The piece argues hotels deploy visible AI features without redesigning underlying operations, creating "AI Theatre" that impresses owners but fails to improve business metrics.
Otelier will demo TruePlan at HITEC 2026 in San Antonio, highlighting new features including Critique, a workflow for contextualizing variances and forecast changes across hotel portfolios.
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.
Two hospitality tech experts break down why PMS selection is now driven by API openness and integration ecosystems, with practical guidance for independents and multi-property operators.
A Shiji Insights Podcast conversation with Cendyn's Head of Solutions Engineering examines how the PMS is evolving from a transactional platform into the execution layer for guest intelligence and personalization.
Positron Access Solutions announced expanded capacity for its Virtuoso PRO EMS and two new tools, Prelude and Overture, to streamline site surveys and installations for hotel Wi-Fi and IPTV deployments over existing coax infrastructure.
RobosizeME deployed AI-enabled automation for a global hotel loyalty program, cutting point update times from 3-4 days to under 24 hours across thousands of properties and millions of members.
h2c's global AI benchmarking study is open for hotel groups to participate via interview or survey, with a deadline extended to 14 July 2026.
The author introduces TCPG (Token Cost Per Guest) as a discipline for hotel operators to meter AI spending, arguing most deployments fail because costs are invisible inside bundled platform contracts.
TRAVHOTECH's HumAIn Framework proposes a four-layer AI architecture for hospitality, separating data infrastructure, software automation, physical robotics, and human strategic oversight.
Lighthouse's Ernest connects frontier AI models to hotel-specific data, systems, and workflows, offering commercial teams intelligence, recommendations, and automated actions across 500+ hospitality platform integrations.
Maestro PMS argues that connecting PMS and POS systems is now a strategic requirement for hotels shifting from room-centric metrics to Total Revenue Management and full guest value visibility.
HCN's white paper, debuting at HITEC San Antonio, claims a 500-room Boston hotel can generate $257,645 in annual net revenue via its tablet-based Commerce Media Network managing $3B+ in global ad inventory.
LodgIQ names Mark Charlinski, former CEO of Leonardo Worldwide, as President and CCO to lead sales, marketing, and customer success as its AI-powered revenue operations platform scales globally.
Kiosk.eu makes the case for self-service check-in kiosks, outlining ROI drivers including labour cost reduction, ancillary upsell revenue, and a payback period of months to under one year.
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.
Booking Holdings and Airbnb are each funding separate AI travel ventures as hedges, raising the risk that hotels will soon rent visibility from the same parent that runs both the OTA and the assistant.
HEI Hotels & Resorts, which operates 100+ US properties, has deployed Canary Technologies' Dynamic Upsells to automate and personalize add-on offers across the guest journey.
Coral Sea Hotels Group deploys Shiji's Daylight PMS across seven properties in Papua New Guinea, integrating with SiteMinder, Duetto, and Amadeus iHotelier for unified guest profiles and operational efficiency.