by Are Morch | Jul 13, 2026 | Hospitality Leadership
I have spent a long time now looking at which hotels get real value from AI and which ones spend money and end up disappointed, and I want to report something that surprised me. The dividing line is not budget. It is not the size of the property, the sophistication of...
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 22, 2026 | Hospitality Leadership
There is a quiet assumption running through most hotel AI conversations that I want to challenge directly, because it is steering decisions in the wrong direction. The assumption is that AI decisions belong to technology people. The IT lead, the corporate innovation...
