Before You Put AI in Your 2027 Hotel Budget, Read This

by Are Morch | Oct 12, 2026 | Hotel AI Strategy

It is budget season, and somewhere in your 2027 numbers there is a line that says something about AI. Maybe it is a specific tool. Maybe it is a vague allowance that leadership insisted on because everyone else seems to be spending. Either way, I want to gently step...

The Two-Day Tax: Why Hotels Are Buying AI and Still Doing the Work by Hand

by Are Morch | Oct 5, 2026 | Hotel AI Strategy

Hotel AI readiness is usually discussed in terms of tools, budgets, and use cases, yet the clearest measure of it right now is time. The newest industry benchmark shows that more than 80% of hotel commercial teams still spend one to two days every week on manual...

The AI Is Ready. The Hotel Isn’t. And That May Be the Best News Yet.

by Are Morch | Sep 30, 2026 | Hotel AI Strategy

Something does not add up, and I want to walk through it with you like an investigation, because the numbers tell a story that most of the industry is reading backwards. Hotels now have access to genuinely capable AI. Leaders are experimenting with it for hours every...

The Booking Was Never the Whole Battle. Now the Payment Is Moving Too.

by Are Morch | Sep 21, 2026 | Hotel AI Strategy

Mastercard and Trip.com just connected AI recommendations to completed purchases inside the OTA’s own environment. For independent hotels, being recommended is no longer enough if someone else offers the smoothest way to pay. A pattern is emerging in hotel AI...

AI Is Moving Too Fast, Even Its Own Creators Say So. Here Is Why That Makes Hotel Readiness a Must, Not a Maybe

by Are Morch | Sep 14, 2026 | Hotel AI Strategy

When the people building AI start asking the world to slow down, the safest place for a hotel to stand is not the comfort zone, and not the fear zone, but the one in between that almost nobody talks about. Something happened this month that should change how every...

AI Is About to Start Making Decisions in Your Hotel. Here Is the Question That Matters Before It Does.

by Are Morch | Sep 7, 2026 | Hotel AI Strategy

The industry is quietly crossing the line from AI that advises to AI that acts. The hotels that navigate it well will not be the ones that hand over the keys, or the ones that refuse to. For the last few years, AI in hotels has mostly been an advisor. It analyzed, it...