swiss Deluxe Hotels, shares how luxury properties can adopt technology while preserving authentic human connection, drawing on a 50-year career.
United States will never adopt the same ruling. It's a capitalist country where businesses needs (not the government) dictate business actions. Smart operators will implement automation where it makes sense and where it augments "human touch".
The classic philosophy in hospitality is that guests require services provided by super nice, smiling, well-trained humans. I believe this philosophy is greatly exaggerated, especially today. A great example of why guests do not care about human-provided services comes from the vacation rental sector.Today, 20% of roomnights are consumed at vacation rentals/ short-term rentals: houses, villas, condos and apartments.
So far I haven't personally seen AI actually cut jobs. I'm not saying it hasn't but I haven't personally seen it yet. It has however empowered people to do a whole lot more, so it might slow down future hires. But I haven't seen it replace anyone that was hired, unless the person utterly refused to learn how to use AI.
Kelly Ommundsen of the World Economic Forum argues hospitality tech is over-designed for confident users, under-regulated, and too often deployed without asking what problem it actually solves.
Gain Advisors received the Mews 2026 Strategic Star Award at the Mews Unfold forum in Amsterdam, recognizing its advisory model built on senior hospitality practitioners driving measurable commercial outcomes for hoteliers.
Mirko Lalli warns that 80% of AI travel suggestions come from OTAs, leaving most hotels invisible, and argues that 70% of the fix is content strategy, not technology.
Bold prediction: The PMS isn't going anywhere by 2030 — but it will look nothing like it does today. It becomes the heart of the hotel, connecting and coordinating most AI tools, agents and decisions running across the property.
The death of the PMS was mooted back in 2014 when I joined hospitality from airlines. 14 years later, we still have PMSes. Their primary all-in-one functions were:- Handle check-in/out- Manage room key cutting- Take payments- Set up the hotel room inventory and types- Assign a price per room- Link to selling channels like OTAs- Manage housekeeping- Manage facilities management/maintenance- Handle on-site eventsSeparate RMSes now do pricing and push rates to PMSes.
The Enterprise PMS will still be around in 2030. Every hotel needs a system of record to manage reservations, inventory, rates, guest profiles, financial transactions, and operational controls. AI doesn't remove that requirement.
HSMAI Europe's newly launched AI Advisory Board, chaired by TrustYou's Ben Jost, will produce white papers, case studies and education content covering AI content strategy, direct channels and hotel tech architecture.
Generally, more people with access to AI will not mean better solutions, it will mean more noise in the market, more fragmented and badly deployed technology - just like the last decades, but at a bigger scale, and the people who suffer are hotel employees and guests. I do believe that to stand out from the pack and deliver something truly remarkable, you need genuine innovators to bring all these solutions together in a coherent ecosystem that is open, collaborative, and truly end-to-end in how we serve guests. The best technology partners will build closer partnerships at the backend layer, while hoteliers can build complete AI workflows on the frontend.
By HITEC 2030, AI will not have eaten established hospitality tech. It will have eaten the repetitive workflow layer around it. Hotels will still rely on PMS, CRS, RMS, payments, distribution, and other systems of record. Those systems are too operationally critical to disappear quickly.
2030 is a long time from now, especially in AI-years, which are only about 60 days long!If I think about the current trajectories and strategies of the bigger companies that will lead this movement, I see larger travel enterprises implementing foundational agentic backbones like Frontier from OpenAI or Claude Enterprise from Anthropic.
Mews expands its preferred PMS partnership with SLH from Europe to the Americas and APAC, giving access to 700+ member hotels; early adopter Opus XVI in Norway reported a 67% RevPAR increase within one year.
Leonardo Hotels Central Europe rolled out the Proposales cloud quotation tool across all properties in early 2026, cutting offer processing time by 50% and lifting booking rates by 12%.
The article argues that deploying networks of specialized AI agents across scheduling, pricing, maintenance, and guest services could lift hotel GOP margins by 19–25%, offering a structural edge for early movers.
Holiday Inn Kenilworth deployed Eccobell's AI voice agent, cutting reception calls by over 80% in the first week, with upsell commissions now exceeding the technology's cost.
Amadeus launched its Travel Advertising Platform at its Nice summit, using AI and an Accenture-built agentic framework to shift hotel and airline ad spend from reactive optimization to forward-looking, cross-channel demand orchestration.
Davy and Jill reflect on Mews Unfold 2026 in Amsterdam, weighing AI's promise to free staff for human connection against the industry's oldest unsolved frustration: recognising returning guests at check-in.
HFTP and RX will launch HITEC Paris on November 5, 2026, co-located with EquipHotel Paris at the Paris Expo Porte de Versailles, targeting European hospitality technology professionals.