Is an "app-ocalypse" nigh for hospitality tech as AI agents advance?

Most, if not all, of us in travel tech could see OpenAI’s debut of Operator coming from a mile off.

It really was only a matter of time before AI evolved from passive assistants into autonomous agents, capable of executing complex workflows without human micromanagement. But this inevitable next phase in AI’s evolution doesn’t make the implications for the travel industry feel any less stark.

Over the past couple of decades, hospitality professionals have grown comfortable flitting between single-purpose apps and programs, each designed to solve a specific problem.

Yes, ‘all-in-one’ tools exist, but the age-old adage of being a ‘Jack of all trades, master of none’ exists for a reason. On paper, it might look straightforward to piece these solutions together, yet every system has its own limitations – and much of your business logic ends up locked in static rules or siloed applications.

Hoteliers today still juggle separate tools for reservations, check-in, pricing and guest communication, requiring staff to toggle between platforms and stitch together fragmented data. The result? A scattered and inefficient patchwork of programs that sap headspace and distract staff from prioritizing the guest experience.

Potential for AI agents 

Instead of relying on humans as connective tissue, AI agents acting as self-learning, adaptive digital assistants will manage the entire hospitality tech ecosystem autonomously. From predictive pricing and automated guest interactions to real-time operational adjustments, they will eliminate inefficiencies and create an almost unbelievably hands-off experience for both staff and guests.

In fact, within the next five years, the traditional PMS as we know it will become obsolete – not disappearing entirely, but evolving into a passive system of record for financial and compliance purposes. AI agents will take over its operational role, autonomously interacting with other systems, including guests’ own AI agents. Instead of front desks and manual check-ins, travelers will increasingly rely on their personal AI assistants to handle bookings, preferences and real-time service requests.

So, what can hospitality professionals do today to prepare for this brave, new, AI agent-driven world of tomorrow? 

Taking stock of the stack

Start by assessing your tech stack for redundancies and inefficiencies. Identify manual tasks such as guest communications or repetitive data entry that could be automated, and prioritize systems offering open integrations so AI can tap into real-time data.

Instead of starting with small, low-risk pilots, look at high-impact areas where AI can add real value today. For example, AI-powered CRM agents can pull in guest data, check for returning visitors, analyse reservations and even provide front desk staff with personalised guest briefings. By phasing out fragmented tools, you’ll reduce manual workflows, streamline operations and pave the way for agents to take charge in the very near future.

Build an API-first foundation

AI agents feed on real-time data. They rely on open access to multiple data streams to make smart decisions and do their jobs properly. If you’re still grappling with closed, legacy systems, you’ll quickly find yourself lagging behind your competition. Investing in an API-first infrastructure, where property management, CRM and revenue management tools are all interconnected, will ensure you’re laying the right foundations for advanced automation. By ensuring systems can “talk” to each other, you’ll give AI the freedom to make informed decisions that boost efficiency and elevate the guest experience.

Rethink your team’s roles

The rise of AI doesn’t spell the end of human hospitality, but it will shift where people’s efforts are best spent, so start thinking now about how to redeploy them. Rather than getting bogged down by check-ins or data entry, staff can take on more personalized, high-impact interactions. Hospitality professionals should be prepared to adapt their skills and explore new responsibilities – ones that center on genuine human connection and unique guest experiences.

Future-proofing through experimentation

The biggest risk isn’t adopting AI, it’s waiting too long to start. Hospitality businesses should begin experimenting with AI agents in controlled environments. Again, consider implementing and encouraging staff to get creative with an AI-powered CRM agent.

You could find that it quickly becomes the backbone of your operations, freeing up staff from repetitive admin tasks and allowing them to focus on higher-value, guest-facing interactions. More importantly, it helps shift staff mindset toward continuously thinking about how technology and AI can drive efficiency and enhance the guest experience. The key is to integrate AI into your long-term strategy rather than treating it as a bolt-on tool. 

Be proactive, not reactive

AI agents represent a fundamental change in how hospitality operations function. Instead of clicking between a dozen different platforms, staff will interact with a single intelligent system that continuously optimizes operations in the background. No more siloed apps. No more static rule-based automation. No more wrestling with outdated interfaces just to complete basic tasks.

Technological revolutions are rarely ones that unfold in a binary fashion. While AI agents will reshape the software landscape, SaaS apps aren’t disappearing overnight. Instead, businesses will need to adapt, using AI where it enhances efficiency while maintaining traditional tools where they still serve a purpose. The most successful companies won’t be those that blindly replace one with the other, but those that thoughtfully integrate both to maximise their strengths.