According to Pedro Colaco, CEO of GuestCentric Systems, AI is set to revolutionize the hotel booking experience by making it more personalized and frictionless. He believes that today"s travelers—especially Gen Z—expect a seamless journey where they are only presented with options relevant to their needs. AI plays a crucial role in predictive selection, ensuring that guests see the right offers at the right time. For example, a solo traveler likely won"t need romantic add-ons, while a couple on a getaway might appreciate special touches like flowers in the room.

Colaco also points out that personalization is no longer just a competitive advantage; it's an expectation. Travelers are used to platforms like Netflix and TikTok delivering content tailored to their preferences, and they now demand the same intuitive experience from hotel booking platforms. Hotels that fail to embrace AI-driven personalization risk falling behind. In the coming years, what is currently considered "hyper-personalization" will simply be the industry standard, while those who don"t adapt will be seen as under-personalized and outdated.