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...
by Are Morch | Jul 6, 2026 | Hotel AI Strategy
Most hotels approach AI the way they approach any new technology. They look for a tool to buy, a vendor to hire, or a system to install. Then they wonder why the results never quite match the promise. The hotels that actually succeed with AI tend to have something...
by Are Morch | Jun 29, 2026 | Hotel AI Strategy
The honest answer is that it depends entirely on which application you start with and how prepared your data is before you begin. But here is a realistic picture, because vague answers help no one making an actual decision. A single AI application, implemented well in...
