The hotel industry is beginning to explore how artificial intelligence can enhance the guest experience, from simplifying routine interactions to offering more tailored support during a stay. As travelers grow more comfortable with technology in other parts of their lives, many are starting to look for similar convenience and guidance when they check into a hotel.
The Uncharted Territory Exploring Travel Behaviors in an AI World Report offers a clear view of how travelers perceive AI enabled hotel features and what they find most useful.
Nearly four in ten travelers say they are likely to stay at a hotel that offers AI powered services. Many travelers see these features as an extension of the digital tools they already rely on in other parts of daily life. When hotels provide simple, intuitive AI support, it can help guests feel more confident navigating new environments and reduce the amount of effort required during their stay.
When travelers consider AI-enabled hotel services, they tend to gravitate toward features that offer practical assistance and real-time guidance. The most appealing hotel features include:
- Real time recommendations for meals, activities, or events (24%)
- A smart app that keeps your travel plans, check-in times, and local reservations all in one place (24%)
- Quick, contactless check-in and check-out using facial or voice recognition (22%)
- Real time local tips and activity ideas (21%)
- Instant help in emergencies or travel disruptions (20%)
- Automatic room upgrades or personalized offers (20%)
These preferences point to a consistent theme. Travelers want tools that help them navigate unfamiliar places, stay informed, and reduce friction throughout their trip. AI is not seen as a replacement for staff but as an additional layer of support that can make the experience feel smoother and more aligned with individual needs.
How AI Can Improve the Hotel Experience
AI has the potential to address several common pain points in the hotel journey. Guests often want faster check in, clearer communication, and quick answers to simple questions. AI powered tools can help by delivering real-time updates, offering immediate support through messaging, and reducing wait times at key touchpoints.
Some hotel brands are already experimenting with these ideas in ways that give travelers a clearer sense of what AI assisted service can look like in practice. Hilton, for example, has expanded the use of AI supported guest messaging tools across many of its properties, allowing guests to ask questions, request items, or receive updates without waiting at the front desk. These systems help staff respond more quickly to routine needs while giving guests a smoother, more flexible way to communicate during their stay. Marriott has also explored AI driven concierge support, including virtual concierge tools that offer recommendations, highlight local experiences, and provide quick answers to common questions. These early efforts are not meant to replace traditional service but to fill in the moments where travelers benefit from timely guidance or faster responses. Together, they show how AI can complement hotel operations by reducing friction, supporting staff workflows, and helping guests feel more supported throughout their stay.
What This Means for the Hotel Industry Moving Forward
As hotels explore new applications for AI, the most successful solutions will be those that align with traveler needs and comfort levels. AI works best when it supports the guest relationship by making key moments easier, more personalized, or more efficient. Hotels that use AI to strengthen service, anticipate needs, and improve communication will be well positioned to stand out in a competitive market.
To learn more about how travelers view AI enabled hotel experiences and how your brand can develop offerings that resonate, subscribe to our newsletter.
