This is a fact, the hotel industry is no longer simply selling rooms ! In 2026, it will orchestrate experiences.
The PMS remains the operational backbone of the hotel, the Hotel CRM and its technological ecosystem are now the central nervous system : the one that captures, interprets and activates the customer relationship at every moment of the guest journey.
In a tense context, where inflation has sustained upward pressure on prices, technology is no longer simply a tool for convenience. It has become the indispensable lever to justify a positioning, strengthen loyalty and transform a standard stay into a memorable experience.
Overview of major trends in the hotel technology sector in 2026 which are fundamentally redefining the customer relationship.
The ultra-personalised experience: data as a brand signature
By 2026, personalisation will no longer be limited to inserting a first name into an email. It will become a strong identity marker, a direct extension of your hotel DNA.
From this perspective, technologies dedicated to modern hoteliers, such as the CRM systems on the market, no longer simply store transactional information. They must offer a fine, flexible and scalable segmentation capable of adapting to the unique positioning of each hotel; whether it is lifestyle, luxury, boutique or experiential resort.
The end of rigid data models
“Town hotels or country hotels”, can no longer be satisfied with standardised fields.
Next-generation hotel CRM enables the creation of truly enriched customer profiles incorporating micro-preferences that are often invisible but crucial :
- preferred type of pillow or bedding
- comes with his pet
- consumption habits (room service, spa, restaurant)
- Stay rhythms : early riser, night owl, digital detox
Thanks to this granularity, the technology unfolds its full potential and expands the range of possibilities to faithfully translate the brand promise.
Justifying “premium” through emotion
In a sustained inflationary environment, room rates are certainly higher than before, but what matters is what you, as a hotelier, offer to make the guest perceive the true value of their stay.
By 2026, customers will more readily accept a higher price if they perceive a clear emotional value. Finding your favorite wine already suggested on the room tablet, a specific playlist, or a personalised touch from check-in eliminates the notion of transaction in favor of the relationship.
Tech-check :
The use of dynamic QR codes, or tablets in the bedroom for access to a Guest App or a customer portal connected to the CRM allows for the offering of additional services (spa, late check-out, local experiences) perceived as natural and useful recommendations.
AI in hotel CRM: from reaction to effortless interpretation
The artificial intelligence is no longer a marketing gimmick. In 2026, it is a real digital collaborator, integrated into the heart of the hotel tech.
Some crucial roles in your hotel organisation:
- Writing personalised content and messages to lighten repetitive tasks such as responding to e-reputation reviews or marketing content.
- Customer data analysis including semantic fields and e-reputation feedback, as well as customer file summaries to better understand trends and behaviors.
Automated copywriting
The AI integrated into the CRM allows for the quick generation of :
- Answers to customer reviews, while respecting the property’s style
- Advanced marketing campaigns tailored to the chosen tone or preferences
The main gain is practical : teams spend less time on writing and can focus on direct interactions with customers.
Data analysis and interpretation
AI also helps to organize the mass of customer data :
- It identifies trends in customer feedback and online reviews.
- It identifies recurring preferences and behaviors.
- It organises the information so that it can be easily used in the CRM.
Thus, AI allows us to understand what customers say and do in a more precise and structured way, to support operational decisions.
Discover our article on AI in the hotel industry
Well-being and immersive experiences: the heart of the Experience Economy
The hotel industry is now fully integrated into the Experience Economy. The concept of Experience Economy was popularised by Joseph Pine and James Gilmore in the 1990s. The idea is simple : Consumers no longer just want to buy a product or service; they want to have a memorable experience..
In other words : in today’s economy, what sells best is not a hotel room, a meal, or a massage, but the moment experienced, the sensation and the associated memory.
Beyond the traditional spa
By 2026, well-being will no longer be limited to a basement sauna. It will permeate the entire customer journey.
The global wellness tourism market, which targets trips focused on health, relaxation, and regeneration, is expected to more than triple between 2025 and 2035. This perfectly illustrates the rise of the Experience Economy. Customers are now looking for stays that combine comfort, personalisation and moments of rejuvenation, transforming each trip into a memorable experience.
From a general perspective, hotel technologies must therefore be capable of orchestrating experiences, immersive, sensory, and transformative with :
- Active participation : Yoga workshops, local cooking classes, themed retreats
- Emotional commitment : proposals tailored to the client’s state of mind (rest, energy, cultural discovery)
According to Hospitality Insights by EHL (2024), the need for meaning has intensified in the post-pandemic world. CRM could then become your conductor, capable of delivering the right experience at the right time.
Accessibility and instant messaging: breaking down data silos
A CRM is only valuable if data flows freely. By 2026, closed software will be a thing of the past. Make way for interoperability and instantaneity.
The connected ecosystem: APIs and middleware
Thanks to robust middleware solutions and API integrations, data becomes immediately usable.
From the concierge to the housekeeper, every employee can access relevant information on their mobile phone or tablet, without any friction. Data is no longer stored: it is actionable.
The conversational messaging revolution
The customer of 2026 prefers private and instant channels such as :
- WhatsApp
- SMS
- Facebook Messenger
- Instagram DM
The virtual concierge services, powered by intelligent chatbots, answer simple requests (Wi-Fi, opening hours, services) while enriching the customer profile. The result : answers in seconds.
CRM and CSR: a more sustainable and local technology
The social responsibility is no longer a marketing argument. It has become a strong demand from travelers… and a lever for internal optimisation.
AI in the fight against waste
By combining booking and consumption data, CRM allows for accurate forecasting of the volumes needed for breakfasts or catering services. Less waste, more efficiency, without compromising the customer experience.
Promote the local ecosystem
CRM is also becoming a tool for promoting local community.
Personalised recommendations for local artisans, guides, or experiences : the hotel becomes an entry point towards more responsible tourism, more authentic, more human.
Discover our article on CSR
Acquisition and retention: feeding the CRM from the first contact
By 2026, the trend is clear: hoteliers want to transform their digital tools into concrete levers to improve direct acquisition and retention.
The smart newsletter widgets
Rather than a generic form, hotels are integrating dynamic widgets, capable of adapting the message according to browsing behavior :
👉 Visiting the spa page = signing up for wellness offers
👉 Browsing suites = premium invitations
Each interaction becomes an opportunity to collect qualified data.
Loyalty program and direct booking
CRM allows you to transform a casual customer into a loyal ambassador through:
- automated campaigns based on dates of stay
- exclusive benefits reserved for direct customers
- customised customer portals
High technology at the service of high hospitality
The hotel industry of 2026 relies on a delicate balance between technological innovation and human attention. CRM remains the key tool that allows us to move from a standardised service to an individualised, sincere and memorable relationship.
By focusing on ultra-personalisation, predictive AI, and seamless integration of communication channels, you’re no longer just managing customers. You’re creating a community of believers.
Because technology is never an end in itself.
It has become the most powerful way to give teams back their time… for what really matters : human.