Luxury travelers have long expected the best—flawless service, impeccable surroundings, and seamless experiences. But in 2025, excellence is no longer just about aesthetics and service; it’s about efficiency, personalization, and frictionless convenience. Today’s high-end guests demand the same technological sophistication from hotels that they experience in their daily lives, from mobile-first service to AI-driven personalization.

The 2025 State of Hotel Guest Tech Report, based on a global survey of 402 recent hotel guests, provides a clear picture of these shifting expectations. The findings, with a +/- 4.9% margin of error at the 95% confidence level, highlight an undeniable trend: luxury hospitality must be as high-tech as it is high-touch.

No Time to Wait: 43% of Luxury Guests Expect to Skip the Line

Time is the ultimate luxury, and standing in line—whether for check-in, concierge services, or check-out—feels increasingly outdated to high-end travelers. Nearly half of luxury guests expect to avoid waiting altogether. Hotels that still require guests to queue at a front desk are falling behind.

Many leading properties have already adopted mobile check-in and digital room keys, allowing guests to go straight to their suites upon arrival. AI-powered concierge services can handle requests instantly, while biometric authentication and facial recognition technology are beginning to make check-in even faster. The goal is simple: eliminate friction using hospitality software, so guests can start enjoying their stay the moment they arrive.

AI-Powered Personalization: 58% Believe AI Can Improve Their Stay

Luxury hospitality has always been about personalization. The difference today is that technology—particularly AI—is making it scalable. More than half of travelers believe AI can improve their experience, and the most innovative hotels are using it to anticipate guest needs with remarkable precision.

AI hospitality recommendation engines suggest personalized dining, spa, and activity options based on past behavior. Smart room systems adjust lighting, temperature, and entertainment settings to match guest preferences. AI-powered customer service tools ensure responses are tailored to each guest, creating an experience that feels effortless and bespoke. In a world where luxury is defined by attention to detail, AI is becoming an essential tool for hoteliers who want to offer hyper-personalized service at scale.

Geolocated Offers: Luxury Travelers Welcome Smart Marketing

Unlike mass-market travelers who may find location-based marketing intrusive, luxury guests are far more receptive—when it’s done right. Discerning travelers expect exclusivity, and well-timed, relevant offers delivered through geofencing and AI-driven notifications can add real value to their stay.

Luxury hotels are using location intelligence to send personalized spa discounts when a guest is near the wellness center or offer VIP dining experiences when they’re browsing the property. Done thoughtfully, these offers don’t just drive incremental revenue—they enhance the guest experience by making every recommendation feel tailor-made.

Beyond the Phone: Room Service Orders Are Going Digital

Calling to order room service is becoming a thing of the past. Nearly half of hotel guests now use technology beyond the phone to make in-room dining requests, and luxury hotels are leading the charge in modernizing this experience.

In-room tablets, smart TVs, and even voice assistants like Alexa for Hospitality are transforming how guests interact with room service. These systems not only streamline ordering but also enable guests to customize meals, check preparation times, and receive personalized recommendations. AI-powered chatbots within hotel apps further enhance convenience, allowing guests to request amenities or modifications without needing to pick up the phone. The result? A more intuitive and satisfying in-room dining experience.

Chatbots Are Becoming Essential: 70% Find Them Helpful

The days of waiting on hold for basic inquiries are over. Seventy percent of guests find chatbots helpful for simple tasks, making AI-powered virtual assistants an essential part of modern luxury hospitality.

Luxury hotels are integrating chatbots into WhatsApp, SMS, and branded apps, providing instant responses to common questions about check-in times, Wi-Fi access, or restaurant reservations. The key is knowing when to use automation and when to escalate to human staff. While chatbots excel at handling straightforward requests, they should seamlessly hand off complex issues to a live agent to maintain a high-touch experience.

Smartphone Checkouts Are the New Standard

Lining up at the front desk to settle a bill feels archaic. Almost half of guests now prefer to check out using their smartphone, and luxury hotels that still rely on traditional checkout processes are at risk of frustrating their clientele.

Mobile checkouts allow guests to review charges, settle payments, and receive a digital folio without any human interaction. Automated billing ensures transparency, while AI-powered notifications can remind guests of available late checkout options or unused loyalty rewards. For hoteliers, this technology reduces congestion at the front desk and frees up staff to focus on personalized farewells, turning the final touchpoint of a stay into a positive, seamless experience.

The Future of Luxury Hospitality Is High-Tech and High-Touch

The 2025 State of Hotel Guest Tech Report makes one thing clear: luxury hospitality is no longer just about opulence—it’s about efficiency, personalization, and frictionless service. Guests want intuitive, technology-driven experiences that enhance their stay without compromising the warmth and human connection that define true luxury.  While technology like a Hotel PMS may not be visible to luxury guests, it’s the enabler of luxury experiences behind the scenes. 

Hotels that embrace AI-driven personalization, mobile-first service, and seamless automation will not only meet guest expectations but set new industry standards. The future belongs to properties that recognize technology not as a gimmick but as a fundamental pillar of modern luxury.

About Hotel Tech Report

HotelTechReport is the premier global research platform for hotel technology, serving over 2.5 million industry professionals annually. The platform connects hoteliers with the best technology solutions to improve guest satisfaction and operational efficiency. The HotelTechAwards are the pinnacle of recognition in the industry, celebrating the top hotel tech products that are transforming the hospitality landscape.