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 | 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...
