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...
by Are Morch | Jun 17, 2026 | Hotel AI Strategy
I want to say something out loud that many people in hospitality feel but rarely articulate clearly, partly because it sounds too dramatic for an industry built on calm confidence, operational stability, and a belief that good service will always speak for itself. AI...
by Are Morch | Jun 15, 2026 | Hotel AI Strategy
Most boutique hotel owners I talk to are not struggling with whether to adopt AI. They have already accepted that it matters. What they are struggling with is the question that comes immediately after that acceptance: how do I actually do this without breaking the...
