AI Revolutionizes Hotel Industry: Wyndham’s New Report Reveals How Hotel Owners Are Navigating the Shift to Artificial Intelligence in 2026

As the hotel industry rapidly evolves with the integration of artificial intelligence (AI), Wyndham Hotels & Resorts is at the forefront of guiding hotel owners through this technological shift. The company’s latest Owner Trends Report, released in early February 2026, reveals key insights into how hotel owners are adopting AI and highlights the challenges they face as they scale this transformative technology. With 98% of hotel owners now incorporating AI into their operations, the report shows the growing importance of AI in shaping the future of hospitality.
Wyndham’s AI-driven growth is part of a broader trend in the travel and hospitality sector, where artificial intelligence is becoming a must-have tool for improving operational efficiency, energy management, and revenue optimization. However, while hotel owners are enthusiastic about AI’s potential, the report indicates that they are seeking more guidance on how to effectively scale AI across their businesses. The path to successful AI integration requires a combination of strategic planning, investment in technology, and support from established hotel brands like Wyndham.
AI Adoption at Scale: What Hotel Owners Are Saying in 2026
The Wyndham Owner Trends Report paints a clear picture of the growing role that AI plays in the daily operations of hotel businesses. According to the report, 64% of hotel owners are using AI to enhance operational efficiency, while 54% have turned to AI for energy optimization. Additionally, 53% are leveraging AI for revenue optimization, with the aim of improving their overall financial performance.
Despite the enthusiasm for AI, the report also reveals that only 32% of hotel owners have fully embedded AI across their operations. A significant 73% of hotel owners expressed interest in expanding AI usage, but many felt overwhelmed or uncertain about where to start. The report underscores the need for clearer guidance on how to turn early adoption into long-term success, with many hotel owners seeking practical strategies to incorporate AI into their sales, marketing, and guest services.
Key AI Use Cases in the Hotel Industry
Wyndham’s report highlights the current use cases of AI in the hotel industry. Beyond operational efficiency, AI is being used in various areas to improve guest experiences and drive profits. For instance, AI-powered systems are helping hotels reduce energy consumption, optimize room pricing, and predict guest preferences to offer personalized services. These advancements in guest service technology are reshaping how hotels operate and interact with customers, offering them a more seamless and customized experience.
In addition to these current applications, revenue optimization remains a major opportunity for hotels, with AI helping owners forecast demand and adjust pricing in real-time to maximize earnings. Wyndham’s proprietary platform, Wyndham Connect, already serves more than 5,000 hotels, logging over 12 million guest interactions and enabling hotels to use AI tools to enhance their operations and guest experiences. The company’s Connect PLUS platform, in particular, has shown positive results, improving guest satisfaction and conversion rates significantly.
Wyndham’s Role in Helping Hotels Navigate AI Adoption
Wyndham is positioning itself as a trusted partner for hotel owners as they embrace AI in their operations. The company has made significant investments in technology over the past several years, including the development of Wyndham Connect and Connect PLUS, which are scalable platforms designed to help hotel owners leverage AI to improve guest experiences, increase revenue, and optimize operations.
One of the main advantages of partnering with a well-established hotel brand like Wyndham is the guidance and support it offers to its affiliates. The report reveals that 89% of hoteliers believe that working with a brand helps in the AI adoption process, while 34% consider brand partnership essential for vetting and integrating technology. Wyndham’s AI-powered platforms help hotel owners streamline operations and enhance profitability, while its loyalty program, Wyndham Rewards, supports guest retention, providing a strong foundation for long-term growth.
Barriers to AI Adoption: Data Privacy, Costs, and Integration Challenges
Despite the many advantages of AI, the report points out that there are several barriers preventing full-scale AI adoption in the hotel industry. Data privacy and security concerns (46%) are one of the top issues that hotel owners face, especially with the increasing reliance on customer data to personalize services. Additionally, costs of AI tools (42%) and challenges related to integrating AI with legacy systems (40%) are also significant hurdles for many hotels.
Another major concern for hotel owners is human oversight. The report reveals that 57% of hotel owners want AI decisions to be reviewed by humans before being implemented. This ensures that critical decisions, such as pricing and guest services, align with the brand’s values and maintain a human touch that is crucial to guest satisfaction.
The Future of AI in the Hotel Industry: Confidence and Growth Plans
Despite these barriers, the outlook for AI in the hotel industry remains positive. According to the report, 90% of hotel owners are optimistic about 2026, and 95% are confident about the next five years. This optimism is reflected in their growth plans, with 79% of hotel owners planning to expand their portfolios over the next five years. The growing adoption of AI will likely play a key role in these expansion efforts, allowing hotels to scale efficiently and enhance their guest offerings.
Wyndham has already invested over $375 million in technology since 2018 and continues to expand its AI capabilities, forging partnerships with Google and Amazon to improve AI-powered search visibility. As the industry continues to evolve, Wyndham’s focus on technology investments and operational support will position it as a leader in AI adoption and hotel industry innovation.
Conclusion: Navigating the AI Revolution in the Hotel Industry
The rise of artificial intelligence in the hotel industry is no longer a futuristic concept—it’s here, and it’s shaping the way hotels operate. Wyndham’s Owner Trends Report reveals that while hotel owners are embracing AI, they still need guidance on how to effectively scale these technologies to drive long-term growth and success. As the industry continues to adopt AI at scale, hotel brands like Wyndham are well-positioned to help owners navigate this complex transition, ensuring that the hospitality sector remains innovative, efficient, and guest-focused for years to come.
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