In hospitality, AI adoption is moving faster than trust.
RoomPriceGenie has published findings from its 2026 State of Revenue Management Report, a study on the use of artificial intelligence and revenue management tools in hospitality.
© Seventyfour
According to the study, conducted by Sapio Research for RoomPriceGenie in May and June 2026 among 450 accommodation decision-makers, 53% of hotels already use AI to help set prices. Sixteen per cent use it extensively. Only 11 per cent of respondents rule out adopting this type of tool for revenue management.
Adoption therefore appears well under way. But it does not mean professionals are ready to let algorithms decide on their own. Only 10 per cent of respondents say they fully trust AI and would let it take the majority of pricing decisions.
By contrast, 30 per cent trust it for some recommendations, while 37 per cent say they are only partly reassured and check most of its suggestions by hand.
Finally, 16 per cent use AI only as a source of guidance. For 4 per cent of respondents, trust is low and the recommendations would not be used. And 3 per cent say they do not yet know how AI could help them with revenue management.
AI is therefore used mainly as an assistive tool. It can analyse data, spot shifts in demand and suggest a price, but the final sign-off generally remains human.
The report highlights a need for transparency: professionals want to know why a price is being recommended before they apply it.
The report does not depict an industry on the verge of handing over pricing decisions to autonomous systems.
It instead shows a shift towards a model in which AI helps teams save time, spot trends and interpret growing volumes of data.
The next step will probably not just be to make algorithms more powerful. It will also depend on their ability to explain their recommendations and on the quality of the data used.