AI Is Moving Too Fast, Even Its Own Creators Say So. Here Is Why That Makes Hotel Readiness a Must, Not a Maybe

by Are Morch | Sep 14, 2026 | Hotel AI Strategy

When the people building AI start asking the world to slow down, the safest place for a hotel to stand is not the comfort zone, and not the fear zone, but the one in between that almost nobody talks about. Something happened this month that should change how every...

Google Just Started Booking Hotels Inside AI. Independent Hotels Were Not on the List.

by Are Morch | Aug 31, 2026 | Hotel AI Strategy

The transaction moved into the conversation this week. Here is what that means for a hotel that was not invited, and what to do about it. Something happened this week that I have been expecting for a while, and it still landed with more weight than I anticipated. On...

Why Your Hotel Ranks on Google but Vanishes in ChatGPT

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...

The Hotel AI Skill Gap: Why Your Team’s AI Capability Is Your Most Important Investment

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...

What the Hotels Getting AI Right Have in Common, and It’s Not Budget

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...