AI in hospitality isn't just about chatbots—it's about automation, efficiency, and data-driven decision-making. At ITB, Chris Egan of Cendyn emphasized that the most impactful AI applications are often behind the scenes, streamlining revenue management, marketing optimization, and business intelligence. Instead of just enhancing guest experiences, Cendyn is using AI to cut routine tasks, speed up decision-making, and maximize profitability.
A major priority for Cendyn is reducing time-consuming processes. By integrating generative AI into CRM and analytics, hotels can now identify trends, optimize digital ad spend, and fine-tune pricing strategies in real time.Egan also noted how AI is changing search and booking behaviors, with travelers shifting toward conversational, intent-driven queries. For hotels, the real challenge isn't just adopting AI—it's ensuring their entire tech stack is AI-ready to keep pace with industry shifts. Looking ahead, Cendyn is already testing 10 AI-driven proof-of-concept projects, all aimed at directly boosting hotel profitability. Egan predicts that by next year, the industry won't be asking if AI belongs in hospitality—but how far it can go.Key Takeaways
AI isn't just a trend—it's becoming the foundation of smarter hospitality operations. And for Cendyn, the question isn't whether AI belongs—it's how fast the industry can embrace its full potential.
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3-5 March 2026
 Messe Berlin Bezirk Charlottenburg-Wilmersdorf Berlin, 14055 Germany |
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Hospitality Net
https://www.hospitalitynet.org
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Netherlands, The
Email: info@hospitalitynet.org
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