by Are Morch | Aug 24, 2026 | Hotel AI Strategy
You checked your Google ranking, and it looks fine. Search your town plus “boutique hotel,” and there you are, on the first page, maybe near the top. So you assumed you were visible. Then you opened ChatGPT and asked it to recommend a boutique hotel in...
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...
