Leveraging Agentic within the hotel PMS powers a fully orchestrated hospitality model, where staff, systems, and guest signals stay aligned in real time without added complexity

By Lisa Jane Wheaton

The business community has welcomed artificial intelligence as a key means of adapting to today’s changing workforce and recommending actions based on data analytics; however, according to experts, the hotel industry has yet to leverage it fully. A recent study by McKinsey found that as many as 78 percent of respondents say their organizations use AI in at least one business function, a 6-percentage-point increase from 2024. With so many core processes now informed by AI, hoteliers must bring these capabilities into the heart of their operations: the property-management system.

Today’s AI technology is reactive; it must wait for input from users before making decisions based on new information the system receives. While it is valuable for chatbots, training tools, and customer service, many believe it’s still too early for machines to take the wheel and start making decisions. Think again.

AI is already helping hotels reduce manual work through automations like scheduled reports, pre-programmed workflows, and dynamic pricing recommendations. But these tools still rely on human instruction at every step. These restrictions, however, may be coming to an end with the debut of Agentic AI — identified as the No. 1 trend in Gartner’s Top 10 Strategic Technology Trends for 2025. Leveraging AI “agents” as intuitive collaborators will enable hotel operators to learn new information, adjust their approach to problem solving, and take immediate action.

More Information, Less Hassle

The Harvard Business Review has referred to Agentic AI as a “digital teammate” capable of expanding a business’ efficiency as well as creating more resilient collaboration over time. The publication highlighted advancements in human resources that help connect job seekers with their ideal role, as well as website design to optimize the customer journey at all times. This flexibility demonstrates how this next wave of AI technology will provide hospitality leaders with additional ways to connect with travelers while preserving the human element.

As Agentic AI makes its way into hotel PMSs, operators will have the opportunity to extend these same capabilities to every corner of their commercial operation. For example, an active Agentic AI scheduling tool can eliminate the guesswork of staffing your property with the agent quickly adapting to changes in worker availability and updating calendars in real-time. Adopting this strategy can help operators provide dynamic schedules that benefit all team members, without adding additional complexity to your property workflow.

One-Click Confirmation

Leveraging Agentic AI within the hotel PMS powers a fully orchestrated hospitality model, where staff, systems, and guest signals stay aligned in real time without added complexity. Click here to see how a hotel PMS + Agentic AI can return a fully personalized, pre-filled cart — ready for one-click confirmation — as soon as the PMS starts listening to the guest’s intent throughout the booking journey.

AI is helping hoteliers adapt to a changing marketplace in ways that would never have been possible, and it is helping guests create new memories associated with your properties. As Agentic AI becomes more widely available for businesses and users, hoteliers should align themselves with technology partners who are willing to take this innovation and its challenges — seriously.

This means ensuring your approach to security and data aligns with that of your partners, as well as the level of accountability they include in the decision-making process, to ensure operators never fully cede control to automation. Hoteliers must also take security and accountability seriously when considering Agentic AI, including building controls into the PMS to reduce or expand its capabilities on the fly. This will be crucial to avoid potential situations, such as when AI hallucinates the ability to offer a discount or presents a rate that isn’t available.

While Agentic AI is still in its early stages within the hospitality sector, its rapid development signals where PMS capabilities are headed. Leveraging Agentic AI in the hotel PMS will allow operators to offer the “agile” hospitality experience guests, workers, and owners have been looking for. By cementing the hotel PMS as your command center, supported by AI teammates and intelligent automation, hoteliers will pioneer the next level of guest satisfaction for years.

By investing in immersive technologies, hoteliers can make the guest journey more intuitive, engaging, and informative — before, during, and even after their stays

By Ted Jabara

In today’s hospitality landscape, technology isn’t just a support function — it’s a strategic asset that’s transforming how hotel operators connect with guests and operate more efficiently. As an owner/ operator of 45 hotels across the U.S., we are witnessing an exciting evolution in hotel technology, and at the center of it all is artificial intelligence (AI).

The biggest trend dominating hotel technology today is AI’s ability to personalize guest experiences in ways that were unimaginable just a few years ago. Envision walking into a hotel room where the lighting, temperature, and entertainment options adjust automatically to your preferences — before you even ask. That’s not science fiction; it’s happening now.

Predictive , are beginning to anticipate guest needs before they’re even voiced. Whether it’s suggesting nearby dining options, recommending personalized activities, or curating a custom in-room experience, AI is helping us deliver hyper-personalized service that fosters loyalty and satisfaction. When implemented correctly, this technology goes beyond convenience — it creates memorable, seamless stays that feel tailor-made for each guest.

