As the hospitality industry approaches 2026, one thing is clear: the pace of technological change is accelerating rather than slowing down.
In a recent discussion as part of a 2026 “crystal ball” predictions series, Stephan Wiesener of Apaleo, outlines why, for hotel general managers and commercial leaders, the coming year will not be about experimenting with ideas in isolation, but about making deliberate decisions that future-proof operations, distribution, and profitability.
Here is the full interview and we have summarised some of the key points below.
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Prediction One: AI Adoption Will Accelerate – Despite the Noise
While some industry observers speak of an “AI trough of disillusionment,” the reality on the ground tells a different story. Forward-thinking hotels are already deploying AI across distribution, revenue management, guest communications, and operations. AI-driven concierges are handling multilingual phone calls 24/7, revenue systems are optimising prices autonomously, and operational teams are using AI to anticipate guest preferences and trigger service workflows before arrival.
History offers a useful parallel. After the dot-com crash, internet adoption did not slow – it matured. AI is following the same trajectory. The winners will not be those who wait for perfection, but those who continue to experiment, learn, and embed AI into daily decision-making. Hotels that pause adoption risk falling behind competitors who are steadily building institutional knowledge and capability.
Prediction Two: SaaS Is Shifting From Seats to Outcomes
The traditional hospitality technology model – paying per user seat for all-in-one software – is under pressure. A new platform-based model is emerging, where hotels operate on ecosystems that host multiple AI agents working autonomously in the background. These agents manage tasks such as pricing, inventory distribution, forecasting demand, procurement, and housekeeping orchestration.
Crucially, commercial models are evolving alongside this shift. Instead of paying for access, hotels will increasingly pay for outcomes – tasks completed, revenue optimised, or bookings converted. For revenue managers, this represents a significant mindset change: technology spend becomes directly linked to productivity and financial return, rather than system usage alone.
This shift also explains why investment is flowing away from traditional SaaS models and toward platforms that provide a secure, compliant foundation on which innovation can scale. Systems that cannot support rapid agent-driven innovation will struggle to attract capital – and customers.
Prediction Three: Distribution Will Be Reshaped by Agentic Booking
Perhaps the most immediate commercial impact for hotels lies in distribution. AI-powered travel assistants are already influencing how guests research and plan trips. The next step is booking. These agents will negotiate availability, room types, and preferences in real time – often bypassing traditional interfaces altogether.
Hotels that can connect directly into this agentic ecosystem will gain a critical advantage. Instead of relying solely on OTAs or static booking engines, they can participate in conversational, intent-driven bookings that capture richer guest data and convert at higher rates. This creates a realistic path to reclaiming direct bookings – provided the underlying technology stack is flexible and open enough to support it.
What This Means for Hotel Leaders
The takeaway for 2026 is not “replace everything,” but “prepare intentionally.” Hotels should prioritise platforms over rigid systems, ensure their technology foundations are secure and interoperable, and begin adopting AI workflows in targeted areas today. Those that do will be positioned to benefit from faster innovation, more efficient operations, and stronger revenue performance – while others risk being left behind in a rapidly consolidating market.
The future is not autonomous hotels without people. It is hotels where technology works invisibly in the background, allowing teams to focus on what matters most: delivering exceptional guest experiences and driving profitable growth.
