by Are Morch | Dec 28, 2025 | Hotel AI, Hotel Guests
I’ve had this conversation dozens of times with hoteliers and General Managers across brands, independents, and boutiques: “We know AI is coming. But guests don’t ask for it. They ask for better service.” And they’re right, at least on the surface. Guests don’t walk...
by Are Morch | Dec 15, 2025 | AI Training, Hotel AI
The Future Isn’t Coming, It’s Already in Your Lobby Picture this: A guest checks in after a long-haul flight. Instead of fumbling with forms, waiting for a key card, or asking about late-night dining, they receive a message before arrival: “Welcome, Emma. We noticed...
by Are Morch | Dec 8, 2025 | Hotel AI, Hotel Possibilities
The Box We Never Questioned Hospitality loves to talk about “thinking outside the box.” But here’s the uncomfortable truth: “Even when we think outside the box, the box is still there.” It quietly shapes how we design services, train teams, and define success. It’s...
by Are Morch | Dec 3, 2025 | Blue Ocean Strategy, Hotel AI
Red Oceans, Blue Horizons: A New Era for Hotels Imagine this: two hotels side by side. Both boast rooftop pools, chic lobbies, and decent coffee. Yet one is bleeding profits while the other thrives, not by doing more—but by doing different. The latter doesn’t compete...
by Are Morch | Nov 11, 2025 | Hotel Tax
As India’s tourism sector grows in 2025, understanding hotel tax rates is important for both hoteliers as well as travellers. Clear knowledge of GST slabs, occupancy taxes, and other charges helps hotels stay compliant, plus it ensures transparent billing for guests....
