The best hospitality experiences don’t just happen – they’re designed. And increasingly, artificial intelligence (AI) is playing a central role in shaping the way hotels anticipate and meet guest expectations.

From micro-interactions that remove travel stress to AI-driven personalization that makes every stay feel uniquely tailored, technology is making hospitality smoother, smarter and more exceptional.

Small innovations, big impact

Some of the most powerful uses of technology in travel are the ones you barely notice. Airport apps that notify you of security wait times or airline platforms that personalize your journey based on past travel habits. These micro-interactions don’t just make life easier – they remove friction, one step at a time.

When it comes to hotels, the same principle applies. Imagine walking into your hotel room and having everything – lighting, temperature, entertainment – adjusted to your exact preferences without lifting a finger. That’s the kind of innovation that makes guests feel understood, without the hassle of manual setup. AI takes this even further.

The future of AI in hotels

The first time a guest experiences intuitive hotel technology, it’s an eye-opening moment. Smart room controls have already transformed how guests interact with their environment, but the real game-changer is what comes next: AI-driven automation that learns and adapts over time.

Rather than simply giving guests control via an app, AI will soon be able to predict preferences based on past behavior, time of day and even trip purpose. That means a guest arriving late after a long-haul flight won’t have to adjust their room settings – the system will already know they prefer dimmed lights, a specific room temperature, and a quiet ambiance. These subtle enhancements are what turn good hospitality into exceptional hospitality.

Rethinking human interaction in hospitality

The conversation around digital transformation in hotels often comes down to balancing technology with human interaction. Traditionalists argue that hospitality is, at its core, a people-first industry, while tech enthusiasts advocate for seamless, self-service experiences. The ideal solution? Give guests the choice.

Not every traveler wants to pick up the phone to request room service or ask for a late checkout. For some, these interactions can feel awkward or inconvenient. Digital options, such as in-app requests or AI-powered messaging, offer a frictionless alternative. The key is providing flexibility – letting guests choose whether they want a high-touch, personalized experience or a streamlined, tech-enabled stay.

It’s also important to highlight that these two experiences aren’t true opposites. The best hotel tech and AI eliminatesbad friction – moments that add no value to guest experiences. Think admin and queueing. This means staff will have more time to engage with guests in way that’s personal and meaningful, their roles transformed from gatekeepers to curators. Read more about bad friction vs good friction.

Invisible hospitality: the next frontier

Luxury hospitality isn’t about grand gestures. It’s about thoughtful, invisible service. AI allows hotels to craft these behind-the-scenes experiences by anticipating needs before guests even realize them.

Rather than requiring guests to manually set preferences, future AI-driven hotel systems will do it for them, creating a sense of effortless comfort. And when human interaction does occur, it will be more meaningful, enhanced by data-driven insights that enable staff to provide truly personalized service.

AI at Mews: elevating hotel operations

Mews has been experimenting with AI for years, refining how it can add value for both guests and hoteliers. Smart Tips, for example, are AI-generated insights that surface useful guest information directly within the PMS. By analyzing historical data and guest interactions, these insights empower staff to deliver personalized moments that make a difference.

Beyond guest experience, AI is also helping hoteliers optimize business performance. By analyzing trends and usage patterns, Mews can suggest operational improvements, such as recommending the best time to promote certain upsells or adjusting pricing strategies based on demand forecasts.

Understanding different AI models in hospitality

Not all AI models function in the same way. Understanding the distinction between different AI technologies is key to unlocking their full potential for hotel operations.

Take Atomize, for example. This revenue management solution (now a Mews company) leverages a highly sophisticated mathematical model that ingests various data sources and performs complex calculations. Unlike large language models (LLMs) and generative AI, which process vast amounts of data to generate conversations or execute commands, Atomize is highly specialized. It continuously learns from different data points and refines its outputs, making it an ever-evolving system.

Atomize can also operate in autopilot mode, allowing the system to manage rates dynamically without any manual intervention needed. While building trust in AI takes time, the results speak for themselves: hotels that embrace this level of automation consistently see revenue growth. Moreover, AI-driven revenue management is evolving beyond just setting prices; it now explainswhy specific rates are being recommended, helping to foster confidence and deeper understanding among hotel revenue teams.

Transforming revenue management practices

The hospitality industry has long relied on traditional metrics like RevPAR, but AI is shifting the conversation. Today, more powerful data points can help hotels strategize with greater precision. Despite this, the majority of hotels still do not utilize a revenue management system (RMS), leaving significant revenue opportunities untapped. Learn more about the new era of hospitality metrics.

Mews works to bridge this gap by providing intelligent insights that visually showcase revenue performance. The goal is to demonstrate the financial impact of AI-driven decision-making, helping hotels see where they stand compared to their competitive set. By integrating AI into revenue management, hoteliers can move beyond manual data analysis and instead focus on forward-thinking strategies that drive sustainable business growth.

Intelligent insights for business optimization

Revenue management has evolved beyond static reporting. AI now enables hotels to receive proactive recommendations that help optimize their business performance in real-time. Instead of sifting through spreadsheets to analyze past performance, AI empowers hoteliers to focus on the future, identifying new revenue opportunities and adjusting strategies accordingly.

Mews is integrating an intelligence layer throughout its platform, ensuring that smart recommendations appear at the right moment and in the right context. This evolution allows revenue managers to transition from data crunching to strategic decision-making, making their roles more dynamic and impactful.

Rather than replacing professionals, AI enhances their work by eliminating tedious manual processes, enabling them to focus on high-value initiatives. This frees revenue managers to engage in more strategic, creative and guest-centric activities.

Embracing technology beyond AI

While AI plays a crucial role in hospitality innovation, technology adoption as a whole remains a challenge. Many hotels still operate with outdated systems and manual processes, leading to inefficiencies that could be easily resolved with automation.

For example, online check-in remains underutilized, despite its ability to eliminate long queues at the front desk. Many properties that offer digital check-in still require guests to queue for manual verification, undermining the benefits of the technology. Hotels that fully embrace automation, including kiosks and mobile check-ins, can significantly enhance guest experiences while improving operational efficiency.

Addressing data security concerns

As AI adoption accelerates, so do concerns about data privacy and security. At Mews, data protection is a top priority. Its AI infrastructure, built on Databricks, is entirely contained within the Mews ecosystem, ensuring that sensitive information remains secure. We do not share hotel or guest data with third parties, and access to personal data is strictly controlled.

Moreover, AI models are designed to use only necessary data to generate recommendations, ensuring that guest information is handled responsibly. By implementing end-to-end encryption, we ensure that all data within Mews remains secure, whether it’s being processed internally or used for AI-driven insights.

The future of AI in hospitality

AI is not about replacing people. It’s about empowering them. By embracing AI-driven insights, automation and revenue management, hotels can unlock new levels of efficiency, profitability and guest satisfaction. As the industry continues to evolve, those who leverage AI as a strategic tool will be best positioned to thrive.

If you’d like to know more about AI in hospitality, check out episode 18 of Matt Talks, The Power of AI in Hospitality. It features an in-depth and insightful conversation between Mews CEO, Matt Welle, and Product and Engineering Leader, Conor Winders.

Watch the episode

About Mews

Mews is the leading platform for the new era of hospitality, designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report, and won the Tech Hero 2024 Award at CIODAY. Mews has previously raised $335 million from investors including Growth Equity at Goldman Sachs Alternatives, Kinnevik and Notion to transform hospitality.

www.mews.com