As the countdown begins to Future Hospitality Summit - FHS World in Dubai later this month, the spotlight turns to Innovation & Technology, one of this year’s conference tracks exploring transformative trends reshaping the hospitality industry.

We asked eight tech leaders what’s next for hospitality - and their answers reveal an industry on the cusp of change, where AI, data, automation, and personalization converge, yet the human touch remains essential. Contributors include Asif Alidina (Co-Founder & CEO, Inntelo AI); Daumantas Grigaravicius (Head of Middle East, Adyen); Maarten Edelman (VP International Sales, Dailypoint); Ralph Melis (COO, ExploreTECH); Jack Bowcott (CEO, Goki); Siggi Schrot (VP Sales EMEA, RMS); Darren King (CEO, ROOMNET); and Rosanna Wang (COO, Aristara).

The Transformative Power of AI

When asked which technology will most transform hospitality in the next three to five years, artificial intelligence (AI) dominated the conversation.

For Inntelo AI’s Asif Alidina, it’s about AI-native platforms: “Beyond chatbots, AI can unify guest communications, operations, upselling, and data into one system.”

Similarly, Adyen’s Daumantas Grigaravicius envisions the rise of AI agents managing entire guest journeys - from discovery to booking and payment - while RMS’s Siggi Schrot sees automation as the foundation enabling predictive insights and hyper-personalized experiences.

Others pointed to integration as the real game-changer. Goki’s Jack Bowcott highlighted the convergence of IoT, AI, and contactless tech into unified guest platforms, while ROOMNET’s Darren King noted: “AI-powered personalization will redefine guest-facing technology, tailoring entertainment, wellness, and in-stay experiences to individual preferences.”

Aristara’s Rosanna Wang emphasized how AI removes “cognitive clutter” - the mental load of logistics, timing, and translations that distract both guests and staff.

The Challenges: Fragmentation and Adoption

Driving innovation remains a challenge for many hotels. When asked about barriers, fragmentation surfaced repeatedly.

Adyen’s research shows that 67% of UAE hospitality businesses struggle with fragmented systems, while Dailypoint highlights poor data quality as a persistent obstacle. Inntelo AI cites change management and lack of AI expertise as major hurdles. Goki’s Bowcott mentioned “integration anxiety and staff resistance,” RMS’s Schrot pointed to unclear ROI, and ROOMNET’s King stressed that legacy systems and staff adoption continue to slow progress.

Aristara’s Wang added that success depends on choosing modular, easy-to-onboard solutions supported by strong training programs: “Technology only works when people are confident enough to use it.”

Solutions and the Role of Human Expertise

For solutions, the leaders emphasized open APIs, scalable platforms, and training as keys to success.

ExploreTECH’s Ralph Melis underlined the importance of expert guidance: “AI can narrow options, but human experts provide confidence by sharing real-world lessons on what works and what doesn’t.”

Wang echoed this sentiment: “The best future is one where people handle empathy and complex situations, while AI ensures no request falls through the cracks.”

Humans Still at the Heart of Hospitality

Despite rapid automation, all experts agreed that humans remain central to hospitality.

“Hospitality is a human-first industry,” said Alidina.

Technology, they agreed, should free staff from repetitive tasks so they can focus on empathy and genuine connections. Goki’s Bowcott summed it up: “The future belongs to properties that use technology to empower their people to be more human, not less.”

Grigaravicius cited Adyen’s data: “While 68% of UAE travellers use AI to book holidays, they still value human interaction for complex requests and special experiences.” Dailypoint’s Edelman reinforced this, noting that human insight remains essential to operationalize personalization: “Technology should empower staff, not replace them.”

Untapped Opportunities: Personalization and Beyond

Looking ahead, personalization and data-driven insights were seen as the greatest untapped opportunities.

Edelman pointed to individualized communication as an underused lever, while Grigaravicius highlighted the potential of payment data for hyper-personalization. Wang emphasized that technology enabling better communication will lead the way: “The best hospitality technology should feel invisible, like oxygen - making the human connection easier without constantly reminding you it’s there.”

King identified in-room entertainment as a frontier: “By integrating streaming, gaming, wellness, and AI-driven personalization, hotels can unlock new revenue streams and elevate guest experiences.” Bowcott envisioned predictive operations and revenue optimization, Schrot called for dynamic pricing and unified data, and Melis noted opportunities for independent hotels and regional chains lacking procurement resources.

Preparing for the Next Wave of Innovation

So, how can hotel owners and investors prepare for what’s next? The advice was unanimous: think long-term, integrate systems, and involve staff.

Alidina urged operators to “choose AI-native solutions, capture data early, and foster a culture of experimentation.”
Grigaravicius warned: “Fix your infrastructure before chasing trends. Data readiness and integration come first.”
Bowcott advised: “Think ecosystem, not tools,” and Wang stressed cultivating a digital-first mindset across the organization.

Schrot and King highlighted the need for cloud-based, flexible systems with strong cybersecurity. Melis added that documenting current tech stacks and leveraging independent expertise helps hotels validate decisions and future-proof investments.

The Future at FHS World

As these eight leaders made clear, technology is no longer a support function - it’s a core driver of growth, value creation, and competitive advantage. AI, automation, and personalization will define the next wave - but only when balanced with human connection and strategic adoption.

At FHS World, these conversations will move from theory to practice. The Innovation & Technology track will showcase real-world solutions, while the Tech Pavilion offers hands-on exploration and PitchPoint gives a first-hand look at the startups attracting the next wave of hospitality investment.

For those shaping strategy, it’s not just about keeping pace with innovation - it’s about leading it.

Highlights on the Innovation & Tech track include: ‘The Human Touch, Enhanced: Using AI to Personalize Every Step of the Hospitality Journey,’ moderated by Moussa Beidas, Ideation lead, PwC Middle East, with panelists Asif Alidina, Co-Founder & CEO, Inntelo AI; Piergiorgio Schirru, Executive Vice President, Blastness; Marc-Antoine Simon, Business Partnership Manager, TikTok MENA, and Fouad Talaat, Regional Manager MEA, Booking.com, as well as a session on ‘Smart Hospitality, Smarter Returns: Measuring the ROI of Automation,’ moderated by Piergiorgio Schirru, Executive Vice President, Blastness, in discussion with Jiri Konecny, Founder and Chief Executive Officer, Elko EP and Khalid Shiba, Chief Information Smart Officer, HDL Automation.