Chris Hartley, CEO of GHAThe Global Hotel Alliance (GHA) has released its CEO Outlook 2027 report, highlighting the growing influence of artificial intelligence (AI) and loyalty programmes on the hospitality industry.
Despite 90% of CEOs identifying geopolitical instability as a major threat, 67% remain optimistic about demand growth through 2027. The survey gathered insights from 30 global hotel brand CEOs. Its findings highlight the industry's resilience and ability to adapt to external challenges.
AI is expected to reshape hospitality, with 90% of CEOs predicting a positive impact. By 2030, 87% expect AI assistants to become the most influential hotel-booking channels, overtaking traditional methods. Chris Hartley, CEO of GHA, said: "Our brand CEOs expect hotel-owned digital channels and loyalty platforms to carry considerably more influence than OTAs by 2030."
Loyalty programmes are also emerging as a key growth driver. Some 83% of CEOs consider them vital for revenue growth. Choe Peng Sum, CEO of Pan Pacific Hotels Group, said: "Loyalty is the best way to look after your customers."
The report also highlights the importance of international travel. Some 73% of respondents expect international demand to outperform domestic travel in 2027. The US, India and China are identified as key growth markets. Simon Naudi, Group CEO of Corinthia Hotels, highlighted opportunities in Asia, particularly in India and China.
As AI and loyalty programmes become central to hotel strategies, the industry is moving towards a model where technology supports stronger personal connections and enhances guest experiences.
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