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 | Jan 7, 2026 | Blue Ocean Strategy, Hotel AI
Introduction: Why This Moment Matters Hospitality has always been about experiences. A smile at check-in. A story shared at the lobby bar. A room that feels just right after a long flight. But in 2025, experience isn’t just about service anymore; it’s about strategy....
by Are Morch | Nov 13, 2017 | Hotels
How Hotels manage the period between when insight is first generated and when a concept is ready for development is the key to getting discontinuous innovation off the ground. These are crazy ideas that don’t fit the existing capabilities of the Hotel business models...
