The study, “AI & Automation in Hospitality: Navigating Today’s Challenges, Shaping Tomorrow’s Gains”, was conducted by h2c GmbH and sponsored by Ireckonu along with other industry partners. Drawing on 189 responses and 26 interviews with executives from 171 hotel chains, representing 11,000 properties and 1.3 million rooms worldwide, the research provides a snapshot of how AI adoption is unfolding across the sector.AI adoption widespread but still tactical
The survey found that 78% of hotel chains have adopted some form of AI, though most efforts remain limited to pilots or public tools rather than structured enterprise strategies. Only 7% of hotel chains report having a wider AI strategy, and just 1% describe AI as central to their business model.
The most common current applications are chatbots (42%), with future priorities including customer data management (50%), upselling (54%), and personalized booking experiences (49%).
Barriers to scaling
Despite growing adoption, key barriers remain:
- Lack of expertise (62%)
- Unclear strategies (51%)
- Integration challenges (45%)
- Cross-departmental data-sharing issues (32%)
- Departmental data silos (29%)
In addition, only 22% of hotel chains report having a centralized data structure to support AI tools, and just 21% use a centralized content or data platform across departments.
AI and guest experience
The study highlights strong potential for AI in guest-facing applications, with 72% of hotel chains already using AI to enhance guest interactions and 84% planning further rollouts. Automated guest communications (currently 44%) is the only area where adoption already outpaces planned growth.
“AI is no longer optional. Hoteliers who fail to embrace it risk being left behind. While most have begun adopting AI, many still struggle to use it effectively. Building a unified data foundation and developing specialized expertise are key to unlock its full potential, enabling personalized guest experiences, improving operational efficiency, and driving sustainable revenue growth across their properties.” said Jan Jaap van Roon, CEO of Ireckonu.
For travel and hospitality professionals, the findings underline that while AI adoption is accelerating, it remains fragmented and tactical. Without stronger data structures, integration, and expertise, the industry risks missing opportunities to scale personalization, optimize operations, and drive revenue growth.
The report suggests that the next competitive advantage in hospitality will not be simply adopting AI, but ensuring it is strategically embedded into operations through effective data governance and cross-departmental collaboration.
Tags: artificial intelligence (AI), hotel, Jan Jaap van Roon, Ireckonu, h2c GmbH
