AI and automation in hospitality: Key takeaways from the h2c global study 2025

As a proud sponsor of the h2c global study 2025, we’re excited to share the most impactful insights into how AI and automation are reshaping the hospitality industry. The report offers a detailed view of AI’s growing role, the barriers to full-scale integration, and the opportunities for hoteliers to innovate in an increasingly tech-driven landscape.

Here’s what stands out:

• Rapid growth in AI adoption: AI adoption is accelerating: 78% of hotel chains have already integrated AI solutions, and 89% plan to expand their use within the next 12 to 24 months. Chatbots remain the leading application, enhancing guest communication. Future growth will focus on customer data management and personalised guest experiences.

• Strategic and integration gaps: Despite widespread adoption, true strategic integration is still limited. The average AI reliance score stands at just 4.7 out of 10. Only 6% of hotel chains have a company-wide AI strategy, signalling a need for clearer roadmaps and stronger alignment between tech initiatives and business goals.

• Automation and business intelligence drive value: Business intelligence is seen as the most valuable AI application, cited by 78% of respondents, followed by guest communication tools (77%) and digital marketing (72%). AI-driven automation is helping reduce manual processes, allowing staff to focus on delivering more meaningful and personalised guest experiences.

Curious to read more? Download the Tech Report here.