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The Hospitality Industry Tipping Point – 40 Years in the Making – Image Credit Infor
The hospitality industry has been inundated with technology solutions promising to free hotel brands from the constraints of legacy systems and elevate the guest experience. For years, the message has remained the same: “Invest in cutting-edge technology and automation, and you’ll empower your staff to focus on what truly matters—the guest.” After all, technology should be an enabler rather than a barrier to real-world connections.
Yet, how often have we heard that new platforms would ease operational burdens, only to see guest interactions still overshadowed by back-end complexities? Technology was meant to enhance the human connection—the heart of hospitality—but has it truly been delivered?
As we step into 2025, it’s time to ask: Have technology providers fulfilled their promises? Have modern tech stacks truly removed the roadblocks preventing hoteliers from delivering exceptional service?
Until now, the answer has often been no—especially for front-of-house platforms. While hospitality technology has made significant strides, front desk agents still struggle with systems that, though more advanced than their predecessors, remain overly complex and demand excessive manual input. A cloud-based front desk system may promise efficiency, but if it requires endless clicks and keystrokes for even basic tasks, staff remain bogged down. Worse, when the system doesn’t function as expected, employees are left flustered, distracted, and powerless to override errors—diminishing the very service they aim to enhance.
But what if that’s finally changing?
What if, over the next two to five years, technology will no longer hinder hospitality but enable it? What if the promise we’ve heard for decades is, at last, becoming reality?
To thrive in 2025 and beyond, hotel brands must unlock more intuitive, intelligent, and personalized guest journeys at scale. The key to this transformation? Agentic Artificial Intelligence (AI) and process automation.
Agentic AI shifts hotel technology from being merely reactive to becoming a proactive problem-solver. Rather than just responding to inputs, it can break down complex operational tasks, adapt in real time, and refine its own outcomes—without constant human intervention. This isn’t just about automation; it’s about optimization.
For front office operations, guest interactions, and service automation, agentic AI is poised to revolutionize the hospitality experience. No longer will frontline employees be constrained by rigid systems requiring excessive manual input. Instead, technology will work alongside hospitality professionals, providing intuitive prompts, intelligent recommendations, and real-time guidance to elevate—not replace—human service.
Imagine a front desk agent who no longer has to stare at a screen, frantically clicking through multiple windows to locate guest information and fulfill a request. Instead, their system anticipates their needs, offering relevant questions, solutions, and insights in the moment—allowing them to focus on what truly matters: the guest.
Picture this scenario: A business traveler, Sarah, steps into the hotel lobby after a long flight. Before she even reaches the front desk, the Agentic AI-powered system has already analyzed her preferences, past stays, and real-time hotel availability.
As she approaches, the front desk clerk, David, greets her with a warm smile. “Welcome back, Ms. Parker! I see you just landed—would you like a room on a quieter floor for better rest, as you preferred last time?”
Sarah nods, impressed. David’s screen shows a personalized upgrade offer to her favorite corner suite, available due to a last-minute cancellation. “We also have your usual extra pillows and herbal tea set up in your room. And if you’re interested, the spa has an open slot for a massage at 7 PM—would you like me to book it for you?”
Meanwhile, without any extra steps from David, the AI has already triggered key operational tasks:
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Housekeeping is notified to confirm the room setup.
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A digital key is sent to Sarah’s phone.
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The hotel restaurant receives a prompt about her dietary preferences.
As David hands Sarah her key, she asks about airport transfers for her departure. The AI instantly pulls real-time traffic data and suggests the best time to leave. “Since your flight is at 10 AM, we recommend a 7:30 AM departure. Would you like me to book your usual town car?”
Sarah smiles. “Yes, please. This is why I love staying here—everything just flows.”
With Agentic AI behind the scenes, David can focus on hospitality, not logistics, or his laptop making every guest feel valued with intuitive, seamless service.
The Tipping Point
The hospitality industry has been waiting for this moment—technology that truly empowers staff to focus on what matters most: the guest. This isn’t just another promise or a distant vision. It’s happening now.
With a seamless, end-to-end approach, Infor Hospitality transforms every stage of the guest journey. From modernizing property management systems to enhancing AI-driven interactions and leveraging advanced analytics, these solutions give hotels the power to deliver smarter, more personalized experiences—effortlessly.
After decades of anticipation, we’ve reached the tipping point. Technology is no longer a barrier but a true enabler of hospitality—a co-pilot rather than a gatekeeper. Systems now work quietly in the background, allowing the human touch to take center stage. The future we’ve been promised for decades is finally here—not as an aspiration, but as a reality, redefining what’s possible for hotels, and their guests, to thrive.
About Alan Young, VP, Industry and Solution Strategy | Hospitality, Infor
A seasoned business and technology visionary, Alan Young is the VP, Industry Solutions and Strategy for Infor. He is recognized for his provocative insight into how emerging technology impacts industries and how leaders can better connect with their customers and employees for sustained growth. Alan also sits on several hotel and travel technology advisory boards and is known for his ability to turn difficult concepts into easy-to-understand ideas that drive meaningful outcomes and actions. He is a respected thought-leader, battle-tested consultant, mentor, and sought-after keynote speaker on the topics of hotel technology, business strategy, growth, transformation, and innovation. Alan focuses on increasing business awareness and believes that everything hinges on the power of communication and effective storytelling.
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