Hotels trust AI more than they use it

Study reveals a striking ‘trust–reliance gap’

Global research reveals hotels welcome Artificial Intelligence – but they’re not using the AI systems holistically or strategically.

According to a new report, just 8% of hotels have an AI strategy - despite 78% of them using AI or automation.

The data suggested that hotels around the world claim to be optimistic about artificial intelligence, yet most are failing to realise its full potential.

This conclusion comes from the latest research from h2c GmbH’s Global Study: AI & Automation in Hospitality - in conjunction with Profitroom. Researchers interviewed senior figures in hotel chains across the world with nearly 200 different businesses contributing to the data.

The study reveals a striking ‘trust–reliance gap’ - hotel operators rate their trust in AI at 6.6 out of 10, yet their actual reliance on it lags at just 4.7.

The research highlights that while 78% of hotel chains currently use AI in some form, and 89% plan further applications, most initiatives remain pilot projects or rely on public tools rather than integrated, business-wide solutions.

Critically, only 8% of hotel chains have a formal company-wide AI strategy, leaving adoption fragmented and limiting the ability to measure return on investment.

The study identifies key areas where AI is already delivering value. Business intelligence and data analytics scored highest for perceived value, followed by chatbots and digital marketing applications. 

Guest-facing automation, such as upselling (54%) and personalised booking journeys (49%), shows strong momentum, indicating that AI adoption could significantly enhance the direct booking experience.

Patryk Luszcz, Regional Director at Profitroom, said: “Hotels trust AI more than they rely on it – and that represents a missed opportunity.”

“Independent and boutique hotels in the UK risk falling behind unless they take a strategic approach to automation. AI works best when it is embedded into core operations – from booking flows to guest communications – rather than treated as an experiment.”

According to the study, lack of expertise (62%) and unclear strategies (51%) are the top barriers preventing hotels from scaling AI effectively. Additional challenges include data integration issues, high costs, and ROI measurement difficulties.

Profitroom’s platform provides practical solutions for UK hoteliers looking to move from pilot projects to tangible results. By centralising data, automating routine processes, and personalising guest journeys, hotels can increase efficiency, upsell more effectively, and focus staff time on delivering human-led experiences.

“AI isn’t about replacing staff – it’s about giving them time to do what they do best,” Luszcz adds. “Hotels that integrate AI intelligently will gain a competitive edge by improving efficiency, personalising guest experiences, and ultimately driving direct revenue.”

The report also warns that without clear strategy and integration, most hotels may fail to realise the ROI promised by AI, with fragmented adoption leaving many initiatives underused or abandoned.