Real-World AI

While the buzz around AI continues to grow, we are moving beyond speculation and into action. We’ve integrated AI into several key business functions including revenue management, forecasting, and accounting. These systems enable us to analyze vast sets of data to uncover patterns, anticipate market changes, and make smarter, faster decisions.

The benefits are twofold: on one hand, we’re optimizing pricing strategies and improving our financial forecasting; on the other, we’re freeing up our teams to spend less time on routine tasks and more time on delivering the personal touches that define our brand.

Technology is never static, and we’re constantly evaluating new platforms that can elevate both guest and associate experiences. All our properties currently utilize the Beekeeper app for real-time communication between staff and management. It’s a vital tool for keeping our teams informed, connected, and aligned — especially in an industry in which seamless service hinges on tight coordination.

Looking ahead, we’re also actively researching platforms like CoPilot, exploring how generative AI can be used to enhance associate training and provide in-the-moment guest support. These types of tools hold incredible potential to offer instant knowledge and assistance, helping staff deliver more confident and personalized service.

On the Horizon: Augmented and Virtual Reality

One of the most exciting areas we’re exploring is augmented and virtual reality (AR/VR). This emerging tech has the power to reshape the booking and on-property experience. Imagine potential guests taking an immersive 3D tour of a suite or wedding venue before clicking “book.” Or, during their stay, accessing interactive guides or AR-enabled concierge services right from their mobile devices.

By investing in immersive technologies, we aim to make the guest journey more intuitive, engaging, and informative—before, during, and even after their stay.

As we embrace these transformative technologies, cybersecurity remains a top priority. The more advanced our systems become, the more vigilant we must be in protecting them. AI is helping us here as well—through real-time threat detection, proactive risk mitigation, and advanced encryption methods.

Implementing multi-factor authentication, continuous system monitoring, and other layered defenses ensures that while we innovate, we never compromise on safety or guest privacy. In today’s digital-first environment, security is just as critical to guest trust as cleanliness or service.

Looking Ahead

At Meyer Jabara Hotels, we believe technology should never replace hospitality — it should amplify it. Whether we’re streamlining back-end operations or creating unforgettable guest interactions, the goal remains the same: to enhance the human experience.

As we look to the future, we’re excited about the possibilities that AI, AR/VR, and other innovations bring. By staying curious, strategic, and always guest-focused, we’ll continue to lead the way in creating extraordinary stays—powered by technology, delivered with heart.

Five best practices to capture summertime bookings, revenues, and guest loyalty

 By Bailie Sonnentag

As summer travel trends shift, one truth remains: the more personalized and immersive the experience, the more likely guests are to return. In today’s uncertain marketplace, travelers are booking later and staying for shorter periods, often Thursday through Sunday rather than a full week. With rising costs and global events weighing on decision-making, guests are opting for quick getaways — and looking for meaningful experiences to make the most of them.

Despite the uncertainty, outdoor adventure remains a strong draw. According to the , the U.S. outdoor recreational economy is worth $887 billion annually and according to , outdoor adventure tourism is projected to grow by 15.3% annually through 2033.

To stay competitive, hotels must go beyond standard offerings. Guests want to feel immersed in the local culture and environment — something they cannot replicate at home. At in Arkansas, for instance, we’ve seen how curated, hyper-local experiences drive deeper guest satisfaction.

Experiences Are the New Amenity

Today’s travelers prioritize destination over décor. Functional, efficient guest rooms are appreciated, but it is the experiences beyond the room that guests remember. Partnering with local event managers, tour companies, and artists helps uncover the “hidden gems” that make your market memorable.

Start with your team. Ask employees what they love about the area. Their insider knowledge can uncover the best trails, museum exhibits, bike routes, or lesser-known eateries — things guests might miss on Google.

Personalization matters. Avoid generic recommendations. Take the time to understand what each guest is looking for. A QR code linked to an e-Concierge platform can share staff-curated favorites, updated in real-time to reflect seasonal events and local discoveries.

Partner for Personalization

Creating truly customized adventures is easier when you have the right partner. At our Arkansas properties, we work with to provide on-demand outdoor experiences — from e-bike rentals to kayaking tours and corporate scavenger hunts. These kinds of partnerships are key to delivering flexible, high-quality adventures that align with your guest demographic.

Eco-consciousness is another growing priority. Guests are seeking sustainable, walkable destinations beyond crowded hotspots. They will choose a pricier stay if it offers a stronger connection to the community and natural surroundings.

