25 Themes Driving the Future of Tech-Enabled Hospitality

Jessica Gillingham
8/12/2025

I’m currently writing a book on the topic of tech-enabled hospitality, and for research, I’ve interviewed 38 industry leaders across short-term rentals and hotels and across brand, operations, and tech. The hospitality industry is undergoing a transformative shift where technology is not just a tool but a strategic foundation for success. As guests seek more seamless, personalized experiences from marketing approaches to the entire guest journey and tech is becoming a deeply embedded part of operations, we are moving toward greater tech enablement across short-term rentals, too.

As I’ve conducted my research, I have noted 25 themes that stood out about what the future holds for tech-enabled hospitality.

1. Striking a balance between technology and human connection

While technology can automate and streamline numerous processes, it’s crucial to maintain a personal touch. The industry is learning that the best implementations amplify the guest experience without replacing the warmth and empathy that only human interaction can provide. Technology should empower staff to offer better, more personalized service, freeing them from mundane tasks so they can focus on moments that create a memorable stay.

2. A cultural shift toward tech-first thinking

For tech adoption to be truly transformative, it requires a shift in mindset at all levels. Hospitality businesses are learning that a tech-first approach demands rethinking processes, operational norms, and staff roles to integrate technology meaningfully. The cultural shift is essential; without it, new tech will lack the internal support and strategic alignment necessary to succeed.

3. Democratizing hospitality through accessible tech

Tech innovation is democratizing the hospitality space, allowing smaller or independent operators to offer services once limited to larger brands. Today, anyone from a single-property manager to a large hotel chain can access tools for enhancing guest experiences, managing operations, and reaching new markets. This democratization is setting a new standard across the industry, pushing every operator to improve.

4. Stability over constant innovation

While innovation when it comes to tech is important, stability is often more valuable. The priority for many operators is finding solutions that can scale with their business while remaining reliable. This approach reduces the disruptions that can come from continually replacing systems, allowing businesses to build lasting relationships with their technology partners and maintain operational consistency.

5. Building custom solutions for unique needs

While many tech solutions are available, some operators find these options don’t fully meet their unique needs. This has led a segment of the industry to invest in building custom tech stacks tailored to specific workflows and guest interactions. While this approach offers flexibility, it also demands significant resources and expertise, which can be challenging for smaller operators.

6. Expanding hospitality offerings

Hospitality is no longer limited to traditional hotels. Today’s operators are creating hybrid spaces—blending elements like hotels, co-working areas, and short-term rentals—to meet evolving guest expectations. This diversity of offerings allows operators to appeal to a broader audience and meet guests where they are, whether they need a weekend stay, a remote work spot, or a long-term residence.

7. Maximizing space utilization as a revenue stream

Beyond nightly stays, tech-enabled operators are exploring ways to maximize revenue by utilizing their space in innovative ways. Some are treating their properties as 24/7 revenue-generating assets, offering services that allow them to monetize every square meter, such as leasing workspace during the day and hosting events at night. This approach unlocks new potential in underutilized areas and taps into diverse revenue streams.

8. Property management software (PMS) as the strategic hub

Property management software has evolved far beyond a simple booking tool. Today’s PMS platforms act as a central nervous system, integrating guest communications, booking data, and operational insights in one place. This functionality enables operators to make data-driven decisions and ensure consistency across properties, ultimately providing a seamless experience for both guests and staff.

9. Staff-centric technology solutions

The focus on tech-enabled guest journeys often overshadows the importance of staff-focused tech. Mapping out the staff journey and ensuring they have user-friendly, efficient tools is essential for a seamless operation. When staff are equipped with intuitive technology, they can deliver better service, stay more engaged, and work more efficiently.

10. The debate: all-in-one vs. modular solutions

Operators face a choice between adopting an all-in-one PMS solution or a modular, marketplace, best-in-class approach. All-in-one platforms offer convenience and integration, while modular solutions provide the flexibility to select the best tools for each specific need. The decision often depends on business size and complexity, with larger or more specialized operations favoring modular setups to ensure each tool meets its exact requirements.

11. Cloud-based solutions for seamless operations

Cloud-native solutions are reshaping the hospitality landscape by offering real-time data access and seamless integration with other tools. By removing the need for on-premise servers, cloud-based tech allows for smoother cross-location operations and reduces downtime. This shift enables operators to centralize data, improve collaboration, and provide faster responses to guest needs.

