By Jordan Hollander, Co-Founder at Hotel Tech Report

From personalized pricing to emerging booking channels, AI is set to reshape revenue management, guest experience, and overall business strategy. Here are my five cents for navigating these changes and positioning your hotel, resort, or casino, for success in an AI-driven world.

Embracing generative AI

Generative AI should be our primary focus this year. Similar to the early days of the internet, we’re at a pivotal moment where the dominant platforms of the future are still taking shape. What’s clear, however, is that generative AI will be a core driver of the technologies shaping tomorrow’s hospitality landscape.

The rise of personalized pricing

One of the most exciting trends I see on the horizon is personalized pricing. As AI-driven bots and agents continue to evolve, they will enable travelers to directly query hotel databases, unlocking tailored pricing and offers at an unprecedented scale. While still in its early stages, I anticipate we’ll see the first consumer-facing applications emerge by the second half of 2025.

New era of booking channels

Regulatory pressures on industry giants like Google and Booking.com, combined with the growing ubiquity of generative AI search, are paving the way for entirely new booking channels.

These channels will revolutionize how guests interact with your business, altering booking behaviors, lead times, and trends. As consumers gain more flexibility and agency in their travel planning, we will need to shape our strategies to meet evolving expectations.

Empowering small and independent properties

Historically, large chains had access to powerful revenue management tools and data-driven strategies that smaller players could only dream of. However, the rise of AI has leveled the playing field.

As an independent hotel, you now have the opportunity to implement advanced revenue management strategies such as personalized pricing, predictive analytics, and demand forecasting, without the need for vast resources. This is groundbreaking, not just for increasing efficiency, but also for staying competitive in such a saturated market.

AI-enabled KPIs

With AI at the forefront, we need to evolve towards data-driven analysis and decision-making. I believe return on ad spend (RoAS) and labor expense will be two of the most critical metrics taking center stage:

• RoAS: As new customer acquisition channels emerge, it will be essential to monitor RoAS at the channel level. AI will help us track and optimize the efficiency of these channels, ensuring marketing investments deliver strong returns.
• Labor expense: With staffing costs continuing to rise, we must focus on keeping these expenses under control. AI presents a significant opportunity to reduce costs by automating routine tasks and improving operational efficiency without sacrificing quality.

A dual strategy for AI adoption

The rapid advancements in AI present both opportunities and challenges. While AI holds massive potential, it also disrupts the status quo, forcing us to rethink operations and growth strategies.

To succeed, I believe we must adopt a dual strategy:

1. Invest in adaptive technologies: Focus on solutions that keep the business competitive in the short-term.
2. Allocate resources for innovation: Prepare for long-term opportunities by experimenting with emerging technologies and processes.

Balancing short-term growth with the agility to adapt to industry shifts, like new channels or evolving consumer expectations, will be critical.

Rising tech spend and accelerated digitalization

As AI continues to prove its value, I fully expect tech spend in our industry to rise this year.

Increasing labor costs will drive adoption of AI-driven automation to replace manual processes and improve efficiency. From streamlining data entry to delivering personalized guest experiences, AI will enable superior outcomes while reducing costs.

To encourage further digitalization, we must prioritize the development of user-friendly technology. One of the main obstacles to adoption has been the complexity of hotel tech systems. By creating intuitive, accessible tools similar to the apps we use daily, we can make the value of these technologies clear and compelling.

Staying ahead

To stay ahead, we must lean into AI-driven strategies to drive efficiency, enhance personalization, and fuel growth. Partnering with AI-focused tech providers and scrutinizing our business processes to identify areas where AI can unlock value are essential for beating the competition.

Success this year requires agility, foresight, and a willingness to embrace change. Whether it’s reducing operational time, uncovering deeper insights, or improving results, those that prioritize AI will position themselves as leaders within the industry.

2025 hospitality trends report

These insights are drawn from Duetto's, which analyzes factors set to impact the industry this year. The report features perspectives from global revenue management professionals and leading industry voices, including executives from Hotel Tech Report, Sandos Hotels & Resorts, CP Hospitality, Noble House Hotels & Resorts, the Sandman Hotels et Sutton Place Hotel Group, and Grand Metropolitan Hotels.

From embracing AI to redefining revenue metrics, it provides a roadmap for turning today’s challenges into tomorrow’s successes. With real-world applications and forward-thinking strategies, including insights from leading hotels, casinos, and resorts, this report delivers actionable tools to help revenue professionals stay ahead of the competition and thrive in 2025.

Calgary, AB – January 21, 2025 – WebRezPro cloud-based property management system (PMS) for independent lodging operators is excited to announce its integration with MTech Locks, a leading provider of access solutions for the hospitality industry. This partnership empowers properties to elevate the check-in experience by automating mobile key delivery and simplifying front desk operations.

