Overview
- The study reports 78% of hotel chains already use AI, with 89% planning to expand applications within the next 12–24 months.
- Chatbots are the leading current use at 42%, while customer data management tops planned rollouts at 50%.
- Despite uptake, average organisational reliance scores just 4.7 out of 10, with only 6–7% having a company-wide AI strategy and 11% holding dedicated budgets.
- Top obstacles to scaling are lack of AI expertise at 62%, unclear strategy at 51%, and integration challenges at 45%.
- Most hoteliers view AI as an enabler, and more than four in ten expect reservations, call centres, guest data, revenue management and digital marketing to be fully automated within five years.