Discover How Hospitality Technology Transforms Guest Experiences in 2025 & Beyond

The hospitality industry faces challenges like labor shortages, rising operational costs, and the growing demand for sustainability. Innovations in hospitality technology such as artificial intelligence (AI), augmented reality (AR), virtual reality (VR), big data and analytics, and blockchain are addressing these issues while optimizing resource management, securing payments, and improving waste management. Startups across the globe are leveraging these emerging technologies to advance the sector.

For instance, ViarLive’s virtual tour builder enables hotels to create 360-degree immersive experiences to meet the demand for interactive digital engagement. Robots, like GoodBytz’s kitchen assistant, automate complex culinary tasks to mitigate labor shortages. Cleantech and Internet of Things (IoT) solutions optimize energy consumption and resource usage to reduce operational costs. As these technologies evolve, stakeholders must integrate these emerging technologies into their operations to optimize resource usage, improve service quality, and meet evolving guest expectations. This article provides specific insights into how these technologies drive efficiency, reduce costs, and enhance guest engagement.

Why should you read this report?

• Gain insights into the top 10 technologies impacting hospitality.
• Learn about three practical use cases for each technology.
• Meet 10 innovative startups advancing these technologies.

Key Takeaways

1. Artificial Intelligence
   • Use Cases:
     • Personalized Guest Experience
     • Chatbots and Virtual Assistants
     • Kitchen and Menu Planning
   • Startup to Watch: Norma
2. Augmented Reality & Virtual Reality
   • Use Cases:
     • Virtual Tours
     • Interactive Experiences
     • Staff Training
   • Startup to Watch: ViarLive
3. Big Data & Analytics
   • Use Cases:
     • Guest Behavior Insights
     • Revenue Management
     • Operational Data Analysis
   • Startup to Watch: Ignaz Analytics
4. Biometrics
   • Use Cases:
     • Secure Check-In/Out
     • Access Control
     • Personalization
   • Startup to Watch: Youverse
5. Blockchain
   • Use Cases:
     • Secure Transactions
     • Loyalty Programs
     • Supply Chain Traceability
   • Startup to Watch: Sleap.io
6. CleanTech
   • Use Cases:
     • Energy-Efficient Systems
     • Advanced Waste Management
     • Eco-Friendly Amenities
   • Startup to Watch: Full Bin
7. Cloud Computing
   • Use Cases:
     • Centralized Data Management
     • Software-as-a-Service
     • Scalable IT Resources
   • Startup to Watch: inHovate
8. Connectivity Technologies
   • Use Cases:
     • High-Speed Internet Access
     • Smart Room Integration
     • Contactless Check-In & Keyless Entry
   • Startup to Watch: Syntegra
9. Internet of Things
   • Use Cases:
     • Connected Rooms
     • Smart Energy Management
     • Maintenance Alerts
   • Startup to Watch: devicethread
10. Advanced Robotics
    • Use Cases:
      • Automated Service Delivery
      • Reception Robots
      • Cleaning and Sanitation
    • Startup to Watch: GoodBytz

Hospitality Industry FAQs

What are the challenges in the hospitality industry?

Recruiting and retaining talent are significant issues in the hospitality industry due to high turnover rates and increased demand for qualified workers. The rising operational costs, driven by inflation, increase expenses for food, labor, and energy. Hospitality businesses need to immediately address the growing preference for eco-friendly services among customers. Further, cybersecurity threats and rapid digital transformation complicate operations and require companies to invest in technology infrastructure.

How is globalization affecting the hospitality industry?

Globalization expands market reach but intensifies competition, and increases the need for technological adaptation. Hotels and restaurants must accommodate diverse cultural preferences and offer tailored services. Moreover, globalization pushes businesses to differentiate themselves from local and international competitors and adopt hospitality technology solutions to streamline operations and improve customer experience.

