During the past holiday season, hotels across the Asia-Pacific (APAC) region navigated one of the strongest surges in travel in recent years. International arrivals and regional tourism were on the upturn, while travelers continued to seek convenient, more personalized travel experiences.
Agilysys’ 2024 APAC Hospitality Impact Study highlighted a persistent “rebooking paradox” in the region. Despite high satisfaction levels (86%), only 37% of travelers chose to return to hotels they had previously enjoyed. Yet nearly three-quarters (73%) said they were more likely to rebook if their experience was tailored to their preferences. As hotels contended with staffing shortages and rising operating costs during the busy holiday period, the pressure to deliver exceptional, personalized service at scale—without overwhelming staff—was especially pronounced.
The key to navigating high-demand periods moving forward lies in the strategic adoption of AI and integrated hospitality technology. The adoption of unified ecosystems currently varies across APAC, with Australia and New Zealand leading the shift. Hotels utilizing this tech are set to stabilize operations during peak travel periods and harness guest loyalty and higher revenues beyond the festivities.
AI-powered personalization
Personalization has become one of the strongest differentiators in APAC hospitality, and AI is enabling hotels to deliver it at scale. Travelers are increasingly expecting experiences that reflect their individual interests and intentions, making them feel genuinely valued.
The study further demonstrated that 68% of guests are willing to spend more for personalized and memorable stays, a trend that becomes more pronounced during peak seasons.
AI systems can synthesize data from property management systems (PMS) and point-of-sale (POS) platforms to create Intelligent Guest Profiles (IPGs). These holistically capture a guest’s wants and needs with every interaction, allowing hotels to tailor seasonal upselling to the guest.
For instance, AI can study the guests’ preferences and data to prompt staff who can then offer festive dining suggestions, curated New Year’s Eve experiences and upgrade offers at precisely the right moment. This level of insight transforms holiday stays into resonant experiences that drive long-term loyalty.
Festive chaos into coordination
While the festive period brings operational intensity that can overwhelm even well-staffed hotels, AI helps shift operations from reactive to proactive, ensuring coordination across properties.
Predictive maintenance reduces unexpected disruptions, automated housekeeping schedules align staffing with real-time occupancy and AI-guided inventory systems ensure restaurants and bars remain fully stocked without excess waste.
Guest-facing solutions such as mobile check-in, digital keys and self-service kiosks also reduce front-desk congestion. The rapid shift to mobile-led travel behavior reinforces this opportunity: With more than half of OTA bookings made on smartphones, guest expectations for seamless digital journeys are rising and hotels that deliver strong mobile-first experiences have a powerful advantage in building direct relationships and long-term loyalty.
Beyond the room
Holiday periods have always been critical revenue moments, but traditional room-focused metrics like Revenue Per Available Room (RevPAR) overlook the full potential of guest spending. Up to 40% of ancillary hotel revenue still goes untracked due to siloed systems. AI is helping hotels shift toward Revenue Per Available Guest (RevPAG), a more holistic measure of total guest value.
AI enables dynamic pricing for services such as spa treatments, dining experiences and seasonal events. It also forecasts demand more accurately around holidays, weather patterns and local celebrations, allowing hotels to adapt pricing strategies in real time. Early adopters are seeing stronger margins and more resilient revenue streams, particularly during peak travel periods when guest spending potential is at its highest.
Creating memorable holiday moments
AI and automation underpin the efficiency and intelligence of modern hospitality, but it is the human element and interpersonal relationships that define the festive experience. The most memorable moments, such as a handwritten note or a perfectly timed anniversary amenity, are optimized by technology but ultimately delivered by staff who have the time and insight to do so.
AI must enhance, not replace, the human touch. With these elements together, hoteliers can turn peak travel seasons into an opportunity to strengthen guest relationships and build loyalty that lasts long after the season. In a region as dynamic and competitive as APAC, hotels embracing AI can turn festive chaos into effortless celebration.
Story contributed by Tony Marshall, VP and managing director, Asia Pacific, Agilysys.