In today’s fast-evolving digital landscape, AI is revolutionizing the hospitality industry, unlocking new possibilities to enhance efficiency, personalization, and revenue optimization. To stay competitive, hoteliers must embrace the latest AI-driven innovations that streamline operations, improve guest experiences, and drive direct bookings. By proactively leveraging cutting-edge technology, hotels can ensure they remain agile, adaptable, and ahead of industry trends, maximizing their potential in an increasingly digital-first world.

That’s why we created the video series Own Your Hotel’s AI Shift—a deep dive into how hoteliers can harness AI to their advantage. Since launching in October 2024, the series has featured interviews with top hospitality experts, offering valuable insights on integrating AI technology into hotel commercial strategies and operations.

Now that the series has come to an end, this recap blog highlights the key takeaways and lessons learned throughout the journey.

One of the biggest challenges for hotels adopting AI is ensuring their teams have a consistent understanding of the technology. Michael J. Goldrich, Chief Experience Officer at THN and founder of Vivander Advisors, stresses that AI literacy is essential for success, noting, "Many hotels lack consistency in their approach to generative AI. Staff must first learn how to use these tools effectively." Without a solid grasp of AI, hotels risk implementing solutions that don’t align with their brand or operational goals. By prioritizing AI education, hoteliers can integrate AI strategically, enhancing operations and guest experiences.

AI is more than just a tool for efficiency—it’s a powerful driver of revenue growth in hospitality. Florencia Cueto, Director of Global Engagement and Sales Enablement at Shiji Group, highlights how AI enhances customer service through hyper-personalized interactions, automates repetitive tasks, and optimizes revenue management. "AI should be seen as an enabler for hotel teams," she explains. "By handling operational tasks, it allows staff to focus on what truly matters—building relationships with guests and delivering exceptional experiences." 

Moreover, a recurring theme throughout the series is selecting the right AI solution, as not all AI technologies deliver the same value. Ira Vouk, VP of Global Partnerships at the roomangel Foundation, emphasizes the importance of understanding AI’s impact before adoption. Rather than focusing solely on advanced features, hoteliers should prioritize solutions that align with their long-term strategy. As she explains, "Choosing the right AI solution means selecting vendors that genuinely drive value—not just those with the most advanced features." By asking the right questions, hoteliers can make informed decisions that strengthen their direct channels and overall business strategy.

AI agents are set to revolutionize guest interactions, making digital experiences more intuitive and responsive. Shane O'Flaherty, Global Director of Travel, Transportation, and Hospitality at Microsoft, predicts that within the next 12 to 24 months, these advanced systems will be deeply integrated into hotel websites and mobile apps, transforming how guests engage with brands online. “AI is evolving beyond simple chatbots—intelligent agents will anticipate guest needs, provide real-time recommendations, and create seamless booking experiences,” explains O'Flaherty. This shift offers hoteliers a powerful opportunity to enhance the guest journey with hyper-personalized interactions at scale.

With the right approach, AI becomes a powerful tool to enhance personalization, streamline operations, and strengthen brand loyalty. The series offers expert insights on making the most of guest data, selecting AI solutions that align with long-term goals, and staying ahead in an AI-driven, answer-based digital world.

Ready to see how AI can transform your hotel’s strategy and give you a competitive edge? Watch the Own Your Hotel’s AI Shift series for expert guidance on navigating AI in hospitality.

A Special Thank You to Our Experts

We would like to thank the incredible experts who participated in the Own Your Hotel’s AI Shift series. Your insights and expertise have not only shed light on the importance of integrating AI technology into hotel commercial strategy and operations but have also provided invaluable guidance to the hospitality community on leveraging AI-driven solutions, automation, and data analytics to drive success and boost performance.

Mercedes Blanco, Chief Partnerships Officer at The Hotels Network

Michael J. Goldrich,  Chief Experience Officer at THN and Founder of Vivander Advisors

Klaus Kohlmayr, Chief Evangelist & Development Officer at IDeaS Revenue Solutions

Florencia Cueto., Director of Global Engagement and Sales Enablement at Shiji Group

John Lingos-Webb, VP of Global Partnerships & Alliances at Duetto

Ira Vouk, MBA, VP of Global Partnerships at the roomangel Foundation

Jason G. Bryant, VP Nor1 at Oracle Hospitality

Juanjo Rodriguez, CEO at The Hotels Network

Andrew Rubinacci, Chief Advisory Officer at FLYR

Michael Frenkel, Consultant at Travel Conversations LLC & MFC PR

Shane O'Flaherty, Global Director, Travel, Transportation and Hospitality at Microsoft

David Millili, Host of The Modern Hotelier

Nazpari Aydin, Co-Founder of Destination AI

Rob Russell, CEO of Resort Income Optimization

Allan Nelson, For-Sight CEO and Co-founder

Elitza Stoilova, Co- Founder of UMNI AI

Amit Popat, Head of Machine Learning at Cloudbeds

Chris Bradshaw, Product Strategy Director at Infinum

Jan Popovic, Co-founder and CEO at Inhotel

Hanna Lak, Chief Strategic Partnerships and Innovation Officer at Hotelovate