AI assistants and loyalty programmes set to dominate hotel bookings by 2030
Hotel CEOs forecast that AI assistants will become the leading booking channel and loyalty programmes will drive revenue growth, with these trends expected to shape the industry by 2030. The outlook, released in November 2026, targets hotel operators and travellers worldwide.
In this story
At a glance
- What changes
- AI assistants projected to become primary hotel‑booking channel and loyalty programmes to grow revenue
- Timing
- Trends expected to dominate by 2030 according to the CEO Outlook 2027 report
- Who is affected
- Hotel operators, travel agents, and guests using digital booking platforms
The details
- Announced by
- Chris Hartley, CEO of GHA The Global Hotel Alliance (GHA)
Report Overview
The CEO Outlook 2027 report, released by GHA, surveyed 30 global hotel brand CEOs. It highlights AI and loyalty programmes as the two most influential forces shaping hospitality through 2027 and beyond.
- 90% of CEOs see AI having a positive impact on operations
- 67% remain optimistic about demand growth through 2027
AI as the Future Booking Channel
According to the survey, 90% of CEOs predict AI assistants will become the most influential hotel‑booking channel by 2030, overtaking traditional online travel agencies. Executives expect digital hotel‑owned channels and loyalty platforms to carry considerably more influence than OTAs.
- 87% expect AI assistants to lead booking choices by 2030
- Hotel‑owned digital channels projected to outpace OTAs
Loyalty Programmes as Growth Drivers
Loyalty programmes are identified as vital for revenue growth, with 83% of CEOs rating them essential. Industry leaders stress that loyalty helps retain customers and supports stronger personal connections despite increasing automation.
- Loyalty seen as best way to look after customers
- Key markets for growth include the US, India and China
What this means for travellers
Trip planning
- Travellers should expect more AI‑driven booking options to appear on hotel websites and apps by 2030
- Loyalty programme benefits are likely to become a larger factor when choosing hotels
Cost and documents
- No new fees or documentation requirements are mentioned in the report
- Existing loyalty tier qualifications remain unchanged
What you need to do
- Monitor hotel brand communications for AI booking tool rollouts
- Enroll in preferred hotel loyalty programmes to maximise future benefits
- Consider using hotel‑owned digital channels rather than third‑party OTAs
Who this affects
-
Guests booking through OTAs
OTAs may lose market share as AI assistants and hotel‑owned channels grow
What to do Watch for new AI booking interfaces on hotel sites and compare offers
-
Members of hotel loyalty programmes
Loyalty is identified as a key revenue driver for hotels
What to do Maintain or upgrade membership status to capture upcoming benefits
-
International travellers to the US, India and China
These markets are highlighted as primary growth areas in the outlook
What to do Plan trips with awareness that AI booking tools may become prevalent
Frequently asked questions
When will AI assistants become the main hotel booking channel?
AI assistants are projected to become the most influential hotel‑booking channel by 2030, according to the CEO Outlook 2027 report.
How important are loyalty programmes for hotel revenue?
Loyalty programmes are considered vital, with 83% of surveyed CEOs stating they are essential for revenue growth.
Will I need new documents to use AI hotel booking tools?
The report does not mention any new documentation or fee requirements for using AI‑based booking platforms.
Which markets are expected to drive hotel demand in 2027?
The United States, India and China are identified as key growth markets for international hotel demand in 2027.
Should I switch from OTAs to hotel‑owned channels?
Hotel‑owned digital channels and loyalty platforms are expected to gain more influence than OTAs, so travellers may consider using them for future bookings.
