How hoteliers are using AI to make more money

The North American and Caribbean hotel landscape is undergoing an unprecedented technological transformation, driven by the widespread adoption of artificial intelligence to ensure profitability in the face of economic uncertainties.

According to a large-scale survey conducted by Wakefield Research for Wyndham Hotels & Resorts among 325 senior decision-makers, more than half of owners and developers (53%) are already using AI as a strategic lever for revenue optimization, relying on dynamic pricing and ultra-precise cost estimation.

This trend is far from slowing down, as 30% of establishments plan to follow suit this year, confirming that AI is no longer an option but an operational standard.

While almost all respondents are already integrating AI in one form or another, operational efficiency is the leading use case (63%), with concrete applications in staff management, automated billing, and predictive maintenance, thus preventing costly breakdowns before they occur.

Sustainability is also becoming a key selling point, with 54% of companies using AI to intelligently adjust the lighting and air conditioning in unoccupied rooms to reduce their energy footprint.

Paradoxically, AI remains less prominent in direct interaction with travelers: only 11% use it for customer experience via digital concierges, and barely 9% for personalizing marketing offers, highlighting that human interaction remains, for now, the preferred face of hospitality.

This outwardly cautious approach to technology has in no way shaken the confidence of industry leaders: 90% are optimistic about the sector’s prospects in 2026, despite almost unanimous vigilance (97%) regarding global economic volatility.

By placing AI at the heart of back-office functions, the modern hotel industry hopes to create a performance shield capable of absorbing financial shocks while paving the way for a more personalized experience in the future.