Amsterdam — June 2024
In short: Mews predicts hotels must AI-ready by early 2026 to meet upcoming conversational search and autonomous guest expectations.
Mews’ Outlook, based on surveys of 18 industry experts, warns that conversational search, AI-powered booking, and autonomous agents will transition from experimental to standard guest expectations within the next year. This marks a shift from current manual processes to automated, AI-driven guest interactions.
For TMCs managing European corporate accounts: This Outlook signals a critical shift in how hotels will engage with business travelers. TMCs should prepare to offer AI-assisted booking tools to their corporate clients, as hotels will increasingly rely on conversational interfaces for reservations and guest services. Failure to adapt could result in a competitive disadvantage as AI-driven guest expectations become the norm.
What is the AI-Readiness Outlook?
A comprehensive analysis by Mews, based on expert surveys, predicting that hotels must adopt AI technologies by early 2026 to meet evolving guest expectations for conversational search and autonomous booking.
Which travel trade segments does this affect?
This primarily impacts hotels, particularly mid-sized properties, as well as TMCs and boutique travel agencies that manage corporate accounts and negotiate hotel bookings.
When does this take effect?
Implementation is targeted for Q1 2026, with preparatory actions beginning in Q4 2025.
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