12. Open APIs as the backbone of modern hospitality tech

APIs are key to a scalable tech stack, enabling different systems to communicate and share data seamlessly. With open APIs, operators can integrate various tools, from CRM to booking engines, creating a cohesive tech ecosystem that supports all aspects of the guest journey. This interoperability ensures flexibility and scalability as the business evolves.

13. AI-powered marketing revolution

AI is transforming marketing in hospitality, enabling more targeted and personalized campaigns. Operators can now analyze guest data to understand preferences, predict future needs, and enhance engagement. By focusing on lifetime customer value, AI-driven marketing creates deeper loyalty, making each guest feel recognized and appreciated.

14. OTA influence on the guest experience

While OTAs provide essential visibility and lead generation for many operators, they can fragment the guest journey. Limited data-sharing from OTAs means operators must find alternative ways to capture guest preferences and create a personalized experience. Direct booking incentives, loyalty programs, and pre-arrival engagement are some strategies that help operators regain control over the guest relationship.

15. Focusing on lifetime value (LTV) and cohort analysis

By analyzing LTV and segmenting guests into cohorts, operators can identify high-value customers and tailor marketing strategies to retain them. Cohort analysis helps businesses understand guest behavior over time, ensuring that marketing and loyalty programs are more effective, building long-term relationships and maximizing revenue per guest.

16. CRM systems for a personalized guest experience

CRM systems are now essential for capturing guest data and providing a personalized experience. By recording preferences, past interactions, and feedback, CRMs enable operators to tailor each stay to individual guests, creating an experience that feels more bespoke and enhancing guest loyalty.

17. Data consolidation is the ultimate challenge

With so many tools available, operators often face challenges in consolidating data into a cohesive narrative. Each tool might send a different communication, leading to inconsistencies in branding and guest experience. Streamlining these systems to create a unified data flow ensures a smoother guest journey and better operational insights.

18. Personalization is the future of guest engagement

Personalization goes beyond knowing a guest’s name; it involves tailoring every aspect of the experience to their preferences and expectations. Technology enables hospitality brands to customize everything from check-in times to home amenities, creating an experience that fosters loyalty and sets brands apart in a competitive market.

19. Real-time communication as a competitive edge

Real-time communication, powered by AI and instant messaging, is revolutionizing guest interactions. By responding immediately to guest inquiries and needs, operators can enhance satisfaction and ensure guests feel valued. This immediacy strengthens the brand’s reputation and contributes to positive reviews and repeat business.

20. Attribute-based selling for customized stays

Attribute-based selling allows guests to choose units based on specific features, such as views or amenities, rather than just room or unit type. This approach enables a more customized experience, aligning with the industry’s shift toward personalization and providing guests with more control over their stay as well as an uplift in revenue generation.

21. CRM as a revenue generator

Modern CRM systems do more than manage relationships; they drive revenue by suggesting upsells tailored to each guest profile. Whether promoting dining options for leisure travelers or workspaces for business guests, CRMs use data insights to increase revenue while enhancing the guest experience.

22. Gradual AI adoption to support service excellence

While AI offers significant potential, the hospitality industry is approaching it with caution. Rather than a rapid overhaul, operators are integrating AI slowly, ensuring it complements and enhances human service. AI is most often used to streamline back-end processes, in property management and to predict guest preferences, providing insights to allow for more meaningful personal interactions.

23. Contactless journeys are the new standard

Contactless check-ins, digital keys, and mobile payments are becoming standard across the industry, driven by guest demand for convenience and safety. These innovations enable a smoother guest experience, reducing waiting times and freeing staff to focus on service-enhancing tasks.

24. Revenue management and the power of intent

Revenue management is evolving, with AI providing real-time insights into guest behavior and demand. This dynamic approach allows operators to adjust pricing and availability based on demand fluctuations, maximizing revenue without manual intervention. AI-driven revenue management is particularly effective in multi-property portfolios where demand and pricing can vary widely.

25. Sustainability and IoT for smarter operations

Internet of Things technology is allowing operators to optimize resource usage in real-time, creating more sustainable operations. Automated energy management, remote monitoring, and predictive maintenance reduce environmental impact and operating costs. Some properties have already seen significant energy savings, demonstrating that tech-driven sustainability is both viable and valuable.

The book was published in the UK on August 3, 2025, and will be released in the US on August 26, 2025. Learn more about the book. 

US Retailers: Barnes and Noble, Amazon

UK Retailers: Amazon, WHSmith

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