Wyndham says it spent less than $100,000 to connect to ChatGPT and claims engaged hotels are averaging $60,000 in incremental revenue. Before you get excited, let's talk about what "engaged" means and who's actually capturing the value.
Wyndham just posted flat U.S. RevPAR while claiming its AI platform is delivering 300 basis points of increased direct contribution across 1,100 hotels. If that number is real, it changes the vendor conversation for every economy and midscale owner in America... and if it's not, we need to talk about that too.
A new study says the vast majority of hotel properties are ramping up AI spending in 2026, but when only half have even piloted a solution and 73% of hoteliers feel overwhelmed by where to start, the gap between "plan to accelerate" and "actually deliver results" is where the money gets wasted.
58% of hoteliers say they'll dedicate over 10% of their IT budget to AI in 2026, and the big brands are already reporting real numbers back. The question is whether any of those numbers translate to a 140-key independent running one night auditor and a PMS from 2017.
