In the Hollywood ideal of the golden era of hospitality, guest communication was a refined art reserved for in-person interactions and eloquently answered phone calls. A concierge’s charm or the warm professionalism of a front desk agent shaped the tone of a guest's experience. The experience of the majority of today’s hotel guests might not reflect those refined interactions, however most independent 4* and 5* hotels and resorts do still answer a phone call in person. But is that necessary, effective or efficient?
As the travel industry has evolved, so too has the way hotels connect with their guests. Today, communication is fast, intelligent, and often powered by AI. From telegrams and handwritten notes to real-time digital conversations, the transformation should be nothing short of revolutionary – as long as hotels have the systems in place to embrace it.
At the heart of this shift is the growing expectation for immediacy and personalisation. Gen Z travellers and digital nomads no longer wait on hold for a reservation or visit the front desk to ask about late checkout. They message or chat on social media. They speak to voice assistants. This revolution has been driven by technology and reinforced by a new generation of guests who value convenience, speed and relevance above all.
The key to all of this is the collection and storage of guest data in a central repository to which all of the hotel’s communication systems have access. Data held in siloes is worse than useless – guests will receive uncoordinated and inconsistent information. Systems such as Microsoft Dynamics or Revenate can act as a central hub to which all other systems connect via APIs.
The Rise of Messaging, Chatbots and Hotel Apps
One of the most significant changes in guest communication has been the rise of messaging platforms - WhatsApp, SMS and in-app messaging systems now serve as the primary mode of guest communication for many hotels. These platforms allow for real-time engagement, often integrated with smart CRM systems and hotel booking engines which recognise guest profiles, preferences and past behaviours.
Enter AI. Once clunky and impersonal, today’s AI-powered bots are discreet, intuitive, and incredibly efficient. They can check availability, confirm bookings, provide local recommendations, and even process room service orders - all in multiple languages, 24/7. Far from replacing human interaction, they enhance it, freeing up staff to focus on creating exceptional in-person experiences.
Taking it a step further, hotels are creating their own ‘digital concierge’ apps. A digital concierge can be positioned not as a substitute for personal interaction, but as an invisible layer of support operating quietly in the background, and learning from customer data to anticipate their needs and elevate the guest experience without intrusion.
Omnichannel Communication as Standard
Luxury and lifestyle hotels are embracing omnichannel communication strategies - seamlessly connecting email, mobile apps, social media, and property management systems. Guests expect the same level of service across all touchpoints, whether they’re checking in through a mobile app or requesting towels via smart speaker.
What’s key is consistency. Today’s high-end traveller demands not only responsiveness but also coherence. A single request made via live chat should be recognised at the front desk, followed up by email or message, and acknowledged during check-out - without the guest ever needing to repeat themselves.
What Comes Next: Hyper-Personalised, Predictive Engagement
Looking ahead, the next frontier is hyper-personalised, predictive communication. With the integration of machine learning and real-time data analytics, hotels will anticipate guest needs before they are even voiced. Imagine arriving to find your favourite wine already in your suite because your last visit’s preferences were remembered; being offered a room upgrade via text before you even ask; or a 'surprise and delight' gift for a special occasion or multi visit reward.
Voice technology, augmented reality and conversational AI will continue to push boundaries, enabling hotels to engage guests in ever more intuitive, natural ways. The most innovative brands are already building digital guest journeys that feel like high-touch, white-glove service - only faster, smarter and always on.
Conclusion
The essence of hospitality remains unchanged: making every guest feel seen, heard and valued. What’s evolving is how hotels deliver that promise. From phone calls to chatbots and beyond, the future of guest communication is a seamless blend of technology and human touch - designed not just to respond, but to anticipate. The hotels that master this balance will maximise revenue in the next era of luxury travel.