Hotel Owners at an AI Crossroads as Confidence and Growth Plans Hold Firm, Wyndham Owner Trends Report Finds
PARSIPPANY, N.J.— Artificial intelligence has moved decisively from experimentation to execution for hotel owners, with the industry now focused on deploying AI at scale. According to findings from the Wyndham Owner Trends Report 2026, hotel owners and developers are broadly optimistic about the future while seeking clearer guidance on how to translate early AI adoption into sustained financial returns.
Based on a comprehensive survey of hundreds of hotel owners and property developers across the United States, Canada, and the Caribbean—spanning multiple brands and hotel companies—the report highlights strong confidence in hospitality’s long-term outlook despite ongoing pressures from rising costs, economic uncertainty, and operational complexity. As AI becomes more embedded in hotel operations, owners are increasingly turning to established brands for trusted technology, integration support, and long-term partnership.
AI Adoption Reaches an Inflection Point
AI adoption across hospitality is already widespread. Nearly all respondents (98%) report having incorporated AI into some part of their business. However, only 32% say AI is embedded across most operational areas, while 73% want to expand usage but feel uncertain about where to begin or how to scale effectively.
Where AI has been implemented, owners report measurable benefits. The most common applications include operational efficiency (64%), energy efficiency (54%), and revenue optimization (53), all directly tied to profitability.
Untapped Potential in Development and Planning
Looking ahead to 2026, owners see significant opportunity to apply AI earlier in the hotel lifecycle. The most cited future use case is construction and development planning (61%), including support for permitting and zoning processes. Revenue optimization follows as another priority area, underscoring the role AI is expected to play in both cost control and top-line growth.
Brands Play a Critical Role in AI Integration
As hotel operations grow more complex, brand support is increasingly viewed as essential. Nearly 89% of hoteliers say working with a brand is beneficial when incorporating AI, and more than one-third consider brand involvement critical. Owners are looking for brands to help vet solutions, ensure data security, and integrate AI with legacy systems.
Key barriers to broader AI adoption remain data privacy and security concerns (46%), investment costs (42%), and challenges integrating AI with existing technology infrastructure (40%). When it comes to decision-making, most owners still favor human oversight: only 40% are comfortable allowing AI to make operational decisions independently, while the majority require some level of human control.
Optimism and Expansion Plans Remain Strong
Despite macroeconomic headwinds, confidence in the hospitality sector remains high. Ninety percent of respondents say they are optimistic about 2026, and 95% express confidence in the industry’s prospects over the next five years.
Growth plans are firmly in place, with 79% of hoteliers planning to expand their portfolios within the next five years. Nearly all respondents (97%) say they are open to joining or switching brands if the right opportunity arises. Brand loyalty continues to matter, with 65% citing strong loyalty programs as a key driver of success.
Investment Priorities for 2026
Owners plan to continue investing in both operations and guest experience. Top investment priorities include increased staffing (24%), property improvements (20%), sales and marketing enhancements (20%), technology investments (19%), and upgraded amenities (17%). These priorities reflect a balanced approach that emphasizes service quality alongside efficiency and revenue growth.
Embedding AI Into Operations
The report also highlights the growing role of integrated technology platforms in supporting owners. AI-powered guest engagement, automated messaging, mobile check-in, dynamic upselling, and voice assistance are increasingly shaping the guest journey, while partnerships with major technology providers are helping hotels adapt to changing booking behaviors and AI-driven search environments.
Together, these trends reinforce a hospitality landscape where confidence remains strong, expansion plans are active, and AI is set to play a defining role—provided owners have the right tools, partners, and guidance to turn innovation into long-term value.
The full Wyndham Owner Trends Report 2026 is available for download, offering deeper insights into how hotel owners are navigating technology, growth, and market evolution in the year ahead.
