The increasing use of artificial intelligence agents is expected to change how hotels approach customer loyalty, according to a new conceptual paper from researchers at Florida Atlantic University. The study, titled “Artificial Intelligence (AI) Agents and the Future of Customer Loyalty,” examines how AI-driven systems are shifting decision-making in the hospitality sector.
Traditionally, hotels have relied on brand awareness and search engine optimization to build guest loyalty. However, as AI agents and autonomous systems take on more travel planning tasks for consumers, hotels may need to adjust their strategies.
“AI agents will be the new gatekeepers of loyalty,” said Anil Bilgihan, Ph.D., professor of hospitality management in FAU’s College of Business. “The question is no longer just ‘How do we win a customer’s heart?’ but ‘How do we win the trust of the algorithms that are advising them?’ Hotels need to prepare for a future where a guest’s preferred brand may be decided before the guest even opens their phone.”
The paper was published in the International Journal of Contemporary Hospitality Management by Max Ostinelli, Ph.D.; Ye Zhang, Ph.D.; Melanie Lorenz, Ph.D.; and Bilgihan.
Researchers note that as consumers rely more on AI agents to make travel decisions—such as searching for hotels within set preferences or booking rooms—the process becomes less about direct consumer choice and more about algorithmic selection. This could mean that guests become loyal not just to hotel brands but also to the digital platforms making those choices.
“Imagine a traveler asking their AI agent to book a hotel in Miami within a certain budget, with a pool and strong reviews,” Bilgihan said. “The AI is not swayed by traditional advertising; it sorts options based on algorithmic criteria. If your hotel doesn’t surface in that recommendation set, you may never even be considered. This means hotels must design loyalty programs, digital visibility and service experiences that appeal simultaneously to human guests and the AI systems filtering choices on their behalf.”
The authors propose that hospitality companies should develop strategies targeting both human customers and AI systems. These include using customer data for personalized experiences during stays and designing loyalty programs relevant for both people and algorithms.
“Let’s just take Florida, for example. We welcomed over 34 million visitors this summer alone, and that surge, in combination with technological advances, is rewriting the rules of hospitality,” Lorenz said. “To keep up this trend and stay visible in the future, loyalty must be emotionally resonant, algorithmically relevant, and strategically designed for both human travelers and autonomous agents. AI agents are no longer behind-the-scenes helpers; they’re becoming the architects of guest experience. Hotels that design experiences for both human guests and digital decision-makers will lead the next wave of personalized, predictive hospitality.”
Researchers also highlight concerns around ethics and privacy related to increased reliance on AI systems—including possible algorithmic bias if some data sets are favored over others—and warn about challenges with brand visibility as well as consumer understanding of how these technologies work.
“At the end of the day, technology doesn’t replace the fundamentals,” Bilgihan said. “No algorithm can cover up for a disappointing stay. AI might shape how guests discover and book, but the foundation of loyalty will always be exceptional customer experience once they arrive. Hotels that combine operational excellence with digital fluency will be best positioned to thrive.”
