Why AI makes 2026 an inflection point for hoteliers
Hospitality is at an inflection point. 2026 is not just any other year, but a year when everything could change – and yes, AI is at the heart of it.
Opinion Articles
Hotel AI Deployment Planning from the Framework of a Switchboard Operator
The author advocates for immediate AI deployment despite imperfect solutions, emphasizing team adaptation to faster implementation cycles and identification of automation opportunities.
By Larry Mogelonsky and Adam Mogelonsky
Hotels lost metasearch. They lost mobile. AI doesn't have to be next.
OTAs spend $14 billion annually intercepting travelers in search, but AI conversations bypass those platforms, creating a window for hotels to establish direct presence.
By Adam Swart, VP of Content Operations, Lighthouse
The Acceleration of “Hard AI”: Why CES 2026 Changed the Operational Blueprint
CES 2026 showcased robots that learn tasks through AI instruction rather than manual programming, enabling human-like navigation and multi-role capabilities.
By Mark Fancourt, Co-Founder & Principal Consultant, TRAVHOTECH
Is your hotel visible in ChatGPT search? A quick guide to help you compete with OTAs for AI planned trips
The guide outlines strategies for hotels to optimize their websites and data for AI search engines like ChatGPT to compete with OTAs for direct bookings.
By Jonathan Gough, Content Team Lead, Lighthouse
Should hoteliers become AI experts?
Australian hotels lag in AI readiness despite growing demand, but can succeed by partnering with tech experts rather than building in-house expertise.
By Tom Varsavsky, Chief Technology Officer, SiteMinder
How hoteliers can capitalise on the potential of AI
The article focuses on predictive analytics and machine learning applications for demand forecasting and competitor analysis, with Australian hotels reporting 15% booking increases for July-August.
By Mike Rogers, Chief Data Officer, SiteMinder
The New Standard of Pickup Analysis: Year-Round Clarity in a Single View
LodgIQ promotes its Advanced Pickup Analytics module that provides 12-month booking pace visibility, claiming to help one client achieve +12% occupancy and another reach 97% forecast accuracy.
By Samuel Johnson, Head of Operations, LodgIQ™
When Nobody’s Watching: Why 99%+ Reliability Is the Only ROI That Matters
RobosizeME argues that 99%+ reliability should precede ROI measurement in hotel automation, citing a study showing 72% of chains avoid workflow automation due to trust issues.
By Stephen Burke, Founder and CEO, RobosizeME
Social Engineering at the Front Desk: A Growing Threat for Hotels
The article details how hackers exploit hotel staff's helpful nature through phishing, vishing, and impersonation tactics, with AI deepfakes making attacks more sophisticated.
By Suzie Squier, President of the Retail & Hospitality ISAC (RH-ISAC), Retail & Hospitality ISAC
2026 Is Not About Adding AI to Hotels
Hotels must prepare for AI-driven guest discovery that prioritizes data consistency over search visibility, fundamentally changing how travel decisions are made.
By Are Morch, Digital Transformation Coach for Hotels, Are Morch, AI Champion
When will humanoid robots start cleaning my hotel room?
Analysis suggests housekeeping and kitchen roles will be among the last to be automated due to complex physical tasks and lower wages compared to high-skill positions.
By Klaas Koerten, Researcher Robotics, Hotelschool The Hague
2026 Hospitality Outlook: how AI is reshaping hotel experiences
Mews report examines how generative and agentic AI will transform guest booking processes and hotel operations by 2026, with data quality becoming crucial for visibility.
The Impact of AI on Hotel Labor Is All About Continuous Quick Wins
The author advocates for implementing AI through small, task-specific improvements rather than waiting for comprehensive solutions, focusing on labor savings and measurable ROI.
By Larry Mogelonsky and Adam Mogelonsky
The Hidden Reason Hotel Groups Aren’t Seeing Real AI Results
The h2c 2025 AI & Automation Study reveals only 8% of hotel groups have company-wide AI strategies, with 72% lacking dedicated budgets for implementation.
By Linda Girrbach, Co-Founder & Head of Hospitality Consulting, RobosizeME
50 First Dates with Support
The author argues that effective support requires users to provide clear context about what broke, their intent, and what they've tried, using hospitality analogies to illustrate communication gaps.
By Manuel Kuckenberger, Hospitality systems consultant, Manuel Kuckenberger e.U.
AI Will Not Save Your Hotel, But It Will Decide What Hospitality Means Next
The piece argues digital transformation optimized old hotel processes without reimagining hospitality, while AI forces a philosophical shift toward anticipatory service.
By Are Morch, Digital Transformation Coach for Hotels, Are Morch, AI Champion
2025: The Year Hospitality Embraced Its Hybrid Future
Industry analysis shows 2025 marked hospitality's shift from AI hype to practical implementation, with 36% of users now viewing technology as a "good friend."
AI is Becoming the Consumer: What Travel & Hospitality Brands Need to Know Now
Accenture research shows 50% of AI users make purchase decisions based on AI recommendations, with travel brands needing to optimize for AI discovery platforms.
Hoteliers, Stop Fearing AI - You're Missing the Real Opportunity
CHTA President argues AI enhances rather than replaces human hospitality, sharing practical implementation examples from Bay Gardens Resorts.
By Sonovnik Destang, President, CHTA