by Are Morch | Aug 10, 2026 | Hotel AI Strategy
Short answer: the best AI chatbot for a boutique hotel is not the one with the flashiest conversation. It is the one backed by accurate, structured data about your specific property, because a chatbot is only ever as good as the information sitting behind its answers....
by Are Morch | Jul 26, 2026 | Hospitality Leadership
There is a phrase I hear constantly in hotel AI conversations, and almost everyone who uses it means the wrong thing by it. The skill gap. When most people say a hotel has an AI skill gap, they picture a housekeeper who cannot navigate a new app, or a front desk agent...
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...
