In the rapidly evolving world of hospitality, artificial intelligence is poised to reshape how hotels cultivate and maintain customer loyalty. A recent conceptual paper from researchers at Florida Atlantic University highlights a pivotal shift: the rise of AI agents that act as intermediaries in travel planning. These digital assistants, embedded in platforms like smartphones and virtual assistants, could fundamentally alter the direct relationships hotels have long relied on to build repeat business. The study, published in the Florida Atlantic University Newsdesk, argues that as AI agents take over tasks such as booking rooms and personalizing itineraries, hotels must adapt their loyalty strategies to account for these new gatekeepers.

The paper’s authors, including Robert E. Carter from FAU’s College of Business, emphasize that traditional loyalty programs—built on points, perks, and personalized offers—may lose efficacy when AI agents prioritize factors like price and convenience over brand allegiance. For instance, an AI agent might recommend a competitor’s hotel based on aggregated data, bypassing a customer’s history with a specific chain. This insight draws from broader industry trends, where AI is already enhancing guest experiences through chatbots and predictive analytics, as noted in a 2024 report from EY on AI in hospitality.

The Intermediary Challenge: AI Agents as New Loyalty Gatekeepers

Industry insiders are buzzing about this transformation, with recent posts on X (formerly Twitter) from hospitality experts underscoring the need for hotels to integrate AI into their own systems to retain control. One such discussion points to how AI-driven personalization could counteract the dilution of loyalty, aligning with findings from an Accenture study referenced in Customer Experience Dive, which reveals dwindling perceived value in loyalty schemes. Hotels like those in the Marriott or Hilton networks are experimenting with AI to analyze guest data in real-time, offering tailored rewards that AI agents can’t easily replicate.

Moreover, the FAU study warns of a potential “loyalty fragmentation,” where customers bond more with their AI assistants than with hotel brands. This is echoed in a 2025 report from Alvarez & Marsal on AI’s impact on hotel operations, which details how AI optimizes everything from room assignments to dynamic pricing, potentially strengthening internal loyalty mechanisms.

Strategic Adaptations: Rethinking Loyalty in an AI-Driven Era

To counter these challenges, the researchers suggest hotels forge partnerships with AI platforms, embedding their loyalty programs directly into agent ecosystems. For example, integrating with popular AI tools like those from Google or Apple could ensure that loyalty perks surface prominently in recommendations. Recent news from Hospitality Net amplifies this, reporting on the FAU paper’s call for hotels to view AI agents not as threats but as collaborators in enhancing customer retention.

Data from a Hotel Tech Report survey in 2025, as covered in their article on AI tools, shows that 58% of guests already feel AI improves their stays, yet 70% prefer human interaction for complex issues. This duality suggests hotels should blend AI efficiency with human touchpoints to sustain loyalty.

Future Implications: Data Privacy and Ethical Considerations

Looking ahead, the integration of AI in loyalty programs raises questions about data privacy. The FAU study notes that AI agents will amass vast personal data, potentially eroding trust if not handled transparently. Insights from a Skift report on the state of hospitality tech in 2025 highlight how digital-first hotels are using AI for cybersecurity and personalized experiences, but warn of regulatory hurdles.

Experts on X have shared sentiments that AI could redefine loyalty through hyper-personalization, such as predictive offers based on past behaviors. A post from a sustainable tourism account emphasized building a “single view” of guests via AI, connecting online bookings with in-person interactions to foster deeper loyalty.

Economic Stakes: Loyalty’s Role in Revenue Recovery

The economic implications are significant, especially post-pandemic. With loyalty programs driving up to 50% of hotel revenues, as per industry analyses, any disruption could be costly. The Middle East Loyalty Programs Intelligence Report 2025-2029, reported by GlobeNewswire, projects a 13.8% CAGR in loyalty markets, fueled by AI personalization.

Hotels must invest in AI literacy among staff, the FAU researchers advise, to navigate this shift. As one X user noted in a recent thread, true loyalty stems from feeling “seen,” a sentiment AI can amplify through tools like sentiment analysis in guest feedback, as introduced by Customer Alliance in Hospitality Net.

Beyond Borders: Global Perspectives on AI Loyalty

Globally, regions like the Middle East are leading with AI-integrated rewards, while U.S. chains lag in adaptation. The FAU paper calls for empirical studies to test these concepts, potentially guiding the industry toward resilient loyalty models.

In essence, as AI agents become ubiquitous, hotels that proactively adapt—through partnerships, data ethics, and hybrid human-AI experiences—stand to thrive, turning potential disruption into a loyalty boon.