The hospitality industry is at an exciting turning point. Technology and AI are transforming the guest experience, enabling personalization and tailoring services around each guest’s unique needs and preferences. The latest Skift State of Hospitality Tech Report, featuring Sojern, highlights how these innovations are actively reshaping hotel operations and guest experiences. Technology is evolving rapidly, and hospitality leaders are not just observing these trends, they are putting them into action.
We’ve summarized key takeaways from the report to show how hotels are applying these digital innovations to make operations smarter and the guest experience more meaningful. Here’s a look at how hotel teams are using technology in practice.
AI in guest service has emerged as one of the most meaningful changes in the industry. Hotel teams can now turn first-party customer data into tailored experiences that go far beyond standard workflows. This shift is allowing hotels to anticipate guest needs and deliver thoughtful, individualized interactions throughout the stay. See how Sojern can support beyond the booking.
Hotels are no longer just selling rooms. They are crafting curated experiences. AI-powered personalization is reshaping how hoteliers communicate and support guests. Real-time data platforms help teams anticipate needs before guests mention them. Instead of waiting for requests, hotel teams can use unified data to understand preferences and deliver suggestions or services that feel intuitive. This move toward proactive service is accelerating and becoming a competitive advantage.
AI-powered revenue management has transformed how hotels think about pricing and inventory. These systems digest booking patterns, market data, and competitor rates to generate real-time pricing and demand forecasts. The technology isn’t replacing revenue managers. It is empowering them to move from reactive to proactive, adjusting rates faster and allocating inventory more strategically.
Hotels are going beyond traditional room sales. Intelligent systems help teams forecast demand, optimize pricing, and convert previously unused inventory into bookable stays. By combining digital merchandising and smart retailing, hotels can create packages and promotions that reach even non-staying guests, unlocking new ancillary revenue and extending their engagement beyond the booking itself.
The rise of copilots powered by generative AI is transforming hotel operations. These tools are changing how teams access information, automate tasks, and make decisions. They streamline workflows, improve communication, and enable faster problem-solving. One hospitality technology leader noted that these systems have made GenAI accessible to everyone, empowering employees to reimagine their roles without needing deep technical expertise. Check out Sojern’s AI Concierge that helps streamline operations, and boost revenue.
Noreen Henry, Sojern’s Chief Revenue Officer, emphasized what many hoteliers echoed in the report: technology is most effective when it strengthens human connection rather than replacing it.
At Sojern, we help you transform digital insights into practical strategies that keep guests at the heart of hospitality, while supporting your business goals.
A standout example is our AI Concierge, part of the Sojern Guest Experience Platform. This intelligent assistant manages over 500 common guest questions across SMS, WhatsApp, Facebook Messenger, and hotel website chat. By automating routine inquiries, hotels have seen front desk requests drop by up to 65%, while digital engagement can increase by as much as 600%. This not only takes pressure off busy staff but also ensures each visitor receives quick, helpful information right when they need it.
Personalized email campaigns are another area transformed by technology. Through Sojern’s Guest Marketing Suite and Commission email campaigns, hotels can leverage their property management systems to segment audiences and deliver targeted communications. AI tools help tailor these messages based on real traveler behavior, making offers and updates more relevant, building loyalty, and driving direct bookings.
The conversations in the Skift report make one thing clear: technology isn't replacing hospitality. Rather it is elevating it by giving hotel teams the tools to be more responsive, more precise, and more attuned to what guests actually want.
Ready to explore what these shifts could mean for your property? Reach out to our hotel marketing experts today.
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