Hotels & Accommodations
Agentic AI and Hotel PMS: Brace Yourself for a Positive Impact
The business community has welcomed artificial intelligence as a key means of adapting to today’s changing workforce and recommending actions based on data analytics; however, according to experts, the hotel industry has yet to leverage it fully. A recent study by McKinsey found that as many as 78 percent of respondents say their organizations use AI in at least one business function, a 6-percentage-point increase from 2024. With so many core processes now informed by AI, hoteliers must bring these capabilities into the heart of their operations: the property-management system.
Today’s AI technology is reactive; it must wait for input from users before making decisions based on new information the system receives. While it is valuable for chatbots, training tools, and customer service, many believe it’s still too early for machines to take the wheel and start making decisions. Think again.
AI is already helping hotels reduce manual work through automations like scheduled reports, pre-programmed workflows, and dynamic pricing recommendations. But these tools still rely on human instruction at every step. These restrictions, however, may be coming to an end with the debut of Agentic AI — identified as the No. 1 trend in Gartner’s Top 10 Strategic Technology Trends for 2025. Leveraging AI “agents” as intuitive collaborators will enable hotel operators to learn new information, adjust their approach to problem solving, and take immediate action.
More Information, Less Hassle
The Harvard Business Review has referred to Agentic AI as a “digital teammate” capable of expanding a business’ efficiency as well as creating more resilient collaboration over time. The publication highlighted advancements in human resources that help connect job seekers with their ideal role, as well as website design to optimize the customer journey at all times. This flexibility demonstrates how this next wave of AI technology will provide hospitality leaders with additional ways to connect with travelers while preserving the human element.
As Agentic AI makes its way into hotel PMSs, operators will have the opportunity to extend these same capabilities to every corner of their commercial operation. For example, an active Agentic AI scheduling tool can eliminate the guesswork of staffing your property with the agent quickly adapting to changes in worker availability and updating calendars in real-time. Adopting this strategy can help operators provide dynamic schedules that benefit all team members, without adding additional complexity to your property workflow.
Agentic AI also has a transformative effect on the supply chain and purchasing, and its organizational capabilities also show benefits when applied to managing guest itineraries. Once in place, these tools can automatically manage the guest experience from start to finish, while displaying and controlling each of these elements directly through the hotel’s PMS for optimal visibility. This way, hoteliers remain informed on all guest itineraries, amenity requests, and last-minute rate adjustments with a more streamlined delivery method and a reduced reliance on input from operators.
One-Click Confirmation
Leveraging Agentic AI within the hotel PMS powers a fully orchestrated hospitality model, where staff, systems, and guest signals stay aligned in real time without added complexity.
AI is helping hoteliers adapt to a changing marketplace in ways that would never have been possible, and it is helping guests create new memories associated with your properties. As Agentic AI becomes more widely available for businesses and users, hoteliers should align themselves with technology partners who are willing to take this innovation and its challenges — seriously.
This means ensuring your approach to security and data aligns with that of your partners, as well as the level of accountability they include in the decision-making process, to ensure operators never fully cede control to automation. Hoteliers must also take security and accountability seriously when considering Agentic AI, including building controls into the PMS to reduce or expand its capabilities on the fly. This will be crucial to avoid potential situations, such as when AI hallucinates the ability to offer a discount or presents a rate that isn’t available.
While Agentic AI is still in its early stages within the hospitality sector, its rapid development signals where PMS capabilities are headed. Leveraging Agentic AI in the hotel PMS will allow operators to offer the “agile” hospitality experience guests, workers, and owners have been looking for. By cementing the hotel PMS as your command center, supported by AI teammates and intelligent automation, hoteliers will pioneer the next level of guest satisfaction for years.
About Maestro PMS
Maestro is the preferred Web Browser based cloud and on-premises PMS solution for independent hotels, luxury resorts, conference centers, vacation rentals, and multi-property groups. Maestro’s PCI certified and EMV ready enterprise system offers a Web browser version (or Windows) complete with 20+ integrated modules on a single database, including mobile and contactless apps to support a digitalized guest journey as well as staff operations. Maestro’s sophisticated solutions empower operators to increase profitability, drive direct bookings, centralize operations, and engage guests with a personalized experience from booking to check out and everything in between. For over 40 years Maestro’s Diamond Plus Service has provided unparalleled 24/7 North American based support and education services to keep hospitality groups productive and competitive. Click here for more information on Maestro. Click here to get your free PMS Buying guide.
BANGKOK, 7 August 2025: BWH Hotels, a leading global hospitality network comprising WorldHotels, Best Western Hotels & Resorts, and SureStay Hotels, continues to strengthen its presence in the Philippines with the relaunch of the renovated Best Western Plus Hotel Subic, an elevated hotel that overlooks the sea and sunset on the west coast of Luzon Island.
