The way hotels serve their guests is changing, and it’s changing fast. In a world where customer experience is everything, artificial intelligence agents are starting to play a key role. But we’re not talking about the typical chatbots that answer basic questions. We mean something much more advanced: agentic AI.
What Is Agentic AI and Why Does It Matter?
Agentic AI is a technology that doesn’t just respond, it acts. These are systems capable of making decisions, adapting to context, and executing tasks from start to finish. In other words, they don’t wait for you to tell them what to do: they act on their own initiative, always seeking to improve the user experience.
In a hotel, this can translate into things like:
- Managing reservations without human intervention.
- Detecting what each guest likes and adapting their stay accordingly.
- Coordinating internal tasks such as housekeeping or maintenance.
- Solving problems before the guest even notices them.
Why Is It Ideal for Hotels?
Hospitality is a demanding industry. You need to be fast, efficient, and deliver flawless service. But there are challenges too: staff shortages, increasingly demanding guests, and fierce competition.
This is where agentic AI can make a difference. By working alongside human staff, it helps to:
- Automate repetitive tasks.
- Serve guests at any time, regardless of the hour.
- Detect and resolve issues before they turn into complaints.
Real Benefits Already Being Seen
Hotels that have started using agentic AI agents are seeing clear improvements in several areas:
1. Better Guest Experience
- Faster check-in and check-out.
- Personalized recommendations based on preferences and plans.
- Instant responses to any request via mobile or tablet.
2. More Efficient Operations
- Fewer booking and room assignment errors.
- Better organization of housekeeping and maintenance staff.
- Smoother communication between departments.
3. Increased Revenue
- More direct bookings thanks to intelligent assistants.
- Automatic upselling of extra services (like upgrades or experiences).
- Happier guests who return and recommend the hotel.
Real-World Examples
In Spain, the Saona Group has used AI to streamline staff hiring, reducing processing time and improving service quality.
Some startups are already creating AI agents for rural and vacation hotels. These agents connect accommodations with local businesses and help travelers discover unique experiences.
Agentic AI and Sustainable Tourism
Beyond improving the guest experience, agentic AI can also help hotels become more sustainable. How? By analyzing data on energy consumption, guest habits, and available resources to:
- Suggest eco-friendly practices.
- Optimize the use of water and electricity.
- Collaborate with local suppliers to reduce environmental impact.
How to Implement It in a Hotel
There’s no need to overhaul your entire system to get started. Many AI agents integrate easily with the software hotels already use (such as PMS or CRM systems).
Typical steps include:
- Identify which processes can be automated.
- Choose the AI agent that best fits your needs.
- Integrate it with existing systems and train the team.
- Review its performance and fine-tune over time.
Future Applications for Hotels
Here are some ways agentic AI can transform the hotel business:
1. Personalized and Proactive Guest Experience
The agent can anticipate needs: for example, if someone always asks for a firm pillow or books the spa at noon, the system will remember and offer it automatically.
Through chat, voice, or in-room assistants, it not only responds but proposes: “Would you like to dine at 8 p.m.? I can reserve a table with a view.” or “I see your flight arrives late—would you like a late checkout?”
Data integration: guest history + real-time context + hotel systems to deliver a seamless experience.
2. More Efficient Internal Operations
- Automatic room assignment optimized by preferences, room status, and feedback.
- Predictive maintenance: sensors + AI detect when something is wrong (air conditioning, elevator) before the guest notices.
- Dynamic housekeeping and maintenance scheduling based on check-in/out times and occupancy.
- Dynamic revenue management: prices and packages adjusted in real time through AI analysis of multiple variables.
3. Reinvented Distribution and Bookings
AI agents could become direct intermediaries that book rooms and extras (spa, dinner, experiences) for guests, reducing reliance on traditional intermediaries (OTAs).
To compete, hotels will need to structure their data and systems so that agents can “see” and book them.
4. Marketing, Loyalty, and the Complete Guest Ecosystem
The agent can “remember” preferences across multiple stays and use that knowledge to build loyalty.
- More natural, multilingual, omnichannel communication (app, voice, chat).
- Experience-based ecosystems (not just the room): the agent could book restaurants, spa sessions, excursions, and transportation. all in one flow.
Some analysts estimate that by 2030, this technology will be quite common in mid- to high-end or luxury properties. Now is the time to ask yourself: Is my hotel business ready for the future?
At Smartvel, we specialize in AI-powered Technology and Content Solutions, let’s talk.
