How will Agentic AI elevate the guest experience and bring world-class service to all?

This article was submitted by Janice Passos, CEO of Eteriz Inc. Eteriz specializes in integrating advanced technologies—such as Agentic AI, voice systems, and robotics—to enhance operational efficiency and customer engagement within the hospitality industry.

Hospitality is a human-centric industry. But what happens when machines begin not just to follow orders, but to understand context, make decisions, and act with purpose? This is the promise—and power—of Agentic AI. While traditional Generative AI systems react to prompts, Agentic AI is proactive, autonomous, and goal-driven. It doesn’t just serve—it collaborates, adapts, and elevates the guest experience in ways we’re only beginning to understand.

Agentic AI refers to artificial intelligence systems that operate with agency—the capacity to make decisions, initiate tasks, and pursue goals independently, often with minimal human intervention. Unlike passive chatbots or rule-based automations, Agentic systems learn from interactions, evaluate trade-offs, and execute complex tasks that require judgment, timing, and personalization.

Think of it not as a tool, but as a team member. Not a machine that waits, but one that acts.

Imagine a hotel concierge AI that knows a guest prefers quiet rooms, loves modern art, and always orders a green smoothie at 7 a.m.—and suggest to make all arrangements before the guest even asks. Agentic systems can tap into behavioral data, preferences, and schedules to predict needs rather than just respond.

These AI agents can orchestrate entire guest journeys—from suggesting spa treatments to arranging personalized city tours—all while adapting in real-time to guest feedback.

The result? Lower costs, faster service, and happier staff.

With the deployment of AI comes responsibility. Agentic AI must be transparent, secure, and respectful of privacy. Guests should always know when they’re interacting with an AI agent—and always have the option to opt out. 

Furthermore, great hospitality is about emotional connection. Agentic systems must be instructed and refined, not just in tasks, but in taste, tone, and personality. Couple this with a well trained human agent and the recipe is for optimal success.  

In a fiercely competitive industry where brand loyalty is eroding and expectations are skyrocketing, Agentic AI offers more than operational gains—it delivers a differentiated and efficient personalized experience.

• Boutique hotels can offer five-star personalization without five-star staffing levels.
• Global chains can ensure consistency in service across all properties worldwide.
• Cruise lines, resorts, and luxury rentals can provide improved service with a relatively low investment.

And perhaps most importantly, as travel becomes more immersive and experiential, Agentic AI enables properties to move from service providers to experience architects.

We’re heading toward a future where every guest has a personal AI concierge—not just for a stay, but for life. These agents will interface with hotels, airlines, restaurants, and even entertainment venues on behalf of the guest, managing preferences, logistics, and loyalty across every journey.

Hotels that are ready to integrate and collaborate with these AI agents will become destinations of choice—not just for guests, but for the agents themselves.

Agentic AI marks a shift not just in technology, but in philosophy. It’s the move from service as a transaction to service as orchestration. From passive interfaces to proactive companions. From “How can I help you?” to “I’ve already got it covered.”

We will always require a human touch, that is an essential part of the journey, but with the introduction of Agentic AI, we are preparing ourselves to provide world-class service at every level.