Where hotels stand on AI and automation today and what’s next
Artificial Intelligence is no longer a future concept for hospitality. It is already reshaping how hotels operate, engage guests, and drive revenue. Yet while adoption is accelerating, strategy still trails behind.
According to h2c’s 2025 Global AI & Automation Tech Report, sponsored by SuitePad, the industry stands at a turning point: innovation is advancing fast, but alignment and structure remain works in progress.
Key insights shaping the AI landscape
78% of hotels are already using AI in some capacity.
72% report having no dedicated AI budget.
78% still lack a formal AI strategy to guide investment or implementation.
Only 8% have a company-wide AI roadmap led by senior leadership.
62% cite a lack of AI expertise as their biggest barrier, more than double those concerned about ROI.
Business Intelligence and Data Analytics (7.8/10), chatbots (7.7/10), and digital marketing (7.2/10) rank as the top AI value creators.
Guest-facing applications such as upselling (54%) and personalized booking (49%) are expected to grow fastest over the next two years.
“Hotels trust AI, but they don’t yet rely on it.”The report reveals that while trust averages 6.6 out of 10, reliance remains just 4.7, highlighting a significant opportunity gap.
Balancing innovation with practicality
The study, based on 189 responses from 171 hotel companies worldwide, maps how hotel groups across Europe, the Middle East and Africa, Asia Pacific, and the Americas are approaching automation today. From guest personalization to operational optimization, the findings show both momentum and hesitation as hotels navigate the path from experimentation to execution.
SuitePad’s sponsorship highlights its commitment to open knowledge exchange and to future-proofing hospitality through accessible research, insights, and best-practice sharing.
Access the full report
Discover the full set of benchmarks, challenges, and opportunities shaping AI and automation in global hospitality.
