By David Charlton, Managing Director, HeyGuest
As we look ahead to 2027, hospitality operators face familiar challenges. While the Autumn Budget offered some positive signs, particularly around business rates, it was also a missed opportunity to provide more meaningful support for a sector that has faced years of financial pressure. With no reduction in hospitality VAT and employment costs continuing to rise, operators face another challenging year, making it more important than ever to protect margins and maximise every revenue opportunity.
What I expect to change is the role technology plays in addressing these pressures. We’ve spent years talking about what artificial intelligence can do, but the conversation is shifting towards the difference it actually makes to businesses and their guests.
I remember when hospitality operators questioned whether they needed a website or online booking system. Today, both are part of everyday operations. I believe AI is following a similar journey.
Recent HeyGuest data shows a complaint rate of just 1.5% across AI-handled guest interactions, challenging the assumption that guests don’t want to interact with AI. Ultimately, people want their questions answered and bookings made quickly and accurately.
Here are five developments I expect to shape hospitality in 2027.
1. From voice AI to conversational ordering
AI will become a more established part of everyday hospitality operations, helping teams manage reservations, answer enquiries and handle booking amendments.
We’re already seeing US quick-service restaurant operators experiment with voice AI at drive-thrus, but I think the bigger opportunity lies in what I’d call conversational ordering.
Rather than navigating websites, downloading apps or following structured ordering processes, guests will increasingly be able to place orders and make bookings through natural conversations, whether that’s over the phone, WhatsApp or other messaging platforms.
This is particularly relevant for younger consumers, who are already comfortable communicating with brands through messaging apps.
I don’t expect traditional ordering processes to disappear overnight, but 2027 could see more operators exploring how conversational AI can make ordering simpler while reducing pressure on frontline teams.
2. The way guests discover and book venues will continue to change
AI is already changing how consumers research restaurants, compare venues and decide where to eat, drink and stay.
I expect this to become more common in 2027, with guests increasingly looking for a simpler journey between discovering a venue and making a reservation.
Looking further ahead, I can see a world where somebody simply asks an AI assistant to book a table at their favourite restaurant, without navigating multiple websites or booking platforms.
That doesn’t necessarily mean ChatGPT or other AI assistants will become the next major hospitality marketplaces. Established platforms such as Google already play a significant role in helping consumers discover and book venues, and I expect AI to become increasingly integrated into these existing journeys.
For operators, the priority will be ensuring their business information is accurate, availability is accessible and guests can make bookings easily, regardless of where their journey begins.
3. Personalisation will move beyond traditional loyalty schemes
AI is already helping hospitality businesses deliver more personalised experiences. Today, a returning guest can call a restaurant and be recognised by name, with the technology able to access their booking history and preferences. But I think we’re only scratching the surface of what’s possible.
Imagine a regular guest who used to visit their local bar every Friday for a Negroni but hasn’t returned for several weeks. Rather than receiving a generic marketing email, they could receive a personalised WhatsApp message inviting them back, perhaps with an offer based on their previous visits.
Over time, I believe this could fundamentally change how hospitality businesses approach loyalty. Instead of relying on broad customer segments and standard rewards, AI could help operators develop personalised incentives based on individual preferences and behaviour.
For 2027, I expect we’ll see more operators looking beyond simply recognising returning guests towards using AI to encourage repeat visits, strengthen relationships and increase customer lifetime value.
4. AI will become the ‘brain of our brands’
With margins under pressure, operators will increasingly focus on capturing existing demand rather than concentrating solely on attracting new customers.
An unanswered call, delayed response or abandoned booking can represent lost revenue, yet many businesses still lack visibility of these missed opportunities.
I expect more operators to examine what happens after a guest makes contact, including which enquiries convert into bookings and where potential customers drop out. But I believe AI’s role will extend beyond operational efficiency.
We’re moving towards a world where AI becomes the ‘brain of our brands’, helping hospitality leaders make better commercial decisions.
Rather than simply reporting on performance, AI could help operators identify which customers are most likely to return, what might encourage an additional visit and where opportunities exist to increase revenue.
For 2027, I expect we’ll see the foundations of this shift, with AI increasingly helping operators decide what actions to take, rather than simply telling them what’s already happened.
5. The human side of hospitality will become more valuable
There’s been plenty of discussion about whether AI will replace jobs, but I think that misses the point of hospitality.
Guests will always value knowledgeable staff, personal recommendations and genuine human interaction. Technology should enhance those experiences, not replace them.
An experienced events coordinator shouldn’t spend their day answering questions about opening hours or parking when they could be helping organise a large celebration. Equally, somebody dealing with a complicated complaint shouldn’t be forced through an automated process when they need to speak to a person.
As AI becomes more capable, operators will need to decide where to draw the line. Just because technology can perform a task doesn’t necessarily mean it should.
The most successful hospitality brands will use AI to improve efficiency, support frontline teams and give their people more time to focus on guests.
Because if we remove the human element entirely, we risk losing what makes hospitality special.
Looking ahead
I don’t believe the biggest changes in 2027 will necessarily come from entirely new technologies. Instead, I think we’ll see operators become more confident and selective about how they use the tools already available.
The longer-term potential of AI is enormous, from personalised loyalty experiences to technology that helps shape business strategy. But the immediate priority is demonstrating practical value.
Ultimately, the most important question for hospitality operators in 2027 won’t be whether they’re using AI, but whether it’s making their business better.
