AI becomes a baseline expectation for hotel operations

Near-universal adoption shows AI has moved from experimentation to an operational requirement

Artificial intelligence has quickly shifted from a future concept to a day-to-day reality for hoteliers. New findings from the Owner Trends Report by Wyndham Hotels & Resorts show that almost all hotel owners are already using AI in some form, confirming that AI is now part of the operational baseline. While confidence in the industry’s outlook and growth plans remains strong, many hoteliers are still working through how to turn early AI adoption into consistent, long-term value. The results point to an industry that accepts AI as essential, but increasingly seeks clarity, integration, and practical guidance on what to do next.

Key takeaways

• AI is no longer optional: Nearly all hotel owners report using AI, signaling a clear shift from pilot projects to everyday operational use.
• Adoption outpaces execution: Only a minority have embedded AI across most functions, leaving significant room to improve consistency and impact.
• Efficiency and revenue lead AI use cases: Hoteliers focus AI on operational efficiency, energy savings, and revenue optimization where returns are most visible.
• Guidance is now the missing link: Many owners want to expand AI usage but feel uncertain about prioritization and implementation.
• Brands act as AI enablers: Hotel brands are increasingly relied on to help vet, integrate, and support AI solutions across complex operations.
• Risk and cost concerns persist: Data security, investment levels, and legacy system integration remain key barriers to deeper AI adoption.
• Human oversight remains essential: Most hoteliers prefer AI to support decisions rather than operate autonomously without human control.

Source: Wyndham Hotels & Resorts

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