98% of Hotels Use AI, Yet Only 32% Have It Embedded Across Most Operations

AI Is Everywhere In Hotels. Few Have It Working Across Daily Operations.

New data from Wyndham Hotels & Resorts' Owner Trends Report shows the shift is real: 98% of hotel owners say they've started using AI. Yet only 32% have it embedded across most of their operations.

That gap isn't about belief. It's about execution. Owners want clear guidance on where AI drives profit, how it connects to existing systems, and how to roll it out without adding complexity.

Where AI Delivers Results Today

• Operational efficiency (64%) - Task automation, staff scheduling, and guest messaging.
• Energy efficiency (54%) - Smart controls and load management tied to occupancy.
• Revenue optimization (53%) - Pricing, upsells, and channel mix.

These wins come from AI inside core platforms: PMS, RMS, EMS, and workforce tools. Embedded beats standalone.

What Owners Want Next

• Construction planning (61%) - Permitting, zoning, feasibility, and risk.
• Deeper revenue work (30%) - More granular forecasting and dynamic offers.

AI is moving upstream-from daily ops to development decisions. Expect tighter ties between underwriting and operations data.

Why Adoption Stalls

• Data privacy and security (46%)
• Cost of tools (42%)
• Integration with legacy systems (40%)

Owners aren't looking for more apps. They want systems that talk to each other, protect guest data, and prove ROI.

A Practical Playbook For Operations Leaders

• Define outcomes - Pick 2-3 KPIs: labor hours saved/occupied room, kWh/available room, conversion rate, ADR uplift, upsell take rate.
• Prioritize the top two use cases - One cost (energy or labor), one revenue (pricing or upsell). Ship value in 90 days.
• Go platform-first - Favor PMS/RMS/EMS/WFM modules with AI built in. Reduce vendor sprawl.
• Wire the data - Standardize IDs across PMS, POS, RMS, CRM. Use APIs/webhooks. No exports, no scale.
• Human-in-the-loop - Default to approval queues for pricing, offers, and guest responses until trust is earned.
• Measure and iterate - Weekly reporting, monthly reviews, quarterly renew/expand decisions.

Governance That Keeps You Safe

• Security baseline - SSO, MFA, audit logs, least-privilege access, vendor SOC 2/ISO evidence.
• PII discipline - Map data flows, set retention, restrict free-text exports, and review prompts that may collect sensitive data.
• Model risk management - Define acceptable error rates and human overrides for revenue, pricing, and guest comms.

Helpful reference: NIST AI Risk Management Framework.

Energy: The Quickest Budget Win

Energy is a reliable, CFO-friendly case. Start with occupancy-linked HVAC controls and automated setpoints for vacant rooms. Track results weekly.

If you benchmark, you know where you stand. If you don't, start now: ENERGY STAR Portfolio Manager.

What "Good" Looks Like (90 Days)

• AI-driven guest messaging live at 1-2 properties with a response-time SLA and CSAT tracking.
• Dynamic upsells in place for late checkout, room upgrades, and parking; report uptake and revenue per occupied room.
• Occupancy-based HVAC schedules deployed on two floors; weekly kWh per room trend.
• Pricing assistant running in "recommend" mode; manager approves changes; compare to control property.

Metrics That Matter

• Labor - Minutes saved per reservation, tickets auto-resolved, response time reduction.
• Energy - kWh/available room, peak demand, cost per occupied room.
• Revenue - Conversion rate, ADR impact, RevPAR vs. comp set, upsell revenue per occupied room.
• Guest - CSAT/NPS, time-to-first-response, issue resolution time.

Brand Platforms Are Becoming the Default

Owners are leaning on brands for tech. 89% say a brand partnership helps with AI, and 34% call it essential. The role is clear: curate vendors, enable integrations, and provide a shared digital foundation.

Wyndham reports widespread adoption of its platforms across the guest journey-automated messaging, mobile check-in, dynamic upsells, voice assistance-and cites gains such as 200 basis points in direct voice conversion and a 400 basis-point bump in guest satisfaction at properties using advanced features.

Decision Automation: Keep Humans Close

Only 40% of owners are comfortable with fully automated operating decisions. 57% want a human in the loop. Set thresholds: auto-approve below risk limits, require review for exceptions, and log every decision.

Budget Signals For 2026

• 90% are optimistic about 2026; 95% over the next five years.
• Nearly 80% plan to expand portfolios within five years.
• 19% will prioritize tech investment alongside staffing, property improvements, and sales/marketing.

Translation: AI funding is available-if you can show payback and reduce operational drag.

Your Next 30-60-90

• 30 days - Pick two use cases, lock KPIs, audit data flows, confirm vendor integration paths.
• 60 days - Pilot at one property, set approval workflows, and publish a weekly KPI dashboard.
• 90 days - Prove savings or lift, write the SOP, expand to three more properties, and renegotiate vendor terms based on results.

Skill Up The Team

If your team needs a faster path to practical AI skills for operations, explore role-based options here: Complete AI Training - Courses by Job.

The Bottom Line

AI is already in your tech stack. The winners will make it boring: clear goals, clean data pipes, measured rollouts, and steady gains in cost, revenue, and guest satisfaction. Keep it simple, keep it secure, and keep score.