Five Best Practices to Elevate Your Outdoor Experience Strategy

1. Get Involved “Locally”

Everyone on your team should engage with the community. Sales leaders can become ambassadors for local CVBs. GMs can join promotional boards. Offer your lobby space to community partners for pop-ups or meetings. Promote nearby parks, restaurants, and events on social media.

2. Curate, Do not Just Sell

Help guests plan their day. Be a connector, not just a host. A stay at your hotel should open the door to local experiences — not just serve as a place to sleep.

3. Think Creatively About Partnerships

Even if your property is not in a traditional resort area, there’s value nearby — whether it is a public art installation, a farmer’s market, or a mom-and-pop coffee shop. Build relationships with these businesses to enrich the guest experience.

4. Start Small and Add Value

Begin with a simple amenity, such as a hiking map and a locally made snack included in a room package. Instead of relying solely on discounts, find ways to enrich your existing offerings.

5. Be Ready for Unique Needs
   Flexibility is key. Big events like cycling races may require creative bike storage or early check-ins. Anticipate these needs and plan accordingly.  For example, our Motto by Hilton extended bike valet service, an extension of our bike storage and service offerings. 

Looking Ahead

We expect demand for hyper-local, eco-conscious travel to keep rising. Properties can get ahead by investing in sustainability — like offering sparkling and still water refill stations or contributing to carbon offset initiatives for outdoor experiences.

Personalization, authenticity, and sustainability are the new standards. Hotels that lean into these values will lead the way. Those that do not will be left behind.

Written by Louis Napoletani, Founder & CEO of Mottli

The number of people traveling globally is expected to reach an all-time high in 2025, as worldwide leisure and business travel is expected to keep increasing despite the economic uncertainty. Overall, it is estimated that 5.2 billion people will fly internationally by the end of this year, which would mean a 6.7% increase from 2024, according to data from the International Air Transport Association (IATA).

Not only is the number of travelers increasing, but their behavior is changing. Travelers see a proliferation of options thanks to new technologies actively explored by young consumers. The American Express 2025 Global Travel Trends Report shows that 60% of global respondents plan to book a trip around entertainment or sporting events in 2025, reinforcing that traveling for experiences continues to be a driving force. Perhaps more interestingly, 70% of Millennials and Gen Z surveyed like to plan trips that focus on enjoying the journey as much as the destination.

It is precisely in this context that artificial intelligence (AI) is expected to massively redefine the tourism, travel, entertainment, and leisure industries, radically transforming how people make decisions and plan their experiences within the next couple of years. The dusty travel brochure and the endless internet searches are about to become relics of the past, yielding to a convenient, omnipresent, predictive AI-based virtual assistant format.

This foreseeable transition means a dramatic change in the traditional consumer logic that was based on mass advertising, recommendations from friends, or intuition. AI will analyze massive amounts of data, from historical travel preferences to real-time reviews and social media behavior patterns, to offer hyper-personalized and predictive recommendations. Imagine a virtual travel agent that not only knows your dream destination but also anticipates your culinary tastes, accommodation preferences, and even your mood on any given day.

The biggest beneficiaries of this revolution will undoubtedly be consumers. They will gain access to experiences more tailored to their individual needs and desires, optimizing their time and budget. Although grim predictions about AI surface continually, the technology will effectively democratize access to information, allowing the discovery of hidden gems and personalized offers that were previously inaccessible. From booking a flight at the best price to suggesting a show that perfectly matches each person or group’s interests, AI will act as an expert curator of experiences. Recent data illustrates that this trend is already taking place. A recent report by the Business Research Company states that artificial intelligence (AI) in the travel market size will grow from USD 123.72 billion to USD 165.93 billion in 2025.

Furthermore, it is important to take into account that AI will not be limited to the planning phase. During the trip or leisure experience, Agentic AI will act as an intelligent companion, offering dynamic recommendations based on weather or crowd levels, and even resolving unexpected problems. From a virtual assistant in a museum that answers complex questions to an application that suggests the best route to avoid crowds in a theme park, AI will soon complement every stage of our experiences.

As is the case in most industries, artificial intelligence is not just a passing trend in the realm of travel, entertainment, and leisure; it is a fundamental shift that will profoundly alter how we enjoy our free time and spend our money. Those who understand and embrace this new model will be better positioned to thrive in a future where personalization, efficiency, and prediction will be the cornerstones of the consumer experience. The revolution is already underway!