Part of the BWH Hotels portfolio since its opening in 2018, Best Western Plus Hotel Subic has reopened following an extensive revitalisation that will re-establish it as one of the leading destinations in Subic – a dynamic freeport zone and popular tourist resort just 2.5 hours’ drive from Manila.
The redesigned Best Western Plus Hotel Subic now features bright and stylish interiors, international amenities and exceptional event spaces. Travellers can relax in contemporary king or twin rooms, stay connected with fast and free Wi-Fi, chill out at the sea-facing rooftop pool and deck, and work out at the well-equipped fitness centre. Two inviting restaurants offer fresh local and international cuisine throughout the day, and the hotel’s dedicated events hall sets the stage for business and social gatherings, including weddings.
“We are thrilled to welcome guests back to Best Western Plus Hotel Subic following the property’s major refurbishment. With its prime location in the heart of this emerging destination, including a spectacular pool deck and sea views, this is set to become the hotel-of-choice for local and overseas visitors to Subic Bay, including our global network of Best Western Rewards® members,” said BWH Hotels Vice President – APAC Olivier Berrivin.
Best Western Plus Hotel Subic joins the existing portfolio of BWH Hotels in the Philippines, which comprises six hotels and resorts spread across a wide range of vibrant cities and resort destinations, including guest-favoured Best Western Plus properties in Clark, Panglao, and Puerto Princesa.
To book a stay with BWH Hotels in Asia, please visit bestwesternasia.com and worldhotels.com.
Hotels & Accommodations
Experience Unique Design At Lark Hotels’ New Boutique Property Near Harvard Square
Thursday, August 7, 2025
Author: TTW News Desk
Lark Hotels, recognized for its unique boutique properties across North America, is set to make its long-anticipated entry into the Greater Boston area with the opening of Cambridge Common House. This delightful new hotel is located just outside the iconic Harvard Square in Cambridge and will feature 16 stylishly designed rooms and a welcoming atmosphere. The hotel is scheduled to open later this year, marking the company’s first venture into the bustling Boston market.
Cambridge Common House is situated in a historic 1835 building that previously served as student housing and later as a private home. After a careful renovation, the building will now offer a fresh hospitality experience, blending the rich history of the site with modern luxury and convenience. Travelers can expect unique experiences that mix local culture with contemporary design.
A Historic Building Reimagined
Cambridge Common House highlights Lark Hotels’ dedication to preserving the charm of historic buildings while integrating modern amenities. The property has changed from its original use as a private residence designed by famous Cambridge architect William Saunders to student housing, and now it will become a trendy boutique hotel.
Rob Blood, the founder and chairman of Lark Hotels, shared his enthusiasm for the project, stating, “We have long considered the possibility of opening a concept in Greater Boston, and I’m thrilled that it’s finally happening.” He added that the hotel’s renovation honors its historical roots while guiding the property into a new era that meets the needs of today’s travelers.
The hotel’s design is crafted by Elder & Ash, an interior design firm known for creating comfortable, elegant, and unique spaces. The 16 rooms at Cambridge Common House will combine modern design with historic features, creating an inviting and intimate atmosphere for guests. Additionally, the hotel will have a lower-level lounge where guests can enjoy breakfast, refreshments, and coffee, contributing to a relaxing experience.
The Vision Behind Lark Hotels’ Expansion
Founded in 2012, Lark Hotels has steadily expanded its portfolio of boutique properties across North America. The company focuses on delivering memorable, individualized experiences, emphasizing design that tells a story, with each property adapting to its local surroundings and history.
Cambridge Common House is Lark Hotels’ first hotel in the Greater Boston area, a desirable spot for travelers eager to immerse themselves in the city’s vibrant culture, famous academic institutions, and historic sites. By launching this new hotel just outside Harvard Square, Lark Hotels aims to attract both business and leisure travelers in search of a unique and stylish place to stay.
This expansion into Boston follows other recent growth initiatives by the company, including the addition of The Painted Lady, a boutique hotel in Birmingham, Alabama. Lark Hotels also recently opened The Bow Hotel in Portsmouth, New Hampshire, and AWOL Stowe in Vermont, reinforcing its presence as a leading brand for boutique accommodations.
What Guests Can Expect at Cambridge Common House
At Cambridge Common House, guests will enjoy a high level of comfort in a space that seamlessly blends modern design with historic charm. The design by Elder & Ash highlights clean lines, neutral tones, and unique furnishings that reflect local character. Rooms will be cozy and inviting, providing guests a peaceful retreat after exploring Cambridge and Boston.
With only 16 rooms, the hotel’s intimate size ensures a personalized experience, where design and service receive careful attention. The lower-level lounge will offer a warm space for guests to socialize, relax, or enjoy a light meal or drink. The lounge’s design will match the hotel’s overall aesthetic, creating a cohesive and comfortable environment.