How We Identify Emerging Technologies & Startups

The data in this report originates from StartUs Insights’ Discovery Platform, covering 4.7 million global startups, scaleups, and technology companies, alongside 20,000 emerging technology trends. Our platform makes startup and technology scouting, trend intelligence, and patent searches more efficient by providing deep insights into the technological ecosystem. Utilizing the trend intelligence feature, we analyze industry-specific technologies for this report, detect patterns and trends, and identify use cases along with the startups advancing these areas. Further details and capabilities are accessible via the website.

10 Emerging Technologies Impacting the Future of Hospitality [2025 & Beyond]

1. Artificial Intelligence

Machine learning algorithms enable personalized recommendations to optimize guest interactions across multiple channels. Also, natural language processing (NLP) systems automate communication. AI-powered data analytics tools provide actionable insights that allow hotels to optimize resource allocation, pricing strategies, and operational efficiency. Further, AI-driven predictive maintenance systems identify equipment issues before they escalate.

3 Practical Use Cases of Artificial Intelligence in Hospitality

• Personalized Guest Experience: AI analyzes guest preferences and behaviors and allows hotels to tailor amenities and services for higher satisfaction and loyalty.
• Chatbots and Virtual Assistants: AI-powered tools handle routine inquiries and bookings to provide 24/7 support, improve communication, and free up staff for more complex tasks.
• Kitchen and Menu Planning: AI assists chefs by analyzing preferences and ingredients, optimizing inventory management, and reducing food waste for more sustainable operations.

Startup to Watch: Norma

UK startup Norma offers AI-driven solutions to streamline hospitality operations and enhance guest experiences through real-time data and automation. Its platform includes mobile dashboards that allow managers to monitor key metrics remotely. The startup’s Newton AI algorithm predicts future product sales, reduces waste, and optimizes operations for chefs and staff. Its live dashboards track and visualize key metrics across multiple POS systems and enable data-driven decision-making for top management. Norma’s mobile notifications alert managers to unexpected changes, facilitate immediate action, and enhance operational efficiency.

2. Augmented Reality & Virtual Reality

AR overlays digital content onto real-world environments that enable hotels to offer enhanced navigation and information services through mobile apps. VR creates fully immersive digital environments for guests to explore virtual spaces before booking. These advancements are driven by 3D modeling and real-time rendering. Further, haptic feedback systems in VR enhance sensory experiences and make virtual interactions feel more tangible.

3 Practical Use Cases of AR & VR in Hospitality

• Virtual Tours: Hotels use VR to offer immersive virtual tours that allow prospective guests to explore rooms and amenities before booking, which leads to higher conversion rates.
• Interactive Experiences: AR enhances guest experiences by overlaying digital content onto real-world environments, such as augmented rooms that display additional amenities and service information.
• Staff Training: VR provides realistic simulations for staff training that allow employees to practice handling various situations in a risk-free environment. This improves service quality and reduces errors.

Startup to Watch: ViarLive

Moldova-based startup ViarLive develops a virtual tour builder for hotels to create immersive and interactive virtual experiences. Its platform enables hotels to showcase their facilities in 360-degree virtual tours. This provides potential guests with detailed views of rooms, amenities, and event spaces. It integrates multimedia elements such as videos, images, and interactive hotspots to enhance engagement and make the tours more informative. ViarLive enables hotels to increase bookings, build customer confidence, and offer a more personalized pre-arrival experience.

3. Big Data & Analytics

Hospitality businesses leverage big data and analytics to get insights into operational efficiency, customer behavior, and market trends. Advanced analytics, machine learning algorithms, and data mining tools enable real-time data processing, allowing them to optimize services, improve resource allocation, and predict future demands. By integrating data from various sources, such as guest interactions and operational systems, big data solutions create a more personalized and efficient approach to hospitality management.

3 Practical Use Cases of Big Data & Analytics in Hospitality

• Guest Behavior Insights: Big data aids hotels in analyzing guest behavior, tailoring services, and offering personalized promotions based on preferences and booking patterns, which also increases loyalty.
• Revenue Management: Data analytics enables dynamic pricing strategies by analyzing demand, competitor rates, and market trends that allow hotels to maximize revenue during high-demand periods.
• Operational Data Analysis: Hotels reduce costs and adopt sustainable practices by analyzing staff performance, inventory levels, and energy consumption through big data and analytics.

