Artificial intelligence (AI) is now a common feature in hotel chains worldwide, with 91% of them already utilising AI technologies, according to h2c's latest study, "The AI Opportunity 2026: Real Wins for Guests, Staff, and Hotel Operators." Despite this widespread adoption, only 28% of these chains have a company-wide AI strategy led by senior leadership, highlighting a significant gap in enterprise readiness.
The study, which gathered insights from 113 hotel chains representing over 8,200 properties globally, reveals that AI is primarily being used in operational efficiency and automation, with 70% of respondents noting improvements in these areas. However, financial returns remain elusive, with only 13% reporting measurable return on investment from AI initiatives.
AI's role in enhancing guest experiences is also noted, with 32% of organisations reporting improvements. However, the lack of internal AI expertise, cited by 56% of respondents, remains a major barrier to broader implementation. Other challenges include integration with existing systems and data governance issues.
Hotel chains are increasingly turning to external technology providers, with 60% of AI usage attributed to public tools like ChatGPT. The study also highlights a growing interest in AI-driven booking channels, with 70% of respondents expecting these to increase direct bookings in the near future.
As the hospitality industry continues to explore AI's potential, the focus is shifting towards developing the necessary skills, data management, and strategic frameworks to fully leverage AI's capabilities
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
