by Are Morch | Jan 13, 2026 | AI Education, Digital Transformation, Hotel AI
The Tech Adoption Gap in Hospitality Ask any hotelier what frustrates them about technology, and you’ll hear a familiar refrain: “Why does our industry lag so far behind in digital transformation and AI?” Compared to retail, travel tech, and even restaurants, hotels...
by Are Morch | Jan 7, 2026 | Blue Ocean Strategy, Hotel AI
Introduction: Why This Moment Matters Hospitality has always been about experiences. A smile at check-in. A story shared at the lobby bar. A room that feels just right after a long flight. But in 2025, experience isn’t just about service anymore; it’s about strategy....
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...