Startup to Watch: Ignaz Analytics

Finnish startup Ignaz Analytics provides an analytics platform for the hospitality industry to optimize menu engineering, operational efficiency, and sustainability. Its platform combines fact-based decision-making with real-time data feedback, that aids restaurants plan menu presentations and understanding food popularity through consumption patterns. The startup’s platform delivers actionable insights to ensure service quality even during staff turnover. It monitors food safety by tracking contamination risks and time control, while its sustainability features reduce food waste through optimized resource use. Further, Ignaz Analytics ensures hygiene by monitoring kitchen processes and critical handwashing stations.

4. Biometrics

By integrating biometric systems like facial recognition, fingerprint scanning, and iris recognition, hotels streamline key processes such as secure check-ins and room access, eliminating the need for traditional key cards. This increases security while also enabling personalized services by instantly recognizing guests and adjusting room settings to their preferences. Biometrics also facilitates payments and allows guests to authorize transactions with a fingerprint, which improves efficiency and reduces billing errors.

3 Practical Use Cases of Biometrics in Hospitality

• Secure Check-In/Out: Biometrics enables efficient, secure check-ins and check-outs by using facial recognition or fingerprint scanning to reduce wait times and enhance the guest experience.
• Access Control: Hotels adopt biometric access systems for room, gym, or VIP area entry to offer higher security than key cards and minimize lost credentials.
• Personalization: Biometrics personalizes the guest experience by adjusting room settings based on biometric data to create a comfortable stay that fosters loyalty and satisfaction.

Startup to Watch: Youverse

Portuguese startup Youverse provides guest check-in and identity verification solutions through its platform, YouID. It streamlines guest registration by verifying users’ identity through facial recognition that matches a live picture with their identity document. The startup’s platform includes anti-spoofing and liveness checks to ensure the verification process is performed by a real user. YouID automates document OCR and validation alongside face biometric verification to improve accuracy and reduce manual intervention. Youverse integrates with hotel systems to offer secure and fast guest verification while safeguarding personal data with end-to-end encryption.

5. Blockchain

Blockchain enables hotels and service providers to streamline processes such as payment transactions, guest tracking, and identity verification while eliminating intermediaries. It facilitates direct peer-to-peer payments to reduce costs and speed up international transactions. Smart contracts automate bookings and billing, which reduces the administrative load on hotel staff. Further, blockchain improves food safety by tracking ingredients from farm to table and ensures transparency and quality in restaurant operations.

3 Practical Use Cases of Blockchain in Hospitality

• Secure Transactions: Blockchain decentralizes data to enable secure financial transactions and cryptocurrency payments. This reduces fraud risks and improves transaction security with tamper-proof ledgers.
• Loyalty Programs: Smart contracts automate loyalty programs to ensure transparency in reward distribution and redemption while improving customer engagement and trust.
• Supply Chain Traceability: Blockchain tracks products through the supply chain, verifying origin and authenticity, promoting sustainability, and ensuring quality, which strengthens brand reputation and guest trust.

Startup to Watch: Sleap.io

Swiss startup Sleap.io offers the web3 hotel booking platform leveraging blockchain. It connects guests’ wallets to offer benefits, such as personalized hotel offers tailored for Web3 users. The startup’s platform allows booking accommodations and completing the check-out process using various cryptocurrency payment options. Sleap.io offers a secure, transparent, and decentralized booking solution that enhances convenience for travelers.

6. CleanTech

Solar energy systems integrated into hotel infrastructure reduce reliance on non-renewable energy and lower operational costs and emissions. Cleantech innovations allow hotels to implement water recycling systems to reduce water waste and support conservation efforts. Further, cleantech enhances guest experience through sustainable travel options like electric vehicle charging stations and partnerships with green transportation providers.

