Global research shows that while hotels welcome artificial intelligence, they are not using AI systems holistically or strategically.
According to a new report, 78% of hotels use AI or automation, yet only 8% of hotels have an AI strategy in place.
This data suggests that despite hotels around the world claiming to be optimistic about artificial intelligence, most are not leveraging its full potential.
This conclusion comes from the latest research from h2c GmbH’s global study “AI and Automation in Hospitality” in collaboration with Profitroom. Researchers interviewed executives from hotel chains around the world, which have about 200 different companies contributing data.
The survey revealed a significant “trust and trust gap.” Hoteliers rate their trust in AI at 6.6 out of 10, but their actual reliance on AI lags just behind at 4.7.
The study highlights that while 78% of hotel chains are currently using some form of AI and 89% plan to further apply it, most initiatives remain in pilot projects or rely on public tools rather than integrated business-wide solutions.
Importantly, only 8% of hotel chains have a formal enterprise-wide AI strategy, making implementation fragmented and limiting the ability to measure return on investment.
The study identifies key areas where AI is already delivering value. Business intelligence and data analytics received the highest scores for perceived value, followed by chatbots and digital marketing applications.
Automating guest interactions such as upsells (54%) and personalized booking processes (49%) are showing strong momentum, indicating that the introduction of AI has the potential to significantly improve the direct booking experience.
“Hotels are trusting AI more than relying on it. This represents a missed opportunity,” said Patrick Luszcz, regional director at Profitroom.
“Independent and boutique hotels in the UK risk falling behind unless they take a strategic approach to automation. Rather than being treated as an experiment, AI is most effective when integrated into core operations, from the booking flow to guest communication.”
According to the study, lack of expertise (62%) and unclear strategy (51%) are the top barriers preventing hotels from effectively scaling AI. Further challenges include data integration issues, high costs, and difficulty measuring ROI.
Profitroom’s platform provides a practical solution for UK hoteliers looking to move from pilot projects to tangible results. By centralizing data, automating routine processes, and personalizing guest behavior, hotels can increase efficiency, upsell more effectively, and free up staff time to focus on delivering human-driven experiences.
“AI doesn’t replace staff; it gives them time to do what they do best,” Luszcz adds. “Hotels that intelligently integrate AI can gain a competitive advantage by increasing efficiency, personalizing the guest experience, and ultimately directly driving revenue.”
The report also warns that without a clear strategy and integration, most hotels will fail to realize the ROI promised by AI, leading to fragmented implementation and many initiatives remaining underutilized or abandoned.
