Agentic AI checks in

From revenue to room service, AI agents promise real impact—if hotels cut through the hype

Artificial intelligence in hotels is moving beyond chatbots and predictive pricing. The new frontier, “agentic AI,” doesn’t just analyze or generate—it acts. Imagine an AI that tracks competitor activity, writes a market update, schedules your revenue meeting, and invites the team before you’ve finished your morning coffee. At the Annual Hospitality Conference in Manchester, experts urged hoteliers to look past the hype and think about where this technology could deliver real value inside their properties.

Key takeaways

• The next leap: Agentic AI goes beyond chatbots and Copilots, taking on end-to-end tasks like research, reporting, and scheduling.
• Hospitality still testing the waters: Most hotel leaders aren’t yet experimenting with agentic AI, but the potential for operations, marketing, and guest service is clear.
• AI fatigue is real: Executives are wary of hype cycles; bolting AI onto existing systems often drives up costs without improving guest experience or profits.
• Culture change over shiny tools: Success depends on people, processes, and leadership buy-in—not just new tech.
• Start small, go deep: Applying AI to a single domain—like front desk automation, revenue management, or housekeeping—creates faster wins than spreading it thin across the hotel.
• Stay hands-on: Hotel CEOs and GMs need to check in frequently with their tech teams to keep AI projects aligned with fast-changing guest expectations.

Hotel-specific agentic AI use cases

• Revenue management: AI agents that continuously scan competitor pricing, update rate recommendations, and even trigger automated alerts for sudden demand shifts.
• Group sales follow-ups: An agent that monitors incoming RFPs, drafts tailored responses, and schedules calls with corporate planners.
• Predictive maintenance: AI that tracks energy usage or water flow anomalies, automatically scheduling a technician before a guest even notices a problem.
• Front desk automation: Agents that pre-check guests, handle room changes, and update loyalty profiles while staff focus on personal welcomes.
• Upselling in F&B: AI that identifies guest preferences, recommends wine pairings, or suggests late-night room service automatically through messaging platforms.

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