3 Practical Use Cases of CleanTech in Hospitality

• Energy-efficient Systems: Hotels use solar panels and smart technologies to reduce energy consumption and operational costs while meeting sustainability goals and appealing to eco-conscious travelers.
• Advanced Waste Management: Cleantech-powered waste management systems allow hotels to recycle, compost, and convert waste to energy, reduce landfill contributions, and promote a circular economy.
• Eco-friendly Amenities: Biodegradable toiletries and refillable dispensers reduce plastic waste and align with sustainability trends while enhancing guest comfort and brand image.

Startup to Watch: Full Bin

Swedish startup Full Bin develops smart waste management solutions for the hotel and hospitality sectors. Its system uses advanced sensors and QR codes to monitor waste collection processes in real-time. It optimizes efficiency by reducing unnecessary trips and minimizing environmental impact. The platform offers instant reporting on Environmental, Social, and Governance (ESG) metrics for hotels to track waste management performance and align with sustainability goals. Further, its CleanME system engages hotel guests and allows them to make environmentally conscious choices through real-time feedback and interaction with staff.

7. Cloud Computing

Cloud computing enables hotels to streamline processes like reservation management and customer service by centralizing operations on cloud-based platforms. This allows for real-time access to critical information from anywhere. Also, cloud-based energy management systems offer insights to reduce energy consumption, support sustainability efforts, and minimize waste. Further, IoT integration within cloud platforms allows hotels to deliver personalized guest experiences, such as smart thermostats and voice-activated services.

3 Practical Use Cases of Cloud Computing in Hospitality

• Centralized Data Management: Cloud computing centralizes guest information, reservations, and inventory to streamline operations, reduce errors, and enable personalized services based on guest preferences.
• Software as a Service: Cloud-based SaaS platforms allow hotels to deploy property management systems and guest engagement tools without extensive IT infrastructure
• Scalable IT Resources: Through cloud computing, hotels dynamically adjust computing power and storage to optimize costs during peak seasons and quieter periods.

Startup to Watch: inHovate

UAE-based startup inHovate offers a cloud-based hospitality platform that consolidates fragmented systems and correlates data across commercial, operational, financial, and investment functions to deliver real-time actionable intelligence. It leverages advanced analytics, AI-powered insights, and comprehensive data integration. The platform’s key features include granular revenue analytics, cross-filtering, automated insights, and collaborative action planning. inHovate’s forecasting and performance monitoring tools optimize profitability and enhance guest satisfaction.

8. Connectivity Technologies

Wi-Fi provides the backbone for high-bandwidth applications like streaming and real-time data management, while Ethernet offers a reliable, low-latency solution for stationary devices such as security systems. Cellular networks, particularly 5G, enable mobile applications and support uninterrupted connectivity for services like mobile check-ins and room service apps. LoRaWAN offers low-power, long-range connectivity for back-of-house operations, such as environmental monitoring and occupancy tracking to automate temperature and air quality control systems in hotels.

3 Practical Use Cases of Connectivity Technologies in Hospitality

• High-speed Internet Access: Hotels invest in advanced Wi-Fi infrastructure to provide fast connectivity for guests to stream content, attend virtual meetings, and stay connected without interruptions.
• Smart Room Integration: Guests control lighting, temperature, and entertainment via mobile devices, which offers them comfort and convenience during their stay.
• Contactless Check-In & Keyless Entry: Wi-Fi, Bluetooth, and NFC allow guests to access rooms securely via digital keys on their smartphones.

Startup to Watch: Syntegra

US startup Syntegra offers a suite of connectivity products and solutions for the hospitality industry, including food and beverage, travel, tourism, entertainment, recreation, and accommodation. It provides global cellular connectivity and supports local and roaming access across 2G, 3G, 4G, 5G, and LPWAN networks like NB-IoT and LTE-M. Further, the startup offers access to a global Wi-Fi network with millions of hotspots in various countries that are accessible through an app or SDK. Syntegra’s Incenti-Fi Promotional Wi-Fi vouchers allow businesses to incentivize customer actions, while its Veri-Fi Customer Insights platform offers anonymized data to identify co-branding and marketing opportunities.

