Hoteliers face increasing pressure to modernize their operations and meet the increasingly sophisticated demands of guests. As smartphones, voice assistants and AI powered platforms become more and more prevalent in our daily lives, guests expect that their hotel experience will reflect this same level of convenience, immediacy and personalized service.
The 2025 State of Hotel Guest Tech Report, based on a global survey of 402 recent hotel guests with a margin of error of ±4.9% at a 95% confidence level, offers a compelling look at these evolving expectations. The most notable findings are that 58% of guests think artificial intelligence will enhance their stay and 70% find chatbots useful for simple questions.
As a result, hotels are increasingly improving traditional hotel software systems by turning to AI agents—task-specific, autonomous systems that augment staff, streamline operations, and personalize the guest journey. This article explores the six types of AI agents that have transformed the hospitality industry. Each category represents a different operational use-case already being deployed across innovative properties globally.
1. Voice Reservation Agents: Enhancing availability and efficiency
Digitalization is not the only way to improve your business. hotel booking engines, voice reservations remain a critical part of hotel revenue generation—particularly for last-minute, complex, or high-value bookings. Nevertheless, the cost of maintaining a human staff around-the-clock is prohibitive for many operations.
Voice agents powered by AI are a viable alternative. These systems can engage in dynamic, natural-sounding conversations to guide callers through policies, availability and room selection. The systems can operate 24/7, without the need for additional personnel or supervision.
The following is a list of the most popular ways to contact us hotel technology directly supports evolving guest expectations: in the same survey, 43% of luxury guests indicated they expect not to wait in lines, underscoring the premium placed on immediate, frictionless service—whether in person or via phone.
2. Business Intelligence agents: Forecasting using Real-time and Historical Data
Historically, hotel forecasting relied on static data, manual reports, and separate systems. AI-powered business Intelligence agents allow operators now to synthesize real-time data from PMSs, revenue management software, and market sources. These agents do not only extract historical trends, but also integrate on-the books data, competitor sets, and events calendars to create accurate and dynamic predictions.
These agents allow revenue managers shift from reactive to proactive reporting, and reduce data manipulation while increasing forecast accuracy.
Such agility is crucial in today’s volatile marketplace. AI-driven forecasting enables hoteliers to respond to shifts in demand curves faster than ever before—a significant competitive advantage in a highly dynamic pricing environment.
3. AI Messaging agents: automating guest service and operation log-in
Mobile messaging is now more popular than voice communication with younger generations, and guest service expectations are changing accordingly. AI-powered texting agent now handles inbound guest questions via SMS, WhatsApp and proprietary guest appsHotSOS and Actabl.
This has two implications: it improves guest satisfaction with faster, on-demand services, and it increases internal accountability by allowing seamless issue tracking, escalation, and reporting.
This is in line with the findings of the survey, which found that 39% guests would use chatbots to ask for a Wi-Fi password. Although this request may seem trivial, it represents a large portion of front desk interactions. AI agents can take on these tasks, allowing staff to concentrate on more complex issues or those requiring a high level of interaction.
4. Digital Marketing Optimizers: Dynamic campaign management according to demand
AI also plays an increasingly important role in revenue generation via automated digital marketing. These AI marketing agents dynamically adjust ad campaigns, bid strategies and content based on demand signals derived from real-time bookings, market trends and web behavior.
The report states that millennials are more likely than other travelers to be influenced if a hotel uses technology. AI-powered platforms Help personalize outreach and retarget visitors to maximize advertising ROI.
By optimizing their campaigns constantly, these agents can reduce the inefficiencies associated with static advertising and help hotels better match marketing expenditure to occupancy needs.
5. Procurement & Invoicing Agents: Modernizing the Hotel Back Office
The accounting and procurement functions in a hotel, though less visible to the guests, are prime for automation. AI agents monitor inventory, automate purchases, reconcile invoices from vendors, and flag billing discrepancies.
BirchStreet Systems and other platforms incorporate intelligent agents which can reduce errors, improve vendor compliance and speed up the accounts-payable process. This type of automation not only improves back-office efficiency but also supports transparency—a growing priority, particularly in light of findings that luxury guests are more frustrated by hidden fees than other segments.
Automating your invoicing process and your procurement can prevent dissatisfaction. This is because it ensures that you are billing accurately, on time, and clearly.
6. Review Response Agents: Automating Reputation Management
Reputation management is crucial in an industry where online reviews are the most important factor for 48% guests when selecting a hotel. Yet responding to reviews—particularly across multiple platforms—can be labor-intensive and prone to inconsistency.
These agents use AI to analyze the reviews and generate intelligent responses. They can also escalate any serious concerns raised by guests to managers. These agents allow properties to maintain a responsive, active brand presence on the web without overloading staff.
This level of responsiveness for hotels that target digital native demographics is a must. Automating the process of reputation management is essential as guest reviews have a significant impact on booking behaviour.
Strategic Imperatives in the Age of Intelligent Hospitality
The growth of AI agents within hotel operations is part of a larger trend: the convergence between hospitality and intelligent automation. These technologies don’t replace hospitality professionals, but they do enable them to provide higher-value interactions through the offloading of repetitive or data intensive tasks to machines.
The findings of the The 2025 State of Hotel Guest Tech report Underline the need for adaptation. Guests increasingly demand immediacy, personalization, and transparency—and they are more likely to reward hotels that deliver on these fronts with their loyalty and their dollars.
As the technology matures, hoteliers must ask not if—but where—AI agents can be deployed to create operational leverage and exceed guest expectations. AI agents, from voice to messaging, procurement to marketing, represent a fundamental change in how hospitality companies scale excellence and prepare to the future.
