Rethinking Hotel Data Architecture for Generative AI Era

As travelers increasingly use generative AI agents to research and book hotels, traditional loyalty frameworks face a major test. Amperity research shows 60% of consumers have selected a new travel brand based on AI recommendations. Legacy hotel infrastructure suffers from siloed guest data across PMS, CRS, and POS. Amperity co-CEO Derek Slager advises hotels to build an identity resolution layer across systems, combining deterministic and probabilistic signals, continuously updating profiles; provide external LLM engines with minimal, current, and consented context via APIs, not raw data; and adopt a hybrid architecture that reduces data movement while maintaining governance.