Artificial intelligence, customer loyalty and international travel demand are expected to reshape the global hotel industry, according to new research from Global Hotel Alliance (GHA), which reveals that 87% of surveyed hotel CEOs expect AI assistants to become one of the most influential booking channels by 2030.
The findings form part of GHA’s annual CEO Outlook report, Growth, Disruption and the Forces Reshaping Global Hospitality, which gathered responses from 30 hotel brand chief executives worldwide.
Despite widespread concerns about geopolitical instability, the survey indicates continued confidence in the industry’s prospects through 2027.
Some 67% of respondents expressed optimism about global hospitality performance, while 80% expect like-for-like hotel revenues to increase next year. Almost half, 47%, anticipate revenue growth of at least 5%.
However, 90% identified geopolitical instability and conflict among the biggest external challenges facing their businesses over the next five years.
Chris Hartley, CEO of Global Hotel Alliance, said: “We are operating in an uncertain geo-political environment but, as an industry, we have learned to stay agile and adapt to changing circumstances. And, most importantly, the travel community is proving more resilient, and so we remain optimistic.”
International travel is expected to provide an important source of growth.
According to the report, 73% of surveyed CEOs anticipate international travel outperforming domestic demand in 2027, while 90% expect international leisure travel to increase.
A further 80% predict growth in bleisure travel, which combines business trips with leisure activities.
The United States was identified as a leading international source market by 53% of respondents, followed by India at 50%, China and the United Kingdom at 40% each, and the Middle East at 37%.
India’s growing importance reflects expectations of increased outbound travel as the country’s economy and international tourism market continue to develop.
Simon Naudi, Group CEO of Corinthia Hotels, said: “The US accounts for around one-third of our customers and will continue to be a key market for Corinthia. At the same time, we see significant growth opportunities in Asia, particularly in India and China, where rising numbers of affluent travellers are looking to Europe as a destination.”
One of the report’s most significant findings concerns the future of hotel distribution and the growing influence of artificial intelligence on how customers discover and book accommodation.
By 2030, 87% of respondents expect AI assistants to rank among the most influential hotel booking channels.
This compares with 50% identifying hotel brand websites and applications, 47% citing loyalty platforms and 30% selecting online travel agencies.
Traditional search engines were identified by just 10% of respondents.
The figures reflect executives’ expectations of future channel influence rather than projected market shares or the proportion of bookings that each channel will generate.
Hartley said: “Our brand CEOs expect hotel-owned digital channels and loyalty platforms to carry considerably more influence than OTAs by 2030. That suggests direct channels could become even more important in converting AI-driven discovery into bookings and building a relationship with guests beyond the initial transaction”.
The anticipated changes could have substantial implications for hotel operators’ distribution strategies, digital visibility and customer acquisition costs.
Beyond bookings, 73% of CEOs expect AI to have a significant impact on marketing and personalisation, followed by revenue management at 67%, distribution at 60% and internal productivity, also at 60%.
Overall, 90% believe artificial intelligence will either fundamentally reshape hospitality or have a positive impact on the industry.
Gonzalo Aguilar, CEO of Minor Europe and The Americas, said: “Technology, including AI, gives us the opportunity to take repetitive tasks away from our teams and allow them to focus on what matters most: looking after our guests. Ultimately, hospitality is about service and human connection. The hotels that use technology to make the guest experience more seamless while giving their teams more time to deliver personalised service will be best positioned for the future.”
Despite the expected influence of technology, hotel executives continue to regard destination and location as central to booking decisions.
Some 70% believe destination and location will remain among the most important influences on hotel choice by 2030, followed by AI recommendations at 67% and experiences and events at 63%.
Customer loyalty also emerged as a major strategic priority.
The report found that 83% of CEOs consider loyalty critical or very important to revenue growth over the next three years.
Looking ahead five years, 67% identified loyalty and direct customer relationships as one of the greatest opportunities for independent hotel brands.
When asked what would distinguish successful loyalty programmes by 2030, 70% selected recognition of membership and status, 57% identified personalisation and 47% highlighted rewards.
Choe Peng Sum, CEO of Pan Pacific Hotels Group, said: “Loyalty is the best way to look after your customers. When they choose to come back, it shows that they value the experience you have created for them. That, ultimately, is what loyalty is all about.”
The findings suggest that hotel brands increasingly view loyalty programmes as commercial platforms supporting repeat business, personalised experiences and direct relationships with guests, rather than simply providing points and rewards.
Hartley discussed the report’s conclusions during a London panel discussion in October with senior executives from Corinthia Hotels, Minor Europe and The Americas, and Pan Pacific Hotels Group.
The research provides a snapshot of sentiment among 30 international hotel brand leaders as the industry prepares for 2027, highlighting the balance between continued investment in technology and the importance of personal service.
With AI expected to play a greater role in hotel discovery and distribution, the report suggests that operators able to combine effective digital channels, meaningful loyalty programmes and distinctive guest experiences will be better positioned to compete for future international demand.