Finance, Op Planning & Forecasting

Pets are an important part of our lives. They deserve to be treated to the same five-star experiences as we are. And there’s an emerging trend within luxury hospitality that proves it’s not only our animal friends who’ll benefit – hotels can too.

What will the guest journey look like in 2026 and beyond? As hospitality arrives at yet another critical moment, the 2026 Hospitality Industry Outlook authored by Mews explores how the rise of AI – both generative and agentic – is transforming how hotels operate, interact with guests and drive revenue.

We all want smarter systems. Better forecasts. Faster decisions.

Stop just discussing digital transformation. Start delivering it.

Artificial Intelligence (AI) is rapidly moving from buzzword to business reality. It is reshaping industries from finance to healthcare. In hospitality, though, many hotel operators remain cautious, and with good reason.

One fascinating hospitality trend that often goes underappreciated is how regions that are experiencing high growth in travel numbers are accompanied not only by new hotel developments but also poignant industry innovations that are emulated elsewhere in the globe. And oftentimes, this innovation is led by intrepid family owners and operators who are guided by their passion rather than simply the numbers on an income statement.

Too many choices. Too little patience. Travelers are overwhelmed, and operators are under pressure to deliver flawless experiences. AI in the travel industry is the game-changer positioned to rewrite the rules.

As the end of 2025 approaches, hotel owners, asset managers, and operators are preparing next year’s budgets in an uncertain environment where operating costs have reached new highs and revenue growth has slowed. The post-pandemic RevPAR surge has largely normalized, but wages and salaries, insurance premiums, utilities, and brand/operator-related expenses continue to climb, and the result is a noticeable compression of gross operating profit (GOP).

When TIME Magazine named Iberostar one of the 100 Most Influential Companies of 2025, we felt so proud—but also humbled. A recognition of this kind is not the destination of our journey, but a reminder that we are on a good path, even as so much work lies ahead.

Hospitality has always been a people business. What changed is the amount of invisible work we expect those people to carry. Manual checks, repetitive admin, systems that don’t talk to each other. This cognitive load drains energy before a guest even walks through the door.