by Are Morch | Aug 10, 2026 | Hotel AI Strategy
Short answer: the best AI chatbot for a boutique hotel is not the one with the flashiest conversation. It is the one backed by accurate, structured data about your specific property, because a chatbot is only ever as good as the information sitting behind its answers....
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 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...
by Are Morch | Jun 25, 2026 | Hotel AI Strategy
I remember a conversation I had with a hotel general manager several years ago while we were sitting in a quiet corner of his lobby, just after the morning check-out rush had settled down. He had been in the hospitality industry for more than two decades and had seen...
by Are Morch | Jun 17, 2026 | Hotel AI Strategy
I want to say something out loud that many people in hospitality feel but rarely articulate clearly, partly because it sounds too dramatic for an industry built on calm confidence, operational stability, and a belief that good service will always speak for itself. AI...
