Predictions for 2026: Agilysys’ Tony Marshall on the future of guest experience

If you want a clear view of where hospitality is heading in 2026, it’s best to ask someone who’s already building it. Tony Marshall, VP and Managing Director APAC at Agilysys, the NASDAQ-listed tech partner trusted by brands like Marriott and Hilton, has a front-row seat to the industry’s next big shifts.

In this conversation, Tony maps out the trends that will shape the year ahead, from the rise of predictive service to the renewed focus on guest-centred profitability, and why the smartest operators will be those who truly know their guests.

Q&A with Tony Marshall, Agilysys

As we move into 2026, what key trends do you believe will shape the hospitality industry across APAC?

We’re now seeing several shifts converge to reshape the region in meaningful ways. The biggest is the movement from room-centred thinking to guest-centred profitability. Hotels are turning away from Revenue per Available Room (RevPAR) as the sole indicator of performance and adopting Revenue per Available Guest (RevPAG), which captures value across the entire stay. This reflects a broader mindset change: operators are prioritising the guest journey rather than single transactions.

Another defining trend is the rise of predictive intelligence. Hotels are moving beyond reactive service and shifting to proactive, data-driven engagement. When data flows freely across connected PMS, POS and guest engagement platforms, operators gain a clear picture of guest behaviour long before arrival, enabling more relevant and intentional experiences from the very first touchpoint.

Finally, education is becoming essential. Technology alone can’t fix fragmented operations. Hotels that invest in data literacy and build confidence in their teams are progressing faster because staff know how to interpret insights and apply them throughout the guest journey.

Recent research shows that 68 percent of APAC travellers are willing to pay more for tailored stays. How can hotels capitalise on this demand for personalisation?

Hotels need to treat personalisation as a core revenue driver, not a nice-to-have feature. When operators understand their guests before arrival, they can design stays that feel intuitive and relevant, supported by unified data that consolidates preferences, habits and interests.

Our research shows that 71 percent of APAC travellers increase their spend when staff provide personalised recommendations, demonstrating how closely tailored service is tied to revenue.

The practical foundation of this is system integration. When PMS, dining, spa and activity systems all share insight, every touchpoint feels consistent and coordinated. This reduces guesswork for teams and frees them to focus on service rather than manual processes.

Hotels that weave personalisation into their everyday operations will build loyalty and unlock stronger revenue without increasing complexity.

Read more from Tony Marshall in AccomNews HERE: How smart tech + smarter thinking can transform guest spend.

With 58 percent of Millennial and Gen Z parents planning multigenerational trips, how can technology help properties create experiences for all ages?

Technology helps hotels understand group dynamics by giving them unified guest profiles. These show how individual preferences come together, allowing operators to design itineries that balance different interests and avoid friction.

Data-driven recommendations also make it easier to curate meaningful stays. If a family previously booked spa appointments, outdoor activities and dining, the system can surface similarly relevant suggestions on their next visit.

Automation reduces stress across generations too. Features like contactless check-in, mobile engagement and streamlined booking appeal to younger travellers, while providing older guests with a smooth, straightforward arrival experience.

When technology works quietly in the background, families can focus on enjoying their time together. The result is a stay that feels seamless, balanced and memorable for all generations.

You’re speaking on blending the human touch with AI. How can hotels maintain genuine hospitality while increasing their use of automation and AI-driven tools?

Blending AI with genuine hospitality begins with understanding the distinct role each one plays. Technology should enhance the guest experience rather than replace the human touch. When AI manages repetitive tasks such as scheduling, check-in, or routine queries, staff gain the time and clarity to focus on empathy, creativity and the meaningful interactions that define memorable hospitality. 

As technology operates quietly in the background, systems can highlight relevant guest information in advance, allowing staff to greet guests in ways that feel thoughtful and personalised. AI strengthens the service experience by giving teams the insight they need to act with confidence and deliver moments that feel naturally attentive. 

Chatbots also contribute by managing straightforward requests around the clock. That means when a guest needs help with something personal or emotionally charged, the team is fully available and present.

The strongest performers are those who let AI lighten the operational load while their people deliver the warmth and connection that create unforgettable hospitality.

What exciting developments in AI-powered guest intelligence do you expect to become mainstream?

