AI is coming for the PMS, but not in the way you think | By Martin Soler

There is an explosion of discussion about AI in hotels, but very few actual applications. Or does that exist? AI has been making its way into hotels for some time now, but not in the flashy, headline-grabbing way that many expect. There will never be a moment where a chatbot takes over the reception or a robot manages your F&B logistics overnight. Instead, AI is creeping into all areas of hotel operations in small, gradual steps. Quiet. Invisible. Often without it even being called AI.

Some of this has been around for years: intelligent cleaning of duplicate guest profiles, predictive pricing on RMS platforms or analytics, recently automated review responses. Many hoteliers already use AI on a daily basis, it is only referred to as “automation” or “intelligent functions”. But with the growth of large language models and industry-specific AI agents, we are at the beginning of all sorts of new layers being added to or embedded into hotel systems. And in the middle? The good old PMS.

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