by Jen Mallia
Last updated: 4:05 PM ET, Mon February 2, 2026
New research conducted by Wyndham Hotels and Resorts indicates that while many hotels are buying into artificial intelligence, the majority of them have not yet figured out a way to integrate bits and pieces into a seamless system.
The second annual Owner Trends Report surveyed hotel owners and property developers across brands in Canada, the U.S. and the Caribbean for a snapshot of how they are using AI in their business.
“Artificial intelligence is rapidly reshaping hospitality—opening new opportunities while adding fresh layers of complexity,” says Scott Strickland, Chief Commercial Officer, Wyndham Hotels & Resorts.
Strickland also pointed out that with years of early and significant foundational investment, Wyndham is well positioned to help hoteliers navigate this evolving landscape, “offering not only the guidance they seek but also proven, scalable platforms that make it easier to apply AI where it matters most,” specifically in financial terms.
What the Numbers Say
A whopping 98 percent of those surveyed said they have begun incorporating AI into their business, although 73 percent said they would like to do more, but feel overwhelmed and not sure where to start. Only 32 percent said that AI is embedded across operations, indicating AI tools are being used piecemeal rather than holistically.
The most common uses for AI have an impact on profitability. Driving “operational efficiency” was the most popular use, at 64 percent. Paradoxically, given AI’s well documented high volume use of electricity and water, “energy efficiency” was second at 54 percent, followed closely by “revenue optimization” (53 percent).
According to the report, when asked about their plans for 2026, hoteliers most commonly want to see AI play a larger role in construction planning (e.g. assisting with permitting and zoning) followed by revenue optimization.
You can download the report here.
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