We’re entering a new era where prediction replaces reaction. Predictive analytics already help operators understand likely behaviour by analysing travel history, past purchases and external factors. This capability will only grow as systems become more integrated.

Unified guest profiles are central to this. When information from every system comes together, AI can interpret it and shape interactions—from personalised offers to pricing decisions that adjust in real time.

We’re also seeing revenue intelligence expand beyond rooms to the entire stay. With the right platform, operators can optimise dining, spa, golf and activities with the same level of precision traditionally applied to room inventory. This is where the full potential of RevPAG comes to life.

Agilysys partners with global leaders. What are major brands doing right when it comes to using data and AI to anticipate guest needs?

The most successful brands treat technology as a strategic enabler of human connection. They move beyond legacy systems and invest in a single, cloud-native platform that brings the entire property together.

When PMS, POS, and guest engagement platforms operate as one, staff can see the complete guest story and use it to guide timely, relevant interactions. 

These operators also approach technology as a long-term partnership, not a one-time purchase. Working with properties such as Hamilton Island, we see how continuous collaboration allows systems to evolve alongside guest expectations.

What truly sets these leaders apart is that they use data to empower their people, not distance them from guests. They focus on relevance and consistency, ensuring personalisation feels natural rather than forced.

Bundled guest experiences—such as room and spa packages—are increasingly popular. What role does seamless tech integration play?

Bundled experiences work best when the technology behind them is completely connected. A guest should feel like they are moving through a single, seamless journey—not bouncing between different systems.

When PMS, POS and activity-booking platforms share data in real time, staff can manage entitlements, schedules and availability effortlessly.

This integration also lets guests view their full package in one place, book the elements they want and receive suggestions based on past behaviour. It removes operational complexity, strengthens cross-department collaboration, and helps operators enhance the stay with well-timed, relevant add-ons.

How do you see guest expectations around personalisation and convenience evolving over the next 12 months?

Guests increasingly expect stays that feel intuitive and effortless, with hotels understanding their needs without constant prompting. To achieve this, operators must move from simply collecting data to activating it.

Predictive modelling helps hotels identify likely behaviour by analysing previous stays, seasonal patterns and local conditions, ensuring offers feel timely and relevant.

Convenience is also being redefined. Seventy-two percent of travellers told us that reducing wait times would make them more likely to return, showing how strongly friction affects loyalty. Mobile check-in, automated scheduling and integrated communications all support a smoother journey.

The hotels that stand out will blend efficiency with genuine human warmth. Technology lays the foundation, but it is the emotional connection layered on top that shapes the memories guests return for.

What advice would you give independent operators wanting advanced tech without losing their brand personality and warmth?

Approach technology as a tool that strengthens your brand, rather than something that replaces the personal qualities guests value. When systems are integrated effectively, teams gain time and clarity to deliver the distinctive service that makes the property unique.

A connected PMS working seamlessly with POS and guest engagement platforms helps operators understand guests at a deeper level. Those insights can then be used to enhance service in ways that feel thoughtful and authentic.

Independent operators are uniquely placed to combine intimacy and intelligence. By simplifying operations and surfacing meaningful insights, technology can make a brand’s personality even more visible.

If you had to make one bold prediction for 2026, what will define the next wave of guest experience innovation?

The defining shift will be the move from simply knowing guests to predicting their needs with context and accuracy. As hotels unify their technology ecosystems and move beyond legacy systems, AI and analytics will finally have the complete, cloud-native foundation they need to work effectively.

With all core data flowing through one platform, operators will recognise guest needs before they are expressed, creating experiences that feel intuitive from the first touchpoint.

This evolution will also reshape how performance is measured. RevPAG will rise as the industry’s primary metric, replacing room-centric indicators with a clearer view of total guest value. Revenue management will extend across the entire stay—dining, spa, golf, activities and personalised offers.

The properties that embrace this proactive, AI-supported model will unlock deeper loyalty and more consistent revenue growth. The future of guest experience will be driven by intelligent prediction, unified ecosystems, and human connection working together, creating a level of personalisation and operational fluidity that feels seamless at every stage of the journey. 

Read more from Tony Marshall in AccomNews HERE: Unlocking personalised guest experiences.