9. Internet of Things

Hotels are integrating IoT devices across guest services and back-end operations to enhance efficiency and guest experiences. Predictive maintenance solutions enable real-time monitoring of equipment to prevent costly breakdowns and address issues before they escalate. IoT-driven inventory management systems track supplies and perishable goods to optimize purchasing decisions and reduce waste. Further, smart landscaping systems use IoT to monitor outdoor conditions and activate watering systems only when necessary and contribute to sustainability efforts.

3 Practical Use Cases of the Internet of Things in Hospitality

• Connected Rooms: IoT enables guests to control lighting, temperature, and entertainment through smartphones or voice commands, improve comfort, and create a tech-savvy, personalized experience.
• Smart Energy Management: IoT-powered systems automatically adjust energy usage based on occupancy and environmental conditions to reduce consumption, lower costs, and support sustainability.
• Maintenance Alerts: Sensors monitor equipment performance in real-time to detect issues early, reduce downtime, and prevent disruptions.

Startup to Watch: devicethread

US-based startup devicethread provides device infrastructure solutions for smart hospitality. Its product, SmartAccess, offers mobile key functionality for check-ins, real-time monitoring, and remote management capabilities. Its other product, SmartEntertainment, delivers personalized content streaming on hardware-agnostic TVs with advanced content management features. devicethread’s smart hospitality as-a-service model allows hotels to pay a subscription fee that covers hardware, installation, and software services on a per-room, per-month basis. Further, its software-agnostic integration with hospitality platforms ensures flexibility and future-proofing for hoteliers.

10. Advanced Robotics

Beyond common applications like automated service delivery and cleaning, robots are now providing personalized concierge services using AI to recommend local attractions or assist with travel plans. They are improving food preparation through automated kitchen systems to enable precise, consistent meal preparation that reduces waste and speeds up service. Robots also assist with luggage management and offer guests a hands-free experience by autonomously delivering bags to their rooms.

3 Practical Use Cases of Advanced Robotics in Hospitality

• Automated Service Delivery: Navigating hotel corridors, robots deliver room service or amenities to improve service speed and reduce the need for human intervention in routine tasks.
• Reception Robots: Robots handle check-ins, provide information, and assist with inquiries to offer consistent, efficient service while managing a high volume of guest interactions without fatigue.
• Cleaning and Sanitation: Robots autonomously vacuum floors, sanitize surfaces, and perform other cleaning tasks to ensure consistent hygiene standards, reduce human workload, and maintain cleanliness.

Startup to Watch: GoodBytz

German startup GoodBytz develops a robotic kitchen assistant to automate culinary tasks and improve kitchen efficiency. The system handles processes such as cutting, weighing, seasoning, and cooking ingredients with precision. Its topping module autonomously garnishes meals with ingredients like seeds, herbs, and sauces. The serving module offers up to four bowl options for both to-go and dine-in formats, with single-use or reusable containers. Further, its output station streamlines service with label printers to ensure accurate labeling for each dish. Also, the cleaning module automates the cleaning of pots and cookware to support 24/7 operations and increase kitchen productivity.

Outlook for the Hospitality Industry

Industry Growth

The hospitality industry is experiencing a major transformation as technological advancements reshape its landscape. Despite a slight 0.84% decline in growth, the sector remains strong with over 294000 hospitality technology companies worldwide, supported by a workforce that has grown by 1.1 million, reaching over 20 million employees. The average company employs about 20 individuals, reflecting the industry’s employment base.

Patents & Grants

Innovation drives progress with over 30000 patents and 1980+ grants awarded, boosting operational efficiency and guest experiences.

Investment Landscape

The investment landscape shows strong momentum, with an average of USD 11.6 million per round and over 14000 investors backing more than 48000 funding rounds. Top investors like Techstars, Google for Startups, Lanzadera, Andalucia Open Future, and Antler play a crucial role in supporting startups across various funding stages, including seed, early-stage VC / series A, pre-seed, angel, and M&A.

Global Footprint

Key hubs, including the US, UK, India, Germany, and Canada, reinforce the industry’s global presence, with city hubs like New York, London, Dubai, Sydney, and Melbourne playing essential roles in growth.

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