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...
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....
