by Are Morch | Oct 26, 2026 | Hotel AI Strategy, Hotel Operations
Peak season is almost here, and most hotels are bracing to survive it. I want to offer a different way to think about the weeks ahead, because the holiday rush is about to hand your hotel something far more valuable than a strong revenue month. It is about to show...
by Are Morch | Oct 20, 2026 | Hotel AI Strategy, Hotel Operations
I want to start with something I believe most of the AI conversation in our industry gets completely wrong about hotels. Hotels do not adopt AI because everyone else seems to be doing it. The crowd has never been a reason that moves a good operator. They do not adopt...
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...
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...
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...
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...
