How Do Hotels And Resorts Use AI?

Hotels across the world are talking about AI, but few have managed to use it properly. h2c GmbH’s Global Study: AI & Automation in Hospitality in partnership with Profitroom tells us that 78% of hotel chains use AI in some form and 89% plan to expand their use. But even then, only 8% have a company-wide strategy. Researchers interviewed senior staff in nearly 200 hotel chains worldwide and found that most projects stay as limited trials rather than integrated systems.

The study found that hotels rate their trust in AI at 6.6 out of 10, while their actual reliance sits much lower at 4.7. This “trust–reliance gap” means there’s uncertainty over how to make the most of the technology. Business intelligence and data analytics scored highest for perceived value, followed by chatbots and digital marketing. Guest-facing tools like upselling at 54% and personalised booking at 49% also show more are using it, though many systems are still disconnected.

According to Profitroom, the main barriers to growth are…

Lack of expertise – 62%
Unclear strategies – 51%

Other difficulties include data integration, high costs and measuring ROI. Without proper structures, many hotels risk missing out on the benefits AI can bring to efficiency and customer service.

Are Humanoid Robots Changing Hotel Service?

A new generation of humanoid AI agents is appearing in hotel lobbies, and some hoteliers see them as a way to stay competitive in 2025. Filip Linek, Founder and CEO of FLAE Robotics, said advances in natural language processing and robotics have made automation smarter and more personal. Investment in AI within the hospitality sector has risen 250% compared with the previous year, with 42% of companies spending between $1 million and $5 million.

The industry is still staying cautious…

Nearly 60% of businesses cite trust and accuracy issues and more than 60% still prefer to maintain a human customer service presence. Hoteliers are trying to be efficient while adding the personal warmth that defines hospitality. Tasks