In the age of instant communication and personalized service, guest messaging software has become a must-have in the modern hotel tech stack. Whether it’s responding to a late checkout request or upselling a spa treatment, messaging platforms are no longer just about convenience—they’re driving real ROI, guest satisfaction, and operational efficiency.
As we move through 2025, the pace of innovation in this space is accelerating. From AI agents to integrated upselling, these are the five trends reshaping how hotels communicate with guests. Understanding these trends—and staying informed as the landscape evolves—can make the difference between an outdated system and a truly guest-centric operation.
The front desk has historically been a bottleneck for guest communication. But thanks to advances in AI, that’s changing—fast. Leading guest messaging platforms now include AI-powered agents capable of handling 70–90% of routine inquiries without human intervention.
These AI agents do more than send canned replies. They understand guest intent, respond naturally, and know when to escalate. In recent performance benchmarks across dozens of properties (as noted in recent platform usage data), the shift to AI support led to measurable gains in both service consistency and team efficiency.
As adoption grows, regularly reviewing updated performance benchmarks from trusted industry sources is crucial to stay aligned with the best tools available.
In 2025, guests expect to reach your hotel the same way they reach friends: on whatever platform they prefer. That might be SMS, WhatsApp, Facebook Messenger, or Instagram DMs.
The most effective guest messaging tools bring all those conversations into one central view—helping your team respond quickly, stay organized, and maintain a consistent brand voice. Tools that excel in this area tend to rise to the top in user satisfaction scores and industry rankings, which is why keeping tabs on product updates and emerging leaders is more important than ever.
Even subtle shifts in how vendors manage multichannel messaging can have a big operational impact—something seasoned hoteliers monitor closely through objective, third-party review platforms.
Automated messaging has moved beyond one-size-fits-all. The best systems in 2025 send hotel chatbot messages based on real-time guest behaviors—such as upsell offers when a guest hasn’t booked breakfast or automated welcome messages the moment a room is marked “clean” in the PMS.
What’s emerging is a new class of workflow automation built around property-specific logic and event triggers. Hotel leaders who closely track this segment—especially comparative data from peer properties—gain a clearer sense of what’s possible and what actually drives impact.
If you’re still relying on manual campaigns or generic templates, it’s worth checking the latest functionality reports and vendor adoption data to see how the top operators are automating intelligently.
Hotels are no longer treating messaging platforms solely as service tools. They’re now unlocking significant incremental revenue through well-timed, context-aware offers delivered via text.
In 2025, messaging platforms are quietly powering upsell campaigns for late checkout, room upgrades, spa bookings, and F&B offers—often with built-in payment links and real-time reporting.
According to aggregated hotel performance data, properties using messaging-based upsells are seeing a lift in ancillary revenue of 10–15% on average. While individual results vary, reviewing current ROI benchmarks by region or segment is a smart way to set expectations and prioritize feature sets.
Hotels that understand these shifts—and benchmark against them regularly—are better positioned to capture revenue that would otherwise slip through the cracks.
Gone are the days of standalone guest messaging tools. In 2025, deep integration with your PMS, CRM, and task management system is table stakes.
The strongest platforms automatically sync guest profiles, status, and preferences—allowing messages to reflect real-time context and improve service accuracy. For instance, knowing whether a guest is VIP, already checked in, or traveling with kids can all influence how (and when) you communicate.
Every year, new integrations emerge—and existing ones deepen. It’s worth checking trusted directories that track live integration availability and compatibility to avoid unpleasant surprises during onboarding or scaling.
The most successful hotel tech buyers don’t just evaluate features—they evaluate momentum and ecosystem alignment using continuously updated market insights.
As hotel guest expectations continue to evolve, adopting the right hotel text messaging system is no longer optional—it’s essential for modern hotel operations. Whether you’re managing check-in, responding to guest requests, or promoting room upgrades, the right guest messaging software empowers hoteliers to streamline every touchpoint in the guest journey.
Today’s best messaging platforms do more than just send SMS messages. They act as a true all-in-one communication channel, enabling real-time responses to common questions, automating welcome messages, managing pre-arrival and post-stay notifications, and supporting upsell campaigns for special offers, room service, or spa bookings. And with built-in message templates, integration with your PMS, and support for WhatsApp, these platforms simplify both front-of-house and back-of-house workflows.
From reducing phone calls at the front desk to providing instant answers to FAQs, guest messaging solutions help hotel staff deliver timely, personalized communication that increases guest satisfaction and drives more direct bookings. Hoteliers can now automate everything from concierge services to SMS marketing campaigns—ensuring that every hotel guest receives the right message at the right time.
Whether you’re using a messaging service to text guests during their stay or to send automated messages triggered by status changes in your PMS, the use cases are endless—and the open rate on SMS far surpasses that of email. More importantly, these tools help protect personal data while delivering high-impact, measurable results.
Choosing the right hotel guest messaging provider—one that supports all the critical functions from onboarding to post-stay engagement—is key. Don’t rely on outdated systems or generic messaging tools. Instead, invest in a purpose-built hotel text messaging solution that helps you elevate the guest experience from the very first phone number entry to the final post-stay follow-up.
Staying up to date with the latest trends, pricing, and real-world feedback from peers through trusted platforms ensures you’re always equipped with the best tools to meet modern guest expectations—and stay ahead of the curve.
Jordan Hollander is the co-founder of HotelTechReport, the hotel industry’s app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.
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