AI adoption reaches 91% of global hotel chains

A recent study by h2c reveals that 91% of hotel chains globally have already implemented some form of artificial intelligence. An additional 8% of organizations expect to adopt these technologies within the next 12 to 24 months.

Despite high operational adoption, only 28% of companies possess a comprehensive corporate strategy led by senior management. Most organizations currently rely on fragmented tools, departmental initiatives, or pilot projects rather than long-term planning. Key use cases include guest communication, revenue management, reputation control, and internal process automation.

The study, which surveyed 100 hotel groups representing over 800 properties and 1.3 million rooms, identified significant barriers to expansion. More than half of respondents cited a lack of internal expertise and specialized training as primary obstacles, alongside challenges regarding integration with existing systems and the absence of clear roadmaps. Future innovation is expected to focus on autonomous agents and algorithm-driven booking channels.