AI is in full bloom, no longer being an emerging concept but a business imperative for many—especially hotel owners.
Wyndham Hotels & Resorts has released its second annual Owner Trends Report based on a survey of hundreds of hotel owners and property developers across the U.S., Canada and the Caribbean. The report shows that artificial intelligence is widely adopted in the lodging industry, with 98% of owners saying they have begun using AI in their business. However, only 32% report that AI is embedded across most areas of their operations, while 73% say they want to expand their use of AI but feel unsure how to proceed.
Among owners and developers already using AI, 64% apply it to operational efficiency, 54% to energy efficiency and 53% to revenue optimization. Looking ahead to 2026, 61% want AI to play a larger role in construction planning such as permitting and zoning. Another 30% plan to use AI primarily for revenue optimization.
As AI adoption increases, owners continue to rely on hotel brands for guidance. Nearly 89% say working with a brand is beneficial when incorporating AI into their business, while 34% consider it essential.
NOT ALL A BED OF ROSES
Every high has a low, and AI is no exception. Data privacy and security concerns were cited by 46% of respondents as one of the main barriers, followed by costs of AI tools at 42% and difficulty integrating AI with existing systems at 40%.
Views on decision-making also remain divided. Only 40% of hoteliers are comfortable with AI making operating decisions without human oversight. Another 57% say they require human involvement to feel comfortable.
2026: AN OPTIMISTIC YEAR
Beyond AI, the report highlights continued confidence in the industry. 90% percent of respondents say they are optimistic about 2026, while 95% are optimistic about the next five years. Expansion plans remain stable, with 79% planning to grow their portfolios over the next five years. Nearly all respondents said they are open to joining or switching brands.
Loyalty programs remain a priority, with 65% of owners saying they are important to business success. When allocating capital in 2026, 24% plan to invest in increased staffing, followed by property improvements and sales and marketing at 20% each, technology at 19% and enhanced amenities at 17%.
“Artificial intelligence is rapidly reshaping hospitality—opening new opportunities while adding fresh layers of complexity. With years of early and significant foundational investment, Wyndham is well positioned to help hoteliers navigate this evolving landscape, offering not only the guidance they seek but also proven, scalable platforms that make it easier to apply AI where it matters most, helping turn innovation into real revenue, greater efficiency and stronger returns,” said Scott Strickland, CCO, Wyndham Hotels & Resorts.
“This year’s report shows once again the overwhelming confidence hoteliers have in the long-term resiliency and proven ROI of our industry. The results also underscore improving market conditions, with 61% of hoteliers seeing easier financing and a near-even split when it comes to interest in new construction versus conversion opportunities. Taken together, the findings point to a market where Wyndham’s scale, experience and platforms help create a real advantage, supporting owners’ growth decisions while driving value through every phase of the cycle,” said Amit Sripathi, CDO, Wyndham Hotels & Resorts.
The report concludes that while AI adoption is widespread, owners continue to seek guidance from brands as they balance technology integration with expansion plans and capital investment priorities.