Check-in to the Future: How AI is Transforming the Hotel Experience

Walk into a hotel lobby today and you might notice something different. The concierge still smiles, the aroma of fresh coffee still lingers, but behind the scenes, invisible technology is quietly reshaping every part of your stay. Artificial intelligence (AI) isn’t just knocking on the hotel door anymore; it’s checking in, unpacking its suitcase, and settling in to stay.

Why AI is Gaining Momentum in Hotels

The momentum behind AI in hospitality isn’t accidental, it’s been building for years, accelerated by a few seismic shifts.

First, there was the pandemic-induced digitisation rush. Contactless check-ins, mobile room keys, and virtual concierge services went from “nice extras” to “non-negotiable” in a matter of months. Then came guests’ rising expectations: they want a seamless, personalised service, and they want it instantly. Add to that the global staffing shortage still challenging hotels, and it’s no wonder AI has moved from experimental to essential.

Far from replacing people, AI is taking over the repetitive and time-consuming jobs, freeing hotel staff to do what they do best: create those warm, human moments that guests never forget.

Where AI is Making an Impact

Personalised Stays

Imagine you check in and your room is already set up with your preferences of a softer pillow, cooler lighting, and sparkling water over still. AI-driven guest profiles make it possible. Some hotels use AI-powered concierge chatbots to answer questions in seconds, book dinner reservations, and recommend local experiences that match your style, all without keeping you on hold. Loyalty programs are getting smarter too, tailoring rewards to your travel patterns and spending habits so every offer feels like it’s meant for you.

Streamlined Operations

For hotel managers, AI is becoming the ultimate multitasker. Dynamic pricing tools automatically adjust rates based on live demand, events, and competitor analysis. Predictive maintenance systems spot a fault in the air-conditioning before it disrupts a guest’s stay. Even housekeeping schedules can be optimised by AI, so rooms are cleaned in the most efficient order, freeing up teams for deeper service touches.

Smarter Marketing and Bookings

Behind the scenes, AI-enhanced CRM systems are turning guest data into highly targeted campaigns. Instead of blanket discounts, guests might receive personalised retargeting ads featuring the exact suite they browsed last month, paired with a spa offer they’ve historically loved (with a glass of prosecco guaranteed). On-property, AI is making upselling feel less like sales and more like service, suggesting a late check-out or a wine tasting because it fits the guest’s unique profile.

Hotels Putting AI to Work

The big players are already in. Marriott International uses AI-powered chatbots to handle millions of guest queries each year, while its machine learning revenue management platform fine-tunes rates across thousands of properties. Hilton’s “Connie”, the world’s first AI-powered robot concierge, greets guests, answers questions, and serves up local tips. Accor Hotels is using AI to customise in-stay offers via loyalty program insights. 

But it’s not just the giants. Boutique operators are finding creative ways to make AI work for them. The Zetter Group in London uses AI-driven CRM tools to craft deeply personalised communications for guests, proving that innovative tech isn’t only for the mega-chains. And forward-thinking lifestyle brands like YOTEL have leaned into AI for self-service check-ins, robotic luggage handling, and maintenance that predicts and prevents disruptions. Closer to home, QT Hotels & Resorts and Rydges are exploring AI to refine revenue management and personalise loyalty-driven experiences. New-wave entrants like The Eve Sydney and Standard X Melbourne are embedding AI into guest journeys from launch, while design-led players such as Ace Hotel Sydney and Mondrian Gold Coast experiment with predictive, personalised experiences. Even the Crystalbrook Collection is aligning AI with its sustainability ethos, showing that innovation is not limited to scale but to vision.

The Challenges on the Journey

Of course, AI adoption isn’t plug-and-play. Hotels face big questions about data privacy, ensuring guest information is secure and compliant with regulations, not to mention potential cybersecurity risks. Integrating AI into existing tech stacks can be tricky, especially for older properties. And then there’s the human factor: staff need training and reassurance to understand AI isn’t here to replace them, but to make their roles richer and more guest focused.

Closing the Talent Gap with Technology

Australia’s tourism workforce suffered a dramatic hit during the pandemic, losing nearly 400,000 jobs by mid-2020. While most of these roles have since returned, the sector remained 12% below pre-COVID levels as of late 2022, according to Tourism Research Australia.  

In the September 2023 quarter, total tourism employment reached 659,900: a 14.9% year-on-year increase, yet still around 90,500 jobs short of the December 2019 pre-pandemic peak, as reported by the Australian Bureau of Statistics. By March 2025, filled tourism jobs had risen to 706,400, marking continued progress though recovery remains incomplete (Tourism Research Australia). 

The challenge, however, extends beyond sheer numbers to critical vacancies. Tourism Research Australia recorded approximately 6,300 waitstaff and nearly 4,000 chef positions currently unfilled. Retention compounds the problem, Jobs and Skills Australia identified hospitality as one of the fastest-growing sectors to 2034, yet promotions and apprenticeship uptake still lag, a trend also highlighted by Hospitality Magazine.  

Australia will require an additional 21,400 hospitality workers by May 2028 to fill the skills gap, according to Jobs and Skills Australia (JSA). 

Instead of replacing people, artificial intelligence (AI) offers a way to bridge the staffing gap through efficiency and smarter workforce management. AI-powered chatbots and scheduling tools can manage routine customer interactions, freeing staff for high-impact, guest-focused roles.  

Predictive staffing systems, dynamic task allocation, and automated rostering help reduce pressure on teams and fill vacancies faster. The real benefit lies in AI enabling staff to concentrate on what matters most: delivering genuine hospitality: creative, empathetic, and memorable service, rather than being bogged down by administrative tasks. 

In tourism and hospitality, staffing shortages are no small hurdle. While fears persist that AI could replace jobs, the reality is more optimistic. By automating repetitive, low-value tasks, AI frees up staff to focus on delivering exceptional service, the kind of work that builds loyalty and keeps guests coming back. 

The hotels that thrive in this new era will be the ones that don’t see AI as a substitute for people, but as a partner in creating unforgettable guest experiences. Because at the end of the day, the magic of hospitality isn’t in the technology, it’s in how it helps people connect. 

Looking Ahead: The AI Hotel of Tomorrow

The next wave is already taking shape. Generative AI will soon help create personalised travel itineraries and marketing content in seconds. With AI and IoT working together, hotel rooms will adjust lighting, temperature, and entertainment automatically to each guest’s preferences. And in an age where sustainability is no longer optional, AI will play a key role in tracking and reducing environmental impact, from optimising energy use to minimising food waste. 

In short, AI is set to make hotels smarter, greener, and more human-centric than ever!