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....
by Are Morch | Aug 2, 2026 | Hotel AI Strategy
A management company faces a version of the AI question that no single hotel ever has to answer. Not whether to adopt AI, and not even how, but how to do it across a portfolio of properties that differ in size, brand, market, system, and readiness, without either...
by Are Morch | Jul 26, 2026 | Hospitality Leadership
There is a phrase I hear constantly in hotel AI conversations, and almost everyone who uses it means the wrong thing by it. The skill gap. When most people say a hotel has an AI skill gap, they picture a housekeeper who cannot navigate a new app, or a front desk agent...
by Are Morch | Jul 13, 2026 | Hospitality Leadership
I have spent a long time now looking at which hotels get real value from AI and which ones spend money and end up disappointed, and I want to report something that surprised me. The dividing line is not budget. It is not the size of the property, the sophistication of...