Since 2015, MTech Locks has provided end-to-end access solutions backed by exceptional service. As a Canadian-owned and operated company, MTech Locks is a natural partner for WebRezPro. Together, their integration streamlines self check-in processes, creating a truly frictionless experience for both guests and staff.

“WebRezPro seeks to work with its clients and MTech to create unique tailored solutions based on our shared commitment to the highest levels of customer satisfaction and support,” stated Ken Minogue, President of MTech Locks.

Through this integration, WebRezPro automatically sends reservation data to the property’s MTech Locks system, which responds by generating a unique mobile key delivered to the guest upon check-in. By eliminating the need to enter booking details into the locking system manually, the direct connection improves operational efficiency, reduces errors, and enhances guest satisfaction.

"As a Canadian business ourselves, we’re thrilled to partner with another Canadian company committed to innovation and customer service,” said Frank Verhagen, Founder and President of WebRezPro. "MTech Locks is a proven leader in access solutions, and this integration supports a seamless self check-in experience while boosting efficiency and security of operations for our clients."

MISSISSAUGA, ON | JANUARY 21, 2025 – The Ontario Restaurant Hotel & Motel Association (ORHMA) has partnered with the BC Hotel Association (BCHA) to announce the launch of a comprehensive workforce training program designed to address the ongoing labour shortages in Ontario's hospitality sector. This initiative, aimed at equipping workers with the skills needed for success in the hospitality industry, will provide fast-track pathways for career growth and development.

The Fast-Track Your Future program, developed by BCHA, offers a streamlined training curriculum focusing on critical hospitality skills, including customer service, food and beverage management, and essential health and safety protocols. The program has been tailored to help those already working in the industry, with the opportunity to upskill and advance in their careers.

Built as a retention initiative, this program offers opportunities for the growth of employees looking to Fast Track their career, employers to show dedication and commitment to their new and aspiring leaders, as well as established leaders who want a refresher and aspire to continue learning about the unique positions they hold.

Fatima Finnegan, Vice President of Workforce Initiatives & Industry Relations at ORHMA, emphasized the importance of workforce development in the hospitality sector, stating:

"We are excited to partner with BCHA to offer this crucial training initiative. With the hospitality industry facing a significant labour shortage, programs like Fast-Track Your Future are vital to ensure that individuals are prepared for successful careers in the sector. This collaboration provides both immediate career opportunities and long-term growth for employees, and we are proud to be part of such a meaningful program."

Karissa Bourgeault, Fast Track Manager at BCHA, shared her thoughts on the program’s impact on the workforce:

"The Fast-Track Your Future program is designed to provide a rapid and effective way for individuals to enhance their skills and progress in their hospitality careers. It offers a valuable opportunity for employees to fast-track their development, while acquiring high in-demand skills and certifications. We're proud to offer this opportunity alongside ORHMA, which will ultimately strengthen Ontario’s hospitality workforce and provide support long-term retention and growth to build a sustainable career."

Training details and enrollment information are available on the BCHA website at . Interested individuals can find resources, course schedules, and next steps to develop in their career journey.

MONTREAL, Jan. 21, 2025 (GLOBE NEWSWIRE) -- Nüline Distribution is thrilled to announce its partnership as the official Canadian distributor for Newgarden, the Spanish brand known for its innovative outdoor lighting and furniture solutions. This collaboration marks a significant step in bringing Newgarden’s exceptional designs to the Canadian market, catering to a growing demand for stylish, sustainable, and functional outdoor living products.

Introducing Newgarden to Canada

has established itself as an European leader in the outdoor design space, offering an extensive range of products that combine aesthetics, durability, and eco-friendly technology. From solar-powered lighting to unique planters and versatile outdoor furniture, Newgarden’s collections are celebrated for their modern design and commitment to sustainability.

Through this partnership, Nüline Distribution will ensure that Canadian retailers and consumers have access to Newgarden’s innovative products, transforming outdoor spaces across the country.

A Shared Vision for Quality and Sustainability

“We are proud to partner with Newgarden to bring their exceptional products to Canada,” said Ricardo Turner, Business Development Manager at Nüline Distribution. “Their commitment to sustainability and innovative design perfectly aligns with our mission to provide high-quality, stylish solutions to the Canadian market. This partnership represents an exciting new chapter for outdoor living in Canada.”

What Canadian Customers Can Expect

With Newgarden’s wide range of solar-powered lighting, portable furniture, and decorative items, Canadian customers can expect:

• Eco-Friendly Options: Solar-powered lighting solutions for sustainable energy use.
• Durable Designs: Weather-resistant products built to withstand Canada’s diverse climate.
• Stylish Aesthetics: Contemporary designs that enhance any outdoor setting.

Nüline Distribution is committed to supporting Canadian retailers with the tools and resources needed to showcase Newgarden’s product line, from marketing materials to seamless supply chain solutions.