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 | May 3, 2026 | AI for Hotels
Introduction: The Real Problem Is Not AI Every week I speak with boutique hotel owners and general managers who say the same thing in slightly different ways, and it always comes back to one simple reality that feels bigger than it actually is. We know AI is coming....
by Are Morch | Mar 1, 2026 | Hospitality AI, Hotel AI
The hotels that will win the next decade won’t be the ones that adopt AI fastest. They’ll be the ones that align the deepest. Because here’s what few leaders want to admit: AI doesn’t fix broken workflows. It exposes them. It’s not a patch, it’s a mirror. And what it...
by Are Morch | Apr 13, 2025 | AI In Hospitality, Hotel AI
The hospitality industry is no stranger to buzzwords. From “luxury experience” to “personalized service,” we’ve heard it all. But few terms have generated as much excitement—and skepticism—as Artificial Intelligence (AI). As hoteliers and...
by Are Morch | Jan 26, 2025 | General Manager Talks
Welcome to General Manager Talks—Where Leadership Meets Innovation! In this exciting series, I team up with innovative and forward-thinking hotel General Managers who are shaping the future of hospitality. Together, we explore how innovations and digital...
