#Netherlands #Amsterdam #AI Transformation #hospitality #Mews

Mews: 2026 as a Pivotal Year for Hotel Transformation

Introduction

Mews, a leading operating system for the hospitality sector, has issued a profound warning regarding the year 2026. According to their recent report, titled the 2026 Hospitality Industry Outlook, this year will be crucial for the transformation of hotels through artificial intelligence (AI). It sets a vision where by 2035, a significant portion of hotel discovery and booking will result from AI-driven conversations, while at least half of back-office tasks will be automated. With such pivotal changes looming, hotel operators must recognize the urgent need to adapt.

AI's Role in Hotel Booking

In the envisioned future, generative AI is expected to revolutionize the fragmented hotel search and booking landscape into an uninterrupted conversational flow. The report states that hotel visibility will rely more on clear, structured content and technological connectivity rather than extensive advertising spending. This shift implies that hotels need to build robust, AI-compatible systems and ensure they have clean, consistent content as a prerequisite to stay competitive.

Maximizing the Guest Relationship

Furthermore, Mews indicates a potential to reclaim the guest relationship amidst the dominance of Online Travel Agencies (OTAs). AI systems represent an opportunity for hotels to foster loyalty by providing personalized experiences through improved interactions. Hotels equipped with connected systems and engaging AI-ready content will likely emerge as leaders in guest satisfaction and trust from the algorithms that power these new tools.

Operational Systematic Changes

The report also envisions a transformative impact on internal operations. Agentic AI will be introduced as a significant force behind routine operations, guest communications, and housekeeping. This technology aims to handle repetitive tasks, enabling hotel staff to focus on delivering high-impact, emotionally resonant guest experiences that only humans can provide.

Evolving Roles for Hospitality Staff

As automation takes over transactional processes like check-ins and routine inquiries, roles within hotels are expected to evolve rather than vanish. The future workforce will likely be designed around soft skills, brand storytelling, and emotional intelligence, where empathy and interaction become the new currency of guest service. This transition advocates for hospitality professionals to enhance their emotional intelligence rather than rely solely on administrative tasks.

Preparing for 2026

With bold predictions laid out, Mews presents a critical analysis that determines 2026 as a preparation phase for the hospitality sector. The company encourages hotels to align their technology stacks, clean their data, and pilot AI initiatives to avoid being blindsided by accelerating AI developments in the late 2020s.

The AI Readiness Checklist

To facilitate this transition, the AI readiness checklist sets foundational steps that hotels can take in 2026 without causing disruption. The steps are as follows:
1. Assess the Tech Stack and Data: Understand core systems like PMS (Property Management System), CRM (Customer Relationship Management), and identify areas for integration and data gaps.
2. Prepare Content for AI Readiness: Ensure all content is structured, accurate, and consistent across platforms so that AI systems can effectively represent the hotel.
3. Run Controlled AI Pilots: Instead of a broad transformation, start with a focused, small-scale AI deployment that can handle specific, measurable tasks.
4. Build Governance and Team Support: Engage cross-functional teams in training and system understanding to maintain accountability and timely service delivery, keeping personal interactions intact.

Conclusion

Mews’ report underscores that the transformation of the hospitality industry will not be an overnight affair. Still, 2026 serves as an essential launch pad for preparing hotels to meet evolving guest expectations influenced by AI advancements. The active involvement of hospitality leaders, commitment to technological integration, and dedication to preserving personalized service will be vital in navigating this impending change. Through Mews’ strategic insights, the hotel industry can position itself not just to survive but to thrive in this impending AI revolution.