1. AI will take over guest communication
If 2024 was the year of AI experimentation, 2025 cemented its role in daily operations. By 2026, artificial intelligence will be a game-changer when it comes to saving time, improving accuracy, and reducing human error, particularly in guest communication.
For many property managers, AI copilots and large language model–driven tools are already handling the majority of pre-stay, in-stay, and post-stay messaging. What began as simple automated responses has evolved into context-aware interactions that adapt to each guest’s needs.
Operators are leveraging AI to manage inquiries across multiple platforms, personalize communication, and predict guest sentiment — all while freeing up human teams for higher-value work.
AI copilots are also increasingly embedded directly into PMS and guest experience platforms, allowing for unified control of messaging and upselling opportunities. As the technology matures, the biggest challenge for operators will be balancing AI-driven communication with personalized hospitality to maintain the human touch.
“Our AI agent corresponds directly with guests after hours. There’s always a fallback option, but the vast majority of responses are handled adequately by AI.” — Richard Marshall, Founder and Owner of Nox Cape Town
2. Compound systems will continue to grow
The era of juggling dozens of disconnected tools is ending. A wave of software consolidation is reshaping STR tech — driven by stronger PMS platforms, tighter budgets, and AI’s demand for unified data.
Many PMS providers that once depended on third-party integrations are now building or acquiring their own solutions to bring more capabilities in-house, allowing them to “take back control”.
For property managers, the result is a leaner, more centralized tech stack. This move toward compound systems offers convenience and cost savings, but also concentrates power within PMS platforms, shaping the next phase of how STR technology evolves.
“While in 2017, property managers needed 19 different tools just to get through the day, now they can have 80% of their tech stack covered between their PMS and their CRM.” — Terry Whyte, Owner of Anna Maria Island Beach Rentals
3. New direct booking solutions will take hold
As reliance on OTAs continues to raise costs and limit control, direct booking is regaining ground — this time powered by a new generation of purpose-built tools.
The next wave of direct booking platforms goes far beyond generic website builders. These systems are designed specifically for STRs, offering secure infrastructure, native API integrations, and seamless connectivity with PMS and CRM tools. The goal is to help operators own the guest relationship from first click to post-stay.
It’s not just about avoiding OTA fees anymore. For property managers, direct booking has become a way to future-proof revenue, strengthen their brand, and build guest loyalty that drives repeat stays.
“We’re witnessing a new incarnation of web-building businesses.” — Richard Vaughton, STR Technology, Growth and M&A Advisor, Co-Founder of YES Consulting
4. AR and VR will influence guests’ decision-making
Visual content is becoming a powerful driver of booking behavior, and emerging technologies like augmented reality (AR) and virtual reality (VR) are taking it to the next level.
Immersive experiences are set to play a growing role in how travelers choose where to stay. Future guests will be able to step inside a property virtually, explore amenities, and even get a feel for the surrounding community before booking.
As this expectation grows, OTAs and booking platforms will need to adapt their infrastructure to support richer, more interactive content — much like channel managers did in the past to manage distribution.
“I believe in the not-too-distant future, we’ll see consumers look for immersive content to help them make a decision.” — Eric Mason, Executive, Chief Navigator of Vacation Rental Insider, Board Advisor, and 5x Startup Founder
5. In-stay experiences will grow in importance
While most operators focus on pre-stay communication, the next wave of innovation is happening after guests arrive. Advances in CRMs and guest experience platforms are enabling property managers to deliver personalized in-stay experiences that go far beyond a welcome email.
From arranging private chefs and curated activities to offering real-time local recommendations, these tools enhance satisfaction while unlocking new revenue opportunities through upsells.
“What happens when guests arrive at their destination?” asks Terry Whyte, Owner of Anna Maria Island Beach Rentals. He sees big potential in technology that deepens engagement and turns each stay into a tailored experience.
