While chatbots and other forms of automated messaging were once more novel in the hotel industry, they are much more commonplace today with expectations they will soon become significantly more sophisticated due to advances in artificial intelligence.
Now, chatbots are largely used for reaching out to guests via text messages before and during their stays.
"Hotel owners and operators of hotels are looking to embrace chatbots and other forms of automation to reduce low-level manual tasks and increase end-user experience," said John Pomposello, senior vice president of network advisory services at CBRE. "What we are seeing today is the beginning of seamless human to artificial intelligence automation that an individual will experience starting with the booking process through the departure of the hotel or venue."
This messaging currently is quite basic, and includes confirmation of appointments or dates of arrival, assisting with reservation setup, and reducing the amount of time it takes for basic tasks such as check-in and check-out, Pomposello said. However, even texting and a mobile-first interface with guests are becoming increasingly popular, the hotel industry needs to remember that not everyone is into the automated interaction and some people still do value the human, personal interaction.
"The future of chatbots in combination with advanced AI will provide a high-level white glove concierge experience to all guests customized in a manner that they want to interface with the owners and operators of the property," he said.
Today guests are interfacing with hotels through multiple technology platforms, starting with branded apps, which allow travelers to check into rooms, change locations, use other guest services and gain loyalty recognition. Other technology platforms are focused on the contact center, helping guests communicate with the individual hotels in a manner that's preferable to them.
"From text messaging to QR codes to virtual agents to physical agents in our call centers, we have several touchpoints to connect with guests before, during and after their stay. More and more, we’re seeing chatbots and text messaging becoming a preferred channel," said Scott Strickland, chief commercial officer at Wyndham Hotels & Resorts.
Questions such as what hours breakfast is served or when the pool is opened are answered more quickly thanks to AI, making it easy for guests to use while also helping manage the workload of hotel staff, Strickland said.
Michael Leidinger, senior vice president and chief information officer at Hilton, said chatbots can help improve guest experience if deployed correctly.
"Taking a step back, it’s more accurate to agree that travelers are looking for a frictionless travel experience, and one of those solutions can be chatbots. Over the years, our guests have told us they want quick, consistent communication," he said.
In fact, Hilton's 2025 Trends Report found that 77% of travelers want to use personal devices seamlessly while traveling, Leidinger said. To support this need and introduce easier ways for guests to engage with hotel teams, Hilton expanded its mobile messaging platform to thousands of properties across its portfolio. This technology streamlines communication by leveraging AI to handle straightforward inquiries and directing more complex requests to team members.
Hilton’s digital messaging capability allows hotel teams to check in on the guest’s experience throughout their stay, enabling a two-way, immediate exchange to answer questions, address concerns, arrange experiences and more, Leidinger said. Texting also has become very popular with guests as it brings a new level of ease and convenience to each stay. Hotel employees currently message with guests via the Hilton Honors app, SMS, WhatsApp and other messaging channels.
"Chatbots remain an essential tool for streamlining communication with guests, especially for common inquiries before a stay," said Sarah Lynch, chief operating officer of Brick Hospitality. "However, the role of AI-driven chatbots has expanded, providing more personalized and dynamic interactions."
Texting has become one of the most popular communication methods for hoteliers, as it allows for quick, convenient exchanges, she said. Guests appreciate text notifications for updates like room readiness, check-out reminders or restaurant reservations.
This approach has become particularly essential for hybrid hotel/short-term rental properties, which depend on these text communications to provide seamless service in lieu of 24/7 lobby operations, Lynch said.
Many hotels are now investing in apps that integrate room control, service requests and messaging. Devices such as Amazon Alexa or Google Nest in rooms enable hands-free communication with the hotel front desk or concierge. Platforms including WhatsApp, Facebook Messenger and Instagram are gaining traction as direct communication channels, she said.
Tammy Moses, Aimbridge Hospitality's vice president of operational excellence, said the use of chatbots "has evolved in ways that are more focused on enhancing the guest experience."
"These tools aren’t just about efficiency anymore, they’re about creating meaningful interactions," Moses said. "For example, we can now make a great first impression before the guest even steps foot on the property."