By: Ibukun Keyamo

Hotels operating with StayNTouch property management systems now have access to a voice assistant that handles guest calls and completes reservations without human intervention. roverIQ launched Ava this month as a certified integration that operates directly within the PMS, enabling hotels to capture revenue from calls that would otherwise go unanswered.

The timing reflects broader industry momentum around specialized AI tools. StayNTouch reported a 146% year-over-year increase in new hotel customers in 2024, indicating accelerating adoption of cloud-based property management systems that can support this type of integration. As hotels shift to platforms built for connectivity, opportunities emerge for solutions that plug directly into operational workflows rather than sitting alongside them.

Why Hotels Are Turning to Voice Technology

The challenge facing hotels is straightforward but persistent. Calls go unanswered during peak hours, after business hours, and whenever front desk staff are occupied with in-person guests. Each missed call represents a potential booking lost to competitors or online travel agencies.

“Most hotels know exactly how much revenue they lose to missed calls, but the solution has always been to hire more people,” said Alex Hickman, founder of roverIQ. “In an industry where 65% of properties report staffing shortages, that option simply does not work anymore. Hotels need technology that captures those bookings without adding headcount.”

Industry data indicates a growing interest in AI booking tools. Hotels that have implemented AI assistants have reported improvements in direct bookings, primarily by streamlining the booking process and offering 24/7 availability. The technology helps hotels better convert interest into reservations.

The Integration Advantage

roverIQ differentiated its approach by building exclusively for StayNTouch users rather than attempting broad PMS compatibility. This decision enabled deeper integration with real-time access to room availability, rates, and reservation data. Ava reads directly from the PMS to answer guest questions and processes bookings without requiring staff to manually update information.

The certification process with StayNTouch validated security protocols and data handling procedures, giving hotels assurance that the integration meets hospitality industry standards. For properties already using StayNTouch, adding voice AI requires minimal technical lift because the system integrates into existing workflows.

“Generic voice bots cannot tell a guest whether a king room is available on Thursday because they do not have access to that information,” Hickman explained. “We chose to go deep with one PMS rather than shallow with many. That means when a guest calls and asks a specific question, Ava can give them an accurate answer and complete the booking right then.”

The focus on a single platform aligns with a broader trend in hospitality technology. Revenue-driven solutions have gained significant investment in recent years, with investors favoring tools that show strong ROI and integrate seamlessly with hotel operations. The market seems to favor specialized solutions over more generalized ones.

Economics of Direct Booking

Voice AI offers value beyond operational efficiency. Direct bookings typically account for a small percentage of hotels’ revenue, while OTA commissions are notably higher. Capturing reservations via phone rather than third-party platforms can significantly improve profit margins.

Hotel phone calls often signal strong purchase intent. Research suggests that a notable portion of website visitors will call the front desk, and phone bookings can generate higher revenue than online booking engines when managed effectively. The challenge has been availability, not demand.

Ava operates continuously, handling inquiries and completing reservations during hours when many properties have reduced staffing or no coverage. The system identifies situations requiring human attention and appropriately transfers those calls, maintaining a balance between automation and personalized service.

“We built this to support front desk teams, not replace them,” Hickman said. “The goal is to handle routine calls so staff can focus on guests standing in front of them. When someone walks up to check in, and the phone is ringing off the hook, everyone loses. The guest at the desk gets split attention, and the caller gets voicemail.”

What Happens Next

roverIQ is working directly with early customers during the go-to-market phase, refining the product based on operational feedback from live hotel environments. The company takes a hands-on approach to implementation, tailoring voice workflows to individual property needs and service standards.

The broader question for the hospitality industry is whether specialized AI tools will proliferate or consolidate into comprehensive platforms. roverIQ’s current focus remains narrow, focusing specifically on voice communication for StayNTouch users. However, the PMS integration provides infrastructure that could expand into additional automation workflows as the product matures.

Hotels adopting voice AI maintain control over guest experience through customization options for voice personality, scripting parameters, and escalation protocols. This flexibility addresses concerns about automation diminishing the personal touch that defines hospitality, allowing properties to align technology with brand standards.