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h2c’s global study: AI & automation in hospitality

The TL;DR

A global look into how hotel chains are adopting AI, where value is emerging, and the barriers holding the industry back — based on h2c’s global study of 171 hotel chains.

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AI is no longer a futuristic concept for hospitality — it’s here, it’s expanding, and it’s reshaping how hotels operate. As h2c’s global study reveals, AI’s true potential remains largely untapped.

Cloudbeds is proud to sponsor this landmark research, helping illuminate the state of AI adoption across hotel chains worldwide.

Methodology

Overall study results are based on input from 171 unique hotel chains. In total, 189 responses form the basis of our quantitative research, comprising of 177 online surveys, 12 executive interviews with hotel chains, and regional coverage across Europe, the Middle East & Africa, Asia Pacific, and the Americas.

In addition, 14 executive interviews with study sponsors were conducted to contrast their perspectives with the study results.

The state of AI adoption 

Even though trust in AI exists, the low reliance highlights a major gap in adoption and confidence — requiring urgent action by industry stakeholders.

78%

of hotel chains are using AI today

89%

are planning additional applications

3%

are neither using nor planning to adopt AI

Most hotel chains are in the early stages of AI adoption, primarily experimenting with general- purpose tools such as ChatGPT for text and image generation, and/or hospitality-specific platforms.

Only 1% report that AI is central to their business model, and none identify it as a core component of select offerings—highlighting a tactical rather than strategic approach to integration.

Turn AI hype into impact.

See what’s actually working across 171 hotel chains worldwide.

Get the report

The biggest challenges of adopting AI & automation

Lack of AI expertise is twice as big a challenge as organizational resistance to change.

62%

lack of AI expertise, training, or skill gaps

51%

have no clear AI strategy or roadmap

45%

have integration challenges with existing systems

AI investment decision-driving factors

Integration with existing systems, reducing manual tasks, and proven revenue impact are the top priorities for AI investment.

ROI potential, data security/compliance, and guest experience personalization remain strong secondary drivers, reinforcing risk mitigation and business case validation.

70%

easy integration

69%

reduction of repetitive or manual tasks

69%

proven impact on revenue growth

Thoughtful AI adoption is essential for hospitality success

Unlocking AI’s full value in hospitality requires more than investment in technology—leaders must also prioritize staff skills, robust strategies with clear ROI, and enterprise-wide integration.

As the industry progresses from experimentation to scalable adoption, those who weave AI into the core of both guest experience and operations will shape the next standard in competitive hospitality.

There’s more to see! Download the report for:

  • How automated marketing activities compare across chains
  • Where AI is delivering the most value for the guest experience
  • AI’s impact on staffing, training, and job roles
  • Comfort levels with AI-driven pricing (and where expectations fall short)
  • The AI innovations expected to reshape hospitality next
  • Which functions are predicted to be fully automated by 2030

Don’t guess your AI strategy.

Build it with global benchmarks and the barriers holding your competitors back.

Get the report
Published on 20 November, 2025 | Updated on 20 November, 2025
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About Lana Cook

Lana Cook is a Content Manager at Cloudbeds where she is able to combine her love of writing and passion for travel. She has spent the last few years writing about all things technology and the ways in which it can be used to help businesses thrive. When she’s not busy writing, you can find her checking out the latest movie or searching for a new TV show to binge.

View all articles by Lana Cook