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 key content tracks designed to explore transformative trends in hospitality.

We asked eight technology leaders what’s next for the industry - and their answers paint a picture of hospitality on the cusp of transformation, where AI, data, automation, and personalisation converge, but the human touch remains essential.

Contributors include: Asif Alidina (Inntelo AI), Daumantas Grigaravicius (Adyen), Maarten Edelman (dailypoint), Ralph Melis (ExploreTECH), Jack Bowcott (Goki), Siggi Schrot (RMS Cloud), Darren King (ROOMNET), and Rosanna Wang (Aristara).

AI at the Core

When asked which technology trend will most transform hospitality in the next 3-5 years, Artificial Intelligence (AI) dominated the responses.

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 sees the rise of AI agents capable of managing entire guest journeys, from discovery to booking and payment, while RMS’s Siggi Schrot highlights automation as the foundation for AI to deliver predictive insights and hyper-personalised experiences.

Others emphasised integration. Goki CEO Jack Bowcott points to the convergence of IoT, AI, and contactless technologies into unified guest platforms, while ROOMNET’s Darren King believes AI-powered personalisation will redefine guest-facing technology - tailoring entertainment, wellness, and in-stay experiences to individual preferences. Rosanna Wang from Aristara highlighted AI’s ability to remove cognitive clutter such as logistics, translations, and data overload that distract both guests and staff.

Challenges to Innovation

Adoption of new technologies remains one of the industry’s greatest hurdles. When asked why, the leaders’ responses revealed a clear pattern: fragmentation.

Adyen’s research shows that 67% of UAE hospitality businesses struggle with fragmented systems, while dailypoint points to poor data quality as a major barrier. Inntelo AI adds that change management and lack of AI expertise often slow progress. Goki’s Bowcott spoke of integration anxiety and staff resistance, while RMS’s Schrot highlighted unclear ROI. ROOMNET’s King cautioned that legacy systems, adoption challenges, and balancing cost with ROI all remain hurdles. Aristara’s Wang emphasised that adopting new tools requires openness to the future, choosing modular, easy-to-onboard solutions supported by strong training programs so staff can use them confidently.

For solutions, leaders emphasised the need for open APIs, scalable platforms, and comprehensive training. 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.' Aristara’s Wang echoed this, adding, 'The best future is one where people handle empathy and complex situations, while AI ensures no request falls through the cracks.'

Technology with a Human Touch

Looking more closely at the role of humans in hospitality’s future, all experts agreed: there will always be a place for people.

'Hospitality is a human-first industry,' said Alidina. Technology, they noted, should free staff from repetitive tasks so they can focus on empathy and genuine connections. Bowcott put it simply: 'The future belongs to properties that use technology to empower their people to be more human, not less.'

Grigaravicius referenced Adyen’s research showing that while 68% of UAE travellers use AI to book holidays, they still value human interaction for complex requests and special experiences. Edelman echoed that sentiment, noting that human insight remains essential to operationalise data-driven personalisation: 'Technology should empower staff, not replace them.'

Untapped Opportunities

Asked where they see the greatest untapped opportunities for technology and innovation, the leaders unanimously pointed to personalisation and data-driven insights.

Edelman sees individualised communication as underutilised, while Grigaravicius points to the power of payment data for hyper-personalisation. In line with this, Wang believes that technology that helps us communicate better is the greatest untapped opportunity: 'The best hospitality technology should feel invisible, like oxygen - making the human connection easier without constantly reminding you it’s there.'

King believes in-room entertainment is the next frontier: by integrating streaming, gaming, wellness, and AI-driven personalisation, hotels can unlock new revenue streams and elevate the guest experience. Bowcott envisions predictive operations and revenue optimisation, Schrot calls for dynamic pricing and data unification, while Melis emphasises opportunities for independent hotels and regional chains that lack procurement resources.

Preparing for the Next Wave

With technology evolving at record speed, how can hotel owners and investors prepare?

Across the board, leaders advised owners to think long-term, integrate systems, and involve staff early. Alidina urged operators to choose AI-native solutions, capture data early, and foster a culture of experimentation. Grigaravicius warned against chasing trends before fixing infrastructure: 'Hotels need to focus on data readiness and system integration before chasing the latest trends in AI.' Bowcott said the key is to think ecosystem, not tools, and Wang stressed the importance of building a digital-first mindset across the organisation.

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

From Insight to Action at FHS World

As these eight leaders make clear, technology is no longer a support function - it’s a core driver of growth, value creation, and competitive advantage.

AI, automation, and personalisation will define hospitality’s 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, the Tech Pavilion (powered by ExploreTECH) will offer hands-on exploration, and PitchPoint will present the ideas set to attract the next wave of hospitality investment.

Highlights include:
- 'The Human Touch, Enhanced: Using AI to Personalize Every Step of the Hospitality Journey,' moderated by Moussa Beidas, Ideation Lead, PwC Middle East, featuring Asif Alidina (Inntelo AI), Piergiorgio Schirru (Blastness), Marc-Antoine Simon (TikTok MENA), and Fouad Talaat (Booking.com).
- 'Smart Hospitality, Smarter Returns: Measuring the ROI of Automation,' moderated by Piergiorgio Schirru (Blastness), featuring Jiri Konecny (Elko EP) and Khalid Shiba (HDL Automation).

About The Bench

The Bench has built a legacy as a global curator of opportunity, designing transformative forums and summits that empower the hospitality and travel industries to connect, innovate, and thrive.

With over two decades of expertise, The Bench brings together government leaders, tourism ministries, global travel associations, hotel owners and investors, and leading hospitality brands. From flagship gatherings like FHS World (formerly AHIC) and FHS Saudi Arabia, to FHS Africa (formerly AHIF) and AviaDev, The Bench creates events where ideas spark, relationships deepen, and investments take flight.