As artificial intelligence continues reshaping industries globally, the hospitality sector stands at a pivotal point—balancing tech-driven guest experiences with mounting cybersecurity challenges. According to Matt Koch, Chief Customer Officer at Allbridge, the greatest risk from AI in hotels isn’t just physical, but digital—centered on guest data protection.

A 2023 Trustwave report revealed that 31% of hospitality firms have experienced data breaches, with 89% of those hit multiple times in a single year. As cyber threats grow in sophistication, Gartner projects a 15% surge in cybersecurity spending by 2025, and predicts that 17% of all cyberattacks by 2027 will involve generative AI.

Koch outlines four key trends shaping the future of AI and cybersecurity in hospitality:

1. Big Brands Set the Pace

Major hotel chains like Marriott, Hilton, and Hyatt are leading AI integration—each adopting unique strategies in cybersecurity. Their innovations are expected to influence mid-size and smaller players, many of whom lack central IT management systems.

2. Cloud Migration Gains Urgency

With threats both internal and external, some groups like Choice Hotels have shifted to a “security by default” model—migrating data to cloud platforms like AWS and building security protocols around them. As AI-powered attacks become more targeted, storing data in a secure, centralized environment is gaining traction.

3. Institutional Gaps Expose Vulnerabilities

Legacy systems, outdated vendor assumptions, and inconsistent IT practices plague many smaller operators. These gaps leave properties vulnerable, especially when external cybersecurity recommendations are overlooked or under-prioritized.

4. IoT and Property Owner Responsibility

Any connected device—from HVAC to smart locks—can be exploited by AI-driven hackers. Hotel managers, especially at standalone or smaller properties, are often outmatched. Experts urge hospitality brands to treat AI threats as top-level priorities and reduce potential entry points for cyberattacks.

As technology grows more embedded in guest service and back-office operations, the complexity of managing hotel IT ecosystems increases. Koch stresses the importance of working with end-to-end tech partners to optimize infrastructure and minimize cybersecurity risks.

In today’s AI era, proactive measures and strategic IT partnerships are not just smart—they’re essential.