For those eager to explore, the hotel’s location just outside Harvard Square provides easy access to some of Cambridge’s most iconic attractions, including Harvard University, the Massachusetts Institute of Technology (MIT), and the lovely Cambridge Common Park. Guests can also enjoy the lively dining and shopping scene nearby, making it a great spot for both short and extended visits.
Lark Hotels’ Growth and Commitment to Unique Properties
Lark Hotels is recognized as a leader in the boutique hotel industry, known for creating properties that stand out due to their unique designs and excellent guest experiences. The brand’s entry into Greater Boston signals its ongoing success and dedication to delivering travelers unforgettable stays in special, well-designed spaces.
Aside from its aesthetic appeal, Lark Hotels emphasizes service that makes guests feel connected to the local community. Whether staying in a historic building like Cambridge Common House or one of its other properties, visitors can expect high-quality hospitality and a personal touch that distinguishes Lark from larger, chain hotels.
The Future of Lark Hotels and Boutique Hospitality
The opening of Cambridge Common House marks just the beginning of Lark Hotels’ ongoing expansion. As the company continues to add new properties to its portfolio, it remains committed to preserving the character of each location while offering exciting experiences for travelers. Lark Hotels is redefining boutique accommodations, presenting guests with something out of the ordinary.
Looking ahead, Lark Hotels plans to keep growing, focusing on creating spaces that blend smoothly with their surroundings while providing modern comforts and unforgettable experiences. For travelers seeking something special, Lark Hotels presents an appealing alternative to traditional hotel stays.
Conclusion: A New Chapter for Boutique Hospitality in Greater Boston
The upcoming opening of Cambridge Common House represents an exciting new chapter for both Lark Hotels and the Greater Boston hospitality scene. With its historical charm, stylish design, and prime location near Harvard Square, this boutique hotel is poised to stand out in a city rich in history and academic prestige. As Lark Hotels continues to grow, travelers can anticipate more unique, high-quality properties that promise a truly memorable stay.
Whether visitors come for business, pleasure, or to enjoy the charm of Cambridge, Cambridge Common House is on track to become a must-visit destination for anyone seeking a personalized, boutique hotel experience in Greater Boston.
(Source: Lark Hotels, Cambridge Common House, Harvard Square, Elder & Ash, Rob Blood, Lark Hotels portfolio, The Painted Lady, The Bow Hotel, AWOL Stowe)
Don’t be surprised the next time a hotel tries to add on a hefty fee for smoking in a non-smoking room – even if you don’t light up. Experts say the integration of artificial intelligence by the hotel industry is leading to unintended outcomes.
AI-powered sensors used to detect smoking, for example, are producing false positives that could trigger fines as high as $500.
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Jordan Hollander, co-founder of Hoteltechreport.com, a website that aids hotels in finding new technologies, told CNBC that guests using a hairdryer or aerosol spray have been hit with the charges after AI sensors inaccurately detected smoking in their rooms.
“It’s not hard to imagine how that could go south quickly,” Hollander said.
Humans still decide whether a fine is deemed to be legitimate.
“For now, the AI is acting more like a very observant assistant than a judge and jury,” Hollander said.
Hotel tech on the rise
Hotels are increasingly using AI to flag issues, such as “a room that smells off, linens that don’t meet standards or maintenance problems,” Hollander said.
“Between computer vision that can detect damage or wear in a room, and AI that analyzes guest behavior or room conditions in real time, the tech is already there,” Hollander said.
Hotels, Hollander believes, are trying to strike a balance that allows for the use of AI systems without alienating customers. The increasing reliance on automation, however, could cause issues if guests aren’t able to easily dispute false positives.
“There’s a risk of backlash if hotels start billing guests based solely on what an algorithm says,” he said. “The moment a guest gets a charge and can’t get a straight answer about why or how it was verified, you’re in dangerous territory.”
There’s also concern that AI systems could make “guests feel like they’re being watched or nickel-and-dimed by a machine,” Hollander added, which would completely undermine the customer-business relationship.
Daniel Keller, CEO of cloud infrastructure company Influx Technologies, believes AI integration in its current form is nothing more than a trend that will be quickly rebuked by consumers.
“This particular use of AI doesn’t increase efficiency; it scrutinizes customers of small-margin service businesses looking to suck extra money out of guest experiences,” Keller told CNBC.
Travel industry expands AI use
Hotels aren’t the only businesses utilizing AI.
The car rental company Hertz is using the technology in select locations to scan vehicles for damage. But it’s apparently not finding much. Questioned about the potential for aggressive billing practices, a Hertz spokeswoman told CNBC that of the more than 500,000 vehicles scanned for far, more than 97% showed no billable damage.
“For years, vehicle damage inspections have caused confusion and frustration,” the spokeswoman said. “The process was manual, subjective and inconsistent, and that isn’t good enough for our customers or our business.”
contributed to this report.
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