Beyond OTAs: The New World of Optimizing Hotels for AI Visibility, Value, and Human Connection

by Are Morch | Sep 15, 2025 | Hotel AI, Hotel Optimization

There is a profound transformation underway in the hospitality industry, one that goes far beyond booking engines, price points, or even competition with OTAs. We are entering a new digital landscape where hotels must not only show up in search results but also become...

AI Security Isn’t Sexy, But It’s the Most Important Hotel Conversation You’re Not Having (Yet)

by Are Morch | Aug 18, 2025 | Hotel AI, Hotel Security

Let’s get real for a moment. Automation. Guest experience. Direct bookings. Revenue strategies. Everyone’s talking about how AI can revolutionize hospitality, and for good reasons. But when does the conversation shift to AI security? Crickets. Eyes glaze. The energy...

AI: The Ultimate Research Partner for Hotels

by Are Morch | Jul 31, 2025 | Hotel AI, Hotel Research

“In hospitality, knowledge is power. But when knowledge is served on a silver platter, tailored, synthesized, and ready to act upon, that’s pure magic.” — Are Morch, Digital Transformation & AI Coach Introduction: From Endless Searches to Instant Insights Picture...

Cracking the Human Code: Why AI Won’t Replace Hospitality – But Will Revolutionize It

by Are Morch | Jul 15, 2025 | Hotel AI, Human Code

Let’s get one thing straight: Artificial Intelligence is not coming to take over the hotel industry. It’s not even close. Despite the buzz, the bots, and the billion-dollar headlines, AI is not the savior or the slayer of hospitality. It’s the jetpack strapped to the...

The Future Just Knocked on Your Door: How Top Hotels Are Reinventing Room Service with AI

by Are Morch | Jul 7, 2025 | Hotel AI

Picture this: a guest checks into your hotel after a long flight, orders a warm meal, and within minutes, a sleek robot glides silently to their room—no tip expected, just a cheerful chime and a glowing screen saying, “Your comfort has arrived.” This isn’t sci-fi....

Adapt or Die: Why AI Agents Are the Game-Changer Hotels Can’t Ignore

by Are Morch | Jun 30, 2025 | AI Agents, Hotel AI

Artificial Intelligence has stepped out of the realm of futuristic speculation and into the heart of hospitality, fundamentally transforming how hotels operate, interact with guests, and achieve profitability. As leading tech giants IBM and NVIDIA recently showcased,...