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 | Jun 22, 2026 | Hospitality Leadership
There is a quiet assumption running through most hotel AI conversations that I want to challenge directly, because it is steering decisions in the wrong direction. The assumption is that AI decisions belong to technology people. The IT lead, the corporate innovation...
