Launched at the inaugural TOURISE Summit 2025, the ‘New Codes of Luxury: Elevating the Hospitality Guest Experience with AI’ white paper, produced by The Future Laboratory in partnership with Together Group, reveals how AI will redefine service, personalization, and the very meaning of luxury for a new generation of global travelers.

As luxury hospitality grows more competitive and guest expectations shift faster than ever, the white paper lays out practical ways for both established and emerging brands to use AI thoughtfully in order to enhance, not replace, the human warmth that defines true hospitality.

“Luxury hospitality is at a pivotal moment. Guests expect seamless experiences, authentic recognition, and confidence in every interaction,” His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of TOURISE said.

“AI is not an optional upgrade; it is a critical part of our sector’s future advantage. This white paper provides a practical roadmap for brands to harness AI in a way that empowers staff, protects privacy, and ensures service remains distinctly human. Those who lead this transformation will define the next era of luxury travel.

Christopher Sanderson, co-founder of The Future Laboratory, expressed: “The most powerful experiences today are those that reflect who you are and what you care about. Our research shows that luxury is moving from ownership to engagement, from transaction to relationship. AI, when rooted in brand values and deployed with care, can unlock a new level of anticipatory, emotionally intelligent service and make every guest feel known, valued, and at home, wherever they are in the world.”

Based on fresh research from high-value hotel guests in the UK and US, along with insights from top industry leaders, the findings are clear: people still want people. Sixty-three percent of travellers say hotel service must remain “human-first,” and they see the true value of AI in helping staff spend more meaningful time with guests.

The report also highlights four key areas where AI is already raising expectations and creating new opportunities for hospitality brands: Curated Discovery, Seamless Journeys, Personalisation at Scale, and Augmented Hospitality.

Key Takeaways:

Experience Above All
Travelers are increasingly choosing experiences over traditional luxury. They want stays that blend lifestyle, wellness, hospitality, and even retail in ways that feel personal and memorable. Hotels that tailor moments to each guest will build stronger loyalty and unlock new value.

Distinct by Design
Guests want stays that feel impossible to copy, rooted in culture, exclusivity, and unique design, dining, or wellness concepts. Brands need to incorporate such ideas to stay ahead of their culturally connected competitors.

Assured Ease
Today, true luxury is confidence. Guests expect seamless logistics, strong security, priority access, and stress-free movement. Yet most booking journeys still focus on price, not ease. Brands that guarantee frictionless experiences have a major opportunity to stand out.

Service That Remembers
The new luxury service is intuitive. Hotels that balance recognition with privacy, and adapt to generational and contextual needs, will deliver service that feels genuinely personal and deeply valued.

Curated Discovery
AI can open up a world of richer recommendations but only if it’s trained on the hotel’s DNA and deeply connected to the local culture. When done right, every suggestion feels personal to the guest and true to the brand, creating discovery that feels meaningful rather than mechanical.

Seamless Journeys
In the luxury space, guests expect everything to simply work- smoothly and quietly. AI can help hotels remove the small frictions that interrupt a stay, from anticipating travel delays to coordinating services behind the scenes. When brands use it well, guests experience a stay that feels fluid, intuitive, and effortless from the very first click to the moment they leave.

Hospitality Will Shape the Future of Luxury
AI is pushing luxury far beyond isolated touchpoints. The next chapter is about ongoing relationships, continuous value, and brands that stay connected to their guests long after checkout. Hospitality’s shift toward smart, relational service is setting the tone for innovation across all luxury sectors.

As the industry stands at the edge of its next great transformation, one thing is clear: technology may be reshaping the landscape, but the heart of hospitality remains unmistakably human. The future belongs to brands that balance innovation with authenticity, pairing intelligent systems with intuitive service to create experiences that feel effortless, personal, and deeply memorable.

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