Hospitality leaders are clear about where they want technology to take them next. According to new research from Montgomery Group’s Hospitality Tech360 (HT360) survey, C-Suite decision makers are looking beyond day-to-day efficiencies and placing their bets on innovation that deepens customer engagement and unlocks smarter, data-led strategies.

CGA by NIQ surveyed over 50 C-Suite level professionals and tech implementation decision makers at companies including Punch Pubs & Co Ltd, Popeyes Louisiana Kitchen, Inc, Côte Restaurants Group Limited, KE Hotels and the Inn Collection Group during August. The findings will inform HT360’s content programme and highlight three standout areas of focus: artificial intelligence (AI), data analytics, and customer loyalty solutions.

AI is at the top of the agenda

When asked which technologies they most want to explore further, 68% of C-Suite professionals chose AI and automation, making it the number one area of interest. From dynamic pricing to guest behaviour analysis, hospitality leaders recognise the transformative power of AI in reshaping both operational models and the guest journey.

Executives are not simply curious about AI: they want practical insights on how it can be applied to sharpen competitiveness and deliver measurable outcomes. In particular, they are looking for technologies that support improving operational efficiency and to solve issues related to the customer experience and customer loyalty. 

Data-driven decision-making

If AI is the engine, then data is the fuel. Half of respondents (50%) said they want more information on data analytics, big data, and business intelligence. For many, the challenge is not a lack of information but knowing how to unlock value from the data they already hold.

The ability to translate guest insights into personalised experiences, operational efficiencies, and market foresight is seen as a game-changer. In fact, data visibility and reporting was cited by 41% as a core problem they want technology to solve. This underscores a growing demand for tech solutions that can simplify complexity and empower faster, smarter decision-making at board level.

Loyalty as the next battleground

While efficiency is always a driver, hospitality leaders are just as focused on how technology can help them win the loyalty of tomorrow’s guest. Nearly 45% of C-Suite executives want more information on customer loyalty platforms and digital rewards.

This is not surprising in a market where competition for spend is fierce and guest expectations are shaped by digital-first experiences in other industries. The message is clear: leaders want to understand how loyalty tech can build deeper connections, drive repeat business, and ultimately improve profitability.

The role of HT360

Taken together, these findings show a clear shift in the conversation. Technology in hospitality is no longer viewed as a back-office utility: it is now seen as a strategic lever for growth, differentiation, and customer intimacy.

Amid these shifts, HT360 offers a unique platform to explore the intersection of AI, data, and loyalty through curated content, experiences and partnerships. 
Join us at HT360 from 30 March - 01 April 2026 as we bring together innovators, operators, and technology leaders to turn curiosity into capability, and capability into competitive advantage.