We’ve come a long way.
Hospitality tech entered the modern era. We’ve moved beyond monolithic systems and now build with API-first platforms, modular stacks, and composable frontends. Technology can finally support—not slow down—guest experience and hotel operations.
With microservices and Kubernetes, we’re building systems that move at the speed of hospitality. But something is coming that will change everything.
We Have a Stitching Problem
Despite the rise of robust APIs—from legacy platforms like Oracle’s OHIP to native-first solutions like Apaleo or Daylight PMS—our industry still suffers from fragmentation.
A guest wants to upgrade their room, book a spa, redeem loyalty points, and get late checkout. And yes, technically, it’s all possible. APIs are connected. Headless interfaces are running.
But what are we actually delivering? A six-step booking journey. Three separate app tiles. A redirect to a spa microsite. And finally—a call to the front desk.
Each service works in isolation. But together? It’s still stitched, not seamless.
Something About to Happen
If you’ve already invested in modern architecture—custom middleware, data platforms, MACH-aligned partners—you’re on the edge of something transformative.
Agent-to-Agent (A2A) architecture is redefining how systems collaborate. These aren’t chatbots. They’re lightweight, goal-oriented agents that coordinate business logic—not just call APIs.
They operate through something like the Model Context Protocol (MCP)—a shared layer of structured context that tells agents:
- What APIs exist and how to use them
- What business rules and constraints apply
- How key concepts relate (room types, rates, benefits)
- What’s happening right now (availability, loyalty tier, pricing)
This context gives agents the ability to reason. To pursue goals. To make trade-offs on behalf of the guest and the business.
Imagine that same guest journey—reimagined.
They open your app. It’s their birthday. They qualify for an upgrade. Spa slots are available. Late checkout is possible.
The agentic layer instructs the frontend to assemble a purpose-built, adaptive interface tailored to that guest. A brand agent ensures the tone, design, and flow feel unmistakably on-brand—yet deeply personal.
One application. A thousand experiences. Context and goal-driven, personalised. Not in a chat, but in an interface composed just for you.
The Next-Gen Hospitality Tech Stack
This shift goes beyond AI hype. It’s a deeper transformation in how we design systems and surface experiences.
We’ve moved from MS-DOS to Windows, through skeuomorphism, material design, and into the chat era with ChatGPT.
But chat isn’t the destination—it’s just a temporary interface trend.
We’re now circling back to visual interfaces—but this time, powered by context and driven by goals. Adaptive. Intelligent. Interfaces that guide, rather than react.
Because a text box, even with OpenAI’s o3 model inside, can’t explore trade-offs or surface dynamic, personalized offers with the nuance a visual UI can.
That’s why even most hospitality chatbots resort to buttons, tiles, and image-based flows. Not because chat failed—but because UI is still how people make decisions.
The next-gen interface isn’t chat. It’s goal-based. Agent-powered. Adaptive.
In the past five years, hospitality finally caught up with modern tech. But the next leap is already here—and those who ignore it may fall behind again.
We don’t need to replace the stack. We need to recompose it—intelligently.
Let agents handle the logic. Let the interface adapt to intent with context defining the brand. And let the guest experience feel like it was just made for them.