How Ready Is Europe’s Hotel Industry for AI? Insights from a Multi-Country Survey
Talk to any hotel executive today and artificial intelligence is almost guaranteed to be part of the conversation. From predictive analytics to personalised guest messaging, AI is widely seen as the next frontier in hospitality innovation. But how far have we really come, and where is the line between aspiration and implementation? To answer that, we surveyed over 1,000 hotels across Europe.
If you talk to any hotel executive today, the topic of artificial intelligence (AI) is almost guaranteed to come up. From predictive analytics to personalised guest messaging, AI is widely regarded as the next frontier in hospitality innovation. But how far along are we really? And what is the difference between aspiration and implementation?
To find out, we recently surveyed over 1,000 hotels in Austria, France, Germany, Italy and Switzerland. Results were insightful, not only because of the ways in which AI is already being used in hotels, but also because of the areas in which it is struggling to take root.
The Hotel Yearbook 2025 - Technology Edition
The HOTEL Yearbook Technology 2025 delves into the transformative power of data in the hospitality industry, exploring how the "everything-data decade" is reshaping the landscape. This year's edition brings together perspectives from global hotel brands, technology providers, consultants, and academics to answer a critical question: How can hotels harness technology to drive real, sustainable success?