✂️ Hilton Cuts Fees for Owners that Embrace Tech

AI is no longer a future bet—it's now table stakes in hospitality. According to TrustYou’s new report, 80% of hotels currently use or plan to adopt AI to create personalized guest experiences, and 89% of hotel chains intend to expand AI use within 1–2 years. The driving force? Sky-high guest expectations for speed, personalization, and 24/7 service.

🎯 Why It Matters: The hotel industry is undergoing a rapid tech transformation, driven by operational pressures and shifting guest behavior. AI tools powered by centralized guest data are emerging as the new backbone for guest service, replacing slow response times and fragmented systems.

🔑 So What: For owners and operators, this isn’t about keeping up—it’s about survival. Without a unified AI and data strategy, hotels face rising costs, declining loyalty, and lost direct bookings. Operators should prioritize investing in a Customer Data Platform (CDP) to unify guest data, automate service, and reclaim control from OTAs.

👉 Discover How Top Hotels Are Winning with Data & AI

Wyndham Hotels & Resorts has launched approximately 250 AI “agents” across about 7% of its 8,300-property portfolio, enabling virtual support for tasks such as booking modifications and travel recommendations. These agents are already handling “hundreds of thousands” of guest interactions, according to CEO Geoffrey Ballotti, contributing to a 25% reduction in average handle time and ~300 basis points boost in direct share at hotels fully leveraging the tech.

🎯 Why it matters: Wyndham’s move shows that AI is shifting from pilot to production at scale in hotel operations. For brands and franchisees, it illustrates how automation can reduce labor burden, streamline guest interactions, and strengthen margins—all while supporting service levels in a cost-constrained environment.

🔑 Key takeaway: Hotel executives should assess how AI agents could be embedded into their operations, not just as a tech novelty, but as a strategic lever for front-line service. The key is to identify which guest and operational tasks can be safely automated (e.g., simple booking changes, upsell prompts), while preserving the human touch for relational moments. Partnering with scalable AI platforms and aligning rollout with staff training and data readiness will be crucial. Read More →

Hilton is deploying 41 identified AI use cases across its business (spanning operations, revenue management, guest-facing services, and more!) and has significantly cut system fees for owners who meet elevated property‑quality and tech‑enabled performance thresholds. The company reports that 90 % of its enterprise technology stack is now cloud‑based, up from ~20 % in 2020.

🎯 Why it matters: Hilton’s initiative signals a shift: Instead of AI being just a pilot or marketing headline, it’s becoming a commercial lever tied to economics for owners. By linking fee reductions to tech‑driven performance and property quality, Hilton is aligning owner incentives with smart operations - and setting a benchmark in how chains manage tech and asset‑light economics.

🔑 Key takeaway: Hotel executives should use Hilton’s move as a case study. For brand owners/franchisors: Consider how your technology roadmap can be embedded into owner economics—not just operations. And for hotel owners/operators: Evaluate how chain affiliations can evolve—from brand name + flag to value‑chain partner in data, AI, and performance. If your franchise model rewards tech adoption and operational outcomes, you’re likely ahead of the curve. Read More →

Due to high financing costs and labor shortages, U.S. hotel new supply growth sits at just 0.7% YTD, well below the long-term average of 1.6%. As a result, owners are pivoting from ground-up development toward renovations, repositionings, and adaptive reuse of existing assets.

🎯 Why it matters: A slowdown in new construction shifts competitive advantage to operators who can refresh, rebrand, and optimize existing inventory. In markets where development is muted, turning a tired property into a differentiated product can unlock outsized returns.

🔑 Key takeaway: Hoteliers should adopt a strategic lens on their current portfolio, by identifying underperforming assets ripe for repositioning into soft-brand or upper-midscale conversions. In addition, prioritize F&B and guest-experience upgrades, where incremental ADR gains have been cited (e.g., a ~$35 ADR boost in one market). And ensure CapEx is tied to returns, building tech and operations upgrades into the program, because upgrades are only as effective as how well they’re executed. Read More →

✅ TrustYou: Boosts revenue and loyalty with AI-powered guest insights.

✅ Actabl: Turn powerful BI data into actionable insights that maximize profits.

✅ Plusgrade: Unlock new revenue by automating targeted guest upgrade offers.

✅ M1 Intel: Purpose-built sales platform to help your hotel close more deals.

✅ EntryReady: Guests unlock rooms with phones—no cards, lines, or front desk delays.

✅ Canary Technologies: Powerful but simple AI powered digital guest journey platform.

✅ Otelier: Optimize hotel budgets and forecasts with precise, data-driven insights.

✅ MeetingPackage: Simplify MICE bookings and boost event revenue.

🛑 Security experts warn that “agentic browsers” like Atlas and Comet could execute hidden code, raising new risks around AI autonomy.

📉 The U.S. hotel industry lags for the second quarter in a row as travel demand and rate growth both ease.

🤖 Delta is rolling out a generative AI concierge to handle traveler requests and personalize trip assistance.

👨‍👩‍👧 As family travel demand grows, hotels should ensure booking engines and room types are setup to accommodate multigenerational groups.

💬 Mews expands its AI toolkit through the acquisition of DataChat, enabling smarter data insights for hoteliers.

🌐 The OTA landscape is transforming fast as Booking.com, Expedia, and Airbnb bring AI and social media into the booking journey.

✈️ Phocuswright’s global travel outlook predicts two-thirds of bookings will be made online by 2027.

What if you could double your hotel’s efficiency—without adding headcount? In this episode, Michael Bohler, Founder of SUM Hospitality, reveals how he’s transforming independent hotels in Switzerland into high-performing, tech-enabled operations that run smoother, smarter, and more profitably.

This episode is for hotel owners, general managers, and operations leaders looking to modernize their tech stack, reduce manual work, and build more sustainable, year-round business models.

Key Takeaways:
 • Hear how SUM Hospitality uses integrated systems to automate front-office and back-office tasks, freeing staff to focus on guest experience.
 • Learn how streamlined tech enables year-round occupancy and better work-life balance for hotel teams in seasonal markets.
 • Understand why viewing technology as an investment in profitability not a cost center is key to future growth.

👉🏼 Check out the interview on Apple Podcasts or Spotify.

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