European hotels are actively discussing the implementation of artificial intelligence and are increasingly looking for ways to improve efficiency through new technologies. However, despite the clear interest in AI capabilities, many accommodation providers face serious obstacles on the path to integrating digital solutions. Why, despite the many promised benefits, is the implementation process progressing so slowly and unevenly? How will the hospitality industry change if these barriers can be overcome?
Interest in AI and the actual level of implementation
The scale of interest in AI among European hotels is confirmed by a study from the University of Applied Sciences Western Switzerland (HES-SO Valais-Wallis). Respondents note that artificial intelligence can be beneficial for reservations (68%), marketing (62%), guest relationship management (51%), and data analysis (49%). Nevertheless, only 41% of those surveyed actually use AI in their operations, while 43% do not implement such technologies at all.
The study was based on responses from more than 1,500 hotels from Austria, Germany, France, Greece, Italy, and Switzerland. Such coverage makes the sample one of the most representative in the European market. Analysts note that the hotel business is now at the stage of moving from the curiosity phase to the stage of actual operational implementation of AI.
Popular technologies and application scenarios
The most in-demand tools among European hotels turned out to be content generation services such as ChatGPT or Gemini — 74% of hotels experimenting with AI use them. Online review analysis tools have been implemented in 44% of cases, and dynamic pricing solutions are used by 42% of hotels applying digital innovations.
Hotels are less willing to adopt more complex technologies that require significant investment or infrastructure changes. Among these are chatbots (31%), facial recognition systems (2%), robotic solutions (3%), and waste analytics (8%). Such disparity in adoption is explained by the fact that hotels prefer simple and quickly implemented services that directly affect guest experience and do not require large-scale technical transformations.
What prevents hotels from taking full advantage of AI?
Despite the obvious advantages, the implementation of artificial intelligence is hindered by a whole group of factors. According to the HES-SO Valais-Wallis study, the main barrier for 39% of respondents was insufficient knowledge of available AI services. High initial implementation costs became a problem for 35% of those surveyed, while technical complexity and a lack of qualified specialists were cited as difficulties by 34% and 32% of hoteliers, respectively.
A Booking.com survey also confirms similar concerns: 53% of European accommodation providers do not implement modern technologies due to a lack of competencies in their teams. Additional fears are related to data privacy issues, difficulties integrating AI with existing technologies, and uncertainty about return on investment.
As noted by participants of the HITEC 2025 conference and industry experts, in addition to objective barriers, there is also widespread skepticism regarding the “hype” around artificial intelligence and concerns about its real benefits for hotels.
Expert opinions and the state of the market
Analysts at HES-SO Valais-Wallis emphasize: “There is no universal solution for all AI tasks in the hospitality industry.” Sabre Hospitality President Scott Wilson, in an interview with PhocusWire at HITEC, specifically noted: “AI will deliver results only where its application clearly affects business processes and where solutions lead to tangible results. This is too vast an area to count on a single universal solution.”
Experts also advise focusing on specific tasks and key scenarios, implementing AI gradually, taking into account the characteristics of each business. The right strategy is to transform technologies into understandable everyday work processes, rather than just jump on the bandwagon.
Small, medium, and large hotels: what suits whom?
Differences in the scale of the hotel business directly affect the choice of digital tools. Small hotels usually need simple solutions that are ready for immediate implementation, as well as training for the team. Large hotel chains, on the contrary, face the need to develop data management systems, implement information security policies, and organize large-scale changes in operations.
Medium-sized hotels are caught in the middle: on the one hand, they do not always have access to the resources of large corporations, on the other — they are forced to work with fragmented technological solutions, facing integration difficulties.
Advantages and initial experience of AI implementation
Although mass implementation is progressing slowly, surveyed hoteliers rate the benefits of AI at an average of 6.6 out of 10 points. In practice, hotels note reducing guest request processing time, automating routine operations, improving pricing accuracy, and the ability to respond quickly to changes in demand.
Similar successes can be seen in other industries: for example, the banking sector has long used AI for risk management, retail — for personalized offers, and airlines — for route optimization and customer service.
Hotels and accommodation providers that have implemented AI services note a noticeable increase in popularity among tourists also due to more personalized room selection and the choice of additional services, ranging from excursion selection to towel color and the brands of selected shampoos.
Drawing on experience in providing personalized services with the help of artificial intelligence was made possible by the experience of implementing similar solutions in related entertainment and leisure sectors:
Streaming platforms — Netflix and Spotify use AI recommendations, which has increased user retention and viewing/listening time.
Media and content platforms — YouTube uses AI for moderation, recommendations, and predicting viewer interests, which has increased engagement and advertising revenue.
The online gambling industry — analyzes player behavior and, based on this data, forms personalized selections of bonuses and promotions, tailoring offers to the playing style.
In talking with the owner of a small private hotel on the border of Slovakia and Poland, we learned about his experience using AI assistants. He noted that most of the contribution to competent integration was made by the gambling industry, sharing knowledge about how such systems are used: “We spent a long time trying to find similar resources that would agree to teach us how to properly use AI in our business and see website analyzing bonus offers of online casinos. We decided to write to them and they responded to us.” After contacting their representative, they received explanations about which personalization principles are most effectively scalable beyond iGaming. He emphasized that proper algorithm configuration allows hotels to more accurately predict guest needs even before their arrival, increasing guest satisfaction and reducing service costs.
What will help accelerate AI implementation?
To accelerate the digital transformation of the hotel sector, experts advise expanding educational programs for managers and staff, reducing the cost of technological solutions, and developing cooperation with AI providers. It is also important to develop flexible strategies adapted to the diversity of the hotel market and not be afraid to experiment with new tools in practice.
Can European hotels overcome difficulties in the coming years and move to mass use of artificial intelligence? This question remains open, but the trend toward digitalization is not slowing down.
What is AI in hotels?
Artificial intelligence in the hospitality industry is a set of software solutions that automate and improve business processes. This includes intelligent reservation systems, feedback analysis tools, personalized guest services, and digital assistants for staff.
Brief note: historically, the first experiments with AI in hotels began with simple chatbots and room allocation systems. Today, technologies have advanced far, allowing for the automation of marketing, revenue management, and even internal service logic.
The digitalization of the hotel business has clearly moved from theory to practical solutions. The industry faces questions that require the ability to analyze, learn, and adapt along with new technologies.