The hotel that knows, anticipates and surprises: AI, data and services for the new guest experience

For years, technology in hotels has been used to automate processes and streamline operational tasks. Today, the change runs deeper: understanding guests better, anticipating their needs, and turning every moment of their stay into an opportunity for meaningful connection. Artificial intelligence, data, and smart platforms are transforming the way hotels engage with travellers. A transformation that goes beyond the boundaries of the room: personalised marketing, ancillary services, mobility, and new digital solutions become tools to enrich the stay, enhance the destination, and generate new revenue opportunities. Five startups share how AI, data, and technology are redefining hospitality — not by replacing the human factor, but by freeing up time, deepening guest knowledge, creating new opportunities for value, and building an experience that is increasingly connected, sustainable, and personalised.