by Are Morch | Sep 7, 2026 | Hotel AI Strategy
The industry is quietly crossing the line from AI that advises to AI that acts. The hotels that navigate it well will not be the ones that hand over the keys, or the ones that refuse to. For the last few years, AI in hotels has mostly been an advisor. It analyzed, it...
by Are Morch | Aug 31, 2026 | Hotel AI Strategy
The transaction moved into the conversation this week. Here is what that means for a hotel that was not invited, and what to do about it. Something happened this week that I have been expecting for a while, and it still landed with more weight than I anticipated. On...
by Are Morch | Aug 24, 2026 | Hotel AI Strategy
You checked your Google ranking, and it looks fine. Search your town plus “boutique hotel,” and there you are, on the first page, maybe near the top. So you assumed you were visible. Then you opened ChatGPT and asked it to recommend a boutique hotel in...
by Are Morch | Aug 17, 2026 | Hotel AI Strategy
A traveler used to type “boutique hotel New Orleans” into Google and scroll through a page of links, deciding for themselves. Increasingly, they do something different. They open ChatGPT or Perplexity and ask a full question, something like “where...
by Are Morch | Aug 10, 2026 | Hotel AI Strategy
Short answer: the best AI chatbot for a boutique hotel is not the one with the flashiest conversation. It is the one backed by accurate, structured data about your specific property, because a chatbot is only ever as good as the information sitting behind its answers....
