Less staff, more hospitality: how automation is revolutionizing hospitality

Written by Jacopo Longhi

In recent years, the hospitality industry has faced a growing challenge: the shortage of qualified staff. This phenomenon, exacerbated by global dynamics and changes in the labor market, has prompted hospitality facilities to rethink their internal processes, focusing on automation as a key solution to maintain high standards of service and competitiveness1.

Automating to free up time and resources

Process automation allows repetitive and low-value-added tasks, such as check-in/check-out, managing reservations, responding to frequent requests, and dynamically adjusting prices1, to be delegated to technology. In this way, staff can focus on the activities that represent the true value-added of hospitality: welcoming guests, nurturing the guest relationship, and personalizing the experience2.

For example, online check-in automation allows guests to provide their information prior to arrival, receive a digital key, and directly access the room without waiting. This process not only improves operational efficiency, but also increases customer satisfaction, who appreciate the speed and simplicity of the experience1.

Artificial intelligence as an engine of innovation

The advent of artificial intelligence (AI)-based tools has further expanded the possibilities for automation. AI is now integrated into many management systems, from PMSs to channel managers to revenue management software and CRM 3. These technologies enable:

  • Analyze macro and micro data to predict trends and optimize business decisions 3.

  • Personalize the offer and communication according to guests' tastes and needs, both before and during the stay 3.

  • Automate internal operations such as housekeeping, maintenance and inventory management, reducing errors and downtime 3.

Choosing the right software and integrating it into the hotel tech stack

The real competitive advantage comes not only from the adoption of individual tools, but from the ability to integrate them into a coherent digital ecosystem: the so-called hotel tech stack 4. Integration between the different systems - made possible by APIs - enables the seamless flow of data between PMS, CRS, CRM and other vertical software, ensuring consistency, real-time updating and reduction of manual errors 4.

Criteria for software selection:

  • Scalability: the platform must be able to grow with the structure and adapt to new needs and volumes 4.

  • Integration capability: it is critical to choose solutions that integrate easily with existing and future systems to avoid information silos and fragmented processes 4.

  • Updates and support: vendors who provide regular updates and technical support enable you to stay abreast of industry developments 4.

In this way, the hotelier can build a flexible digital environment in which each component dialogues with the others, maximizing operational efficiency and the quality of the experience offered to guests.

Automating to enhance reception

Automating does not mean replacing staff, but freeing them from repetitive tasks to allow them to devote more time to hospitality, the real beating heart of hospitality 1 2. In fact, a polished and humane reception process is crucial to the satisfaction and loyalty of guests, who will remember the professionalism and attention they received far more than a simple administrative procedure 2.

Below you can find a selection of the best solutions we recommend for automating some key areas of a hospitality facility's operational activities.

 

RoomPriceGenie - Revenue Management Software for dynamic price management

RoomPriceGenie is a revenue management solution designed to automatically optimize room rates by leveraging advanced dynamic pricing algorithms and real-time analytics 5. Designed for small and medium-sized independent hotels, the software enables:

  • Adjust rates in real time based on market demand, competition, and historical trends.

  • Automate price management, reducing staff time spent on this activity and minimizing the risk of errors or lost revenue.

  • Customize pricing rules according to business objectives and easily integrate the software with PMS and channel managers already in use 6.

The platform is distinguished by its ease of use and transparency, offering detailed analytical dashboards and useful reporting for performance monitoring. RoomPriceGenie thus makes it possible to maximize revenue without requiring constant manual monitoring, freeing up resources that can be devoted to welcoming and serving guests 5 6.

 

Rebyu - Review Management Software with generative artificial intelligence

Rebyu is a review management platform that leverages generative artificial intelligence to automatically monitor, analyze, and respond to guest feedback in a personalized manner. The software enables:

  • Collect and centralize reviews from different channels (OTA, Google, social, etc.).

  • Analyze the feelings expressed by guests, quickly identifying areas of strength and criticality.

  • Generate automated responses that are personalized and consistent with the tone of the facility, reducing the workload for staff and ensuring fast response times.

Rebyu helps hotels improve their online reputation, identify trends and opportunities for improvement, and enhance the guest experience, thereby contributing to loyalty and new customer acquisition.

 

Guestnet - Guest Experience Platform for Automated Guest Journey Management

Guestnet is a digital platform that accompanies the guest through every stage of the stay, digitizing and automating the Guest Journey via email, WhatsApp and webapp 7. Key features include:

  • Automatic sending of relevant information before, during and after the stay (online check-in, offers, additional services).

  • Digital concierge accessible 24/7 via personal devices or screens in the facility for inquiries, reservations and information.

  • Integration with PMS and CRM for personalized and consistent communication throughout the guest journey.

Guestnet makes it possible to lighten the team's operational load, increase efficiency, and provide a seamless, modern experience while enhancing the human relationship at key moments of reception 7.

 

Foratable by Lunchgate - Automated management of restaurant rooms and reservations

Foratable is a dedicated reservation and restaurant management solution designed to streamline flows and reduce manual workload. With an intuitive interface that can be integrated with other management systems, Foratable allows you to:

  • Automate reservation management by assigning tables intelligently and reducing the risk of overbooking.

  • Offer guests the ability to book directly online, receiving automatic confirmations and reminders.

  • Monitor room occupancy in real time, adjust supply according to operational needs, and manage payments.

  • Manage guest master data for future marketing activities.

This tool also helps to improve the guest experience in the restaurant industry by freeing staff from repetitive tasks and allowing them to focus on hospitality and service.

 
Jacopo Longhi
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Hospitality Industry Update 2025 Q1/Q22 - May 13, 2025 - Bellinzona Auditorium (SSSAT)