Technology and innovation will be among the principal themes at the Future Hospitality Summit, with discussions examining their impact on hospitality investment, hotel operations and changing guest expectations.
Across the industry, hotel companies are assessing rapid advances in artificial intelligence, automation and data analytics alongside changing traveller behaviour, growing operational complexity and pressure to deliver sustainable growth. AI adoption in hospitality is expected to accelerate during 2026, particularly in revenue management, guest personalisation and operational efficiency.
Ahead of the event, FHS World gathered views from Muin Serhan, CEO of Amsa Hospitality; Vincent Miccolis, Managing Director for the Middle East, Africa and Türkiye at The Ascott Limited; Tom Stevens, Chief Operating Officer for Hotel Operations at The First Group Hospitality; José Maria Dalmau, Vice President of Business Development at Meliá Hotels International; Victor Abou-Ghanem, CEO of Story Hospitality; and Wael Al Sharif, Area General Manager at The Torch Hospitality.
The executives identified technologies that support decision-making, operational efficiency and guest satisfaction as current investment priorities. They also linked these systems with the preservation of long-term hotel asset value.
Sustainability was another recurring investment theme. The participants noted that regulatory requirements and changing consumer expectations are moving sustainability beyond brand positioning and into core investment planning.
Tom Stevens said: “We prioritise investments that deliver measurable ROI. AI-driven revenue optimisation, sales analytics, and intelligent guest engagement improve commercial precision and efficiency. In high-growth markets like Saudi Arabia, disciplined capital allocation and empowered teams are equally critical,”
Alongside tools supporting commercial performance, hotel companies are increasing their focus on operational resilience, cybersecurity and customer trust.
Vincent Miccolis commented: “We also place strong emphasis on cybersecurity and data protection, given the increasing importance of safeguarding guest data and maintaining trust. AI and guest-facing technologies remain important but are always applied with a clear focus on improving performance rather than technology for its own sake.”
Direct distribution is also becoming a more prominent part of hospitality technology investment, as hotel operators seek to strengthen customer relationships and manage distribution costs.
Victor Abou-Ghanem said: “We continue to strengthen direct distribution: better websites, CRM, and loyalty will also be key for us in 2026. In a world of AI agents and high OTA commissions, direct relationships with our guests have become more strategic.”
The executives reported measurable applications of AI across revenue optimisation, distribution, operational planning and guest engagement. Revenue management systems are being used to improve pricing, demand forecasting and customer segmentation.
José Maria Dalmau said: “Revenue management systems enable smarter pricing models, better demand forecasting and segmentation precision. Distribution efficiency improves channel mix and reduce acquisition cost. AI also supports operational optimisation through predictive maintenance and workforce planning. But importantly, AI supports personalisation, which increases guest satisfaction and repeat behaviour. For us, the measurable value is not only in margin improvement, but in lifetime guest value.”
The discussions also addressed whether technology is affecting hotel valuations and investor assessments of risk. Several participants said hotels with established technology infrastructure may benefit from stronger operating performance, improved adaptability and greater investor interest.
Wael Al Sharif said: “Both. Tech-enabled properties command valuation premiums through superior operational efficiency and guest satisfaction metrics. Simultaneously, they carry lower risk premiums due to adaptability, data-driven decision-making, and reduced labour dependency. Investors increasingly view technology infrastructure as fundamental asset quality determinant, similar to location or brand affiliation. Non-tech properties face growing valuation discounts,”
Muin Serhan added: “Tech-enabled hotels are increasingly commanding stronger valuations because investors see them as better equipped to manage volatility and protect margins. These assets often attract deeper investor interest and, in many cases, benefit from more favourable financing terms,”
However, the executives also stated that the presence of technology does not automatically produce stronger financial returns. Its contribution depends on implementation, integration and its effect on operating performance.
Vincent Miccolis noted: “The key is not the presence of technology, but how effectively it is applied to drive returns and long-term asset value,”
Victor Abou-Ghanem also referred to the financial and operational risks associated with investments in systems that may not deliver measurable customer or business value.
He said: “On the flip side, there is also execution risk: heavy capex in fashionable technology that guests do not value, or systems that quickly become obsolete. So, investors look for discipline. The hotels that will command the best pricing over time, in my view, are those that combine good locations and brands with smart, targeted tech that clearly improves cash flow and asset resilience.”
Looking towards 2030, the executives identified advanced technology, human-centred service and sustainable operations as central elements of a future-ready hospitality business. They also highlighted operational discipline and organisational adaptability as requirements for responding to changing market conditions and guest expectations.
Tom Stevens said: “A future-ready hospitality business will combine technology-driven precision, empowered local talent, and disciplined capital allocation to consistently deliver guest value and sustainable owner returns,”
Victor Abou-Ghanem concluded: “A truly future-ready hospitality business in 2030 will be one that blends a strong human service culture with data, AI and sustainable operations, so that every stay feels personal, every decision is informed, and the impact on people and the planet is genuinely positive.”
The views gathered ahead of FHS World link future hospitality competitiveness with the combined use of intelligent systems, human service, operational discipline, cybersecurity, sustainability and organisational adaptability.
Tags: Future Hospitality Summit
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