5.4 Technology and Innovations
The lodging industry is not immune to the technology boom of the last few years. As AHLA’s technology arm, the Hospitality Technology Next Generation (HTNG) asserts, “Technology is the single most powerful force driving the future of hospitality” (AHLA, 2025, p. 3). Technology is used in all sectors of the lodging industry, ranging from online reservation management to robot service staff to AI-created marketing campaigns. Implementation and training costs often determine which technologies a property uses. Chasing the latest technological trends may not make sound business sense, but automating routine tasks and simplifying processes through software or AI adoption is a clear revenue generator in the long term. Three main technology adaptations exist in the lodging industry. These are variously focused on property management, enhancing guest experience, or aiding a property in meeting and maintaining their status as a sustainable or smart hotel.
5.4.1 Property Management Technology
A property can choose from myriad technologies to improve management. Online reservation tools have been paramount for some time, but recent technological advancements have enhanced these to include AI chatbots that can instantly answer questions guests have about the hotel or their reservation and to enable lodgings to send automated and personalized invoices and itinerary emails. Properties may also use specialized software to book and train staff. The most advanced platforms can predict the busiest times for the hotel and automatically schedule extra staff for housekeeping or food and beverage services, thus reducing the cost of staffing during slow times and ensuring the highest guest experience during peak times. AI is readily being integrated to assist with those tasks that can be easily automated. AI provides predictive forecasting for room prices and can aid in creative endeavors like creating graphics for marketing campaigns. Anyone wanting to enter the industry should have a working understanding of current technologies and at least a basic understanding of artificial intelligence programs.
5.4.2 Guest Enhancement Technology
Some of the most exciting and unique technological innovations have taken place in the guest services side of the industry, which has undergone transformation due to the integration of robotics and AI. Robots are currently being used for routine back-of-house jobs such as dishwashing and food preparation. These robots reduce labor costs and increase the consistency and quality of routine tasks. Robots are also being used for direct guest interactions. Some hotels have robot front desk staff or robot concierges. Current research shows that guests are not overly interested in interacting with robots at this level (Lin et al., 2020). However, robots have been successfully used for delivery purposes within the property. Robot butlers, for example, deliver food within a restaurant or to an individual’s room. Robots are also used to vacuum hallways or deliver requested room amenities like extra towels.
AI also enhances the guest experience. On-demand AI services can be installed in rooms. Alexa, for example, can be set up to answer guest questions about tourist activities, or AI can be pre-programmed to give specific information regarding events hosted in the hotel. AI can also be used to create custom experiences for guests, vocalizing robotic welcome messages when a room door is open or suggesting tourist activities catered to a guest’s personal preferences. The use of AI is ever-expanding and evolving. Properties need to be constantly vigilant about data breaches and copyright infringements when deploying AI strategies. In addition, not all guests feel comfortable with technology, so each property must understand their guest demographic well enough to know which technologies they will welcome or enjoy. Guest enhancement technologies should only be employed if they are cost-effective and add to the overall guest experience.
5.4.3 Sustainable and Smart Hotels
The American Hotel & Lodging Association (AHLA) operates a Hospitality Technology portfolio that provides suggestions and guidelines on how properties can use technology to enhance sustainability. In order to reach and maintain status as a green lodging, properties might devote significant resources toward reducing their impact on the planet in a multitude of ways. AI and other software programs can be used to automatically adjust the heating, cooling, and lighting in areas based on climate and usage. AI can be employed to study electrical usage and suggest ways to be more efficient over time. Digital check-in and keyless entry programs eliminate paper receipts and plastic key waste. AI can even assist with food waste reduction programs by monitoring food consumption and making suggestions for portion changes and improved ordering practices. Steps toward improving sustainability can also involve simple changes, such as using LED light bulbs. Marriott hotels switched to LED lights and decreased their annual electricity use by 66% at its headquarters, saving the franchise an estimated $104,000 (Current Lighting, 2016). Technology is evolving so rapidly that it regularly offers innovative new ways for hotels to manage their environmental footprint.
5.4.4 The Impact of the Internet of Things (IoT) on Lodging
The Internet of Things (IoT) refers to a network of interconnected devices that collect, exchange, and act on data together. In the hotel industry, IoT can be used to enhance guest experience, improve energy efficiency, and increase operational efficiencies. Smart room controls offer a common example of the use of IoT in hotels. Smart devices allow guests to control the lights, heating, cooling and, even, the window blinds from an app on their phone or TV. Hotels with keyless entry also use IoT and may employ additional safety measures like facial recognition or multi-factor authentication. Security can go one step further with IoT and employ an AI behavior analysis program that can scan large areas and predict when security concerns may arise. Property management systems can also benefit from the implementation of IoT. Appliances can run scheduled maintenance checks on their own and send updated reports before major malfunctions occur. These checks can perform functions similar to a car’s low tire light, which alerts drivers to add air with the express goal of preventing a flat tire or accident. Like appliance maintenance checks, leak detection sensors also prevent harm. These sensors are placed in areas where water leaks may occur, automatically notifying maintenance the moment a leak begins, greatly reducing the chance of serious damage. Overall, IoT technology is revolutionizing the hotel industry by enhancing guest convenience, improving security, and optimizing operational efficiency, all of which makes hotels smarter, safer, and more sustainable.
Attributions
- Figure 5.5: Royal Caribbean’s Quantum of the Seas Bionic Bar, by Anthony Quintano, is licensed under CC BY 2.0.
The largest hotel trade association in the United States, the AHLA was established in 1953 to represent all types of lodging and those organizations affiliated with them, including suppliers and management organizations. They provide the lodging industry with training, resources, and legislative advocacy.
Green lodging refers to properties that focus on sustainability or environmental consciousness. Some locations may use rating systems that let guests know how “green” or environmentally friendly the property is.
The Internet of Things (IoT) refers to the interconnectedness of online devices that share data or perform a task. For example, some lodgings might provide contactless check-in. In such cases, a guest can download an app that enables them to access and unlock a smart device door lock, bypassing the need for check-in staff.
