by Are Morch | Jun 8, 2026 | Hotel AI Strategy
The short answer is yes, but only if you start in the right place. The longer answer depends on three things: what problem you are trying to solve, whether your current technology infrastructure can support the application you choose, and whether your team has the...
by Are Morch | Jun 3, 2026 | Hotel AI Strategy
Why Judgment, Not Automation, Will Decide the Future of Hospitality There is a moment most hotel leaders recognize instantly, even if they rarely articulate it out loud. It is the moment when the numbers say one thing, the team feels another, and the guest experience...
by Are Morch | Jun 1, 2026 | Hotel AI Strategy
If you run a small independent hotel and you have been reading the AI advice circulating in the hospitality industry, you have probably noticed that most of it was not written with you in mind. The case studies feature collections of properties with dedicated revenue...
by Are Morch | May 24, 2026 | Hotel AI Strategy
Most of the hotel AI advice circulating in the industry right now is being funded by someone who wants to sell you something. That is not an accusation. It is simply the structure of how technology advice reaches hotel owners and general managers. The conferences are...
by Are Morch | May 18, 2026 | Hotel AI Strategy
There is a number that should be sitting in the back of every independent hotel owner’s mind every time a reservation confirmation arrives in the inbox. It is the percentage of that booking that will never belong to the hotel. According to the Cloudbeds 2026...
by Are Morch | May 6, 2026 | AI for Hotels, Hotel AI Strategy
I have been in enough hotel boardrooms, executive meetings, and late-night strategy calls to know that when a new technology enters the conversation, the industry’s first instinct is to ask how to control it. The question comes wrapped in familiar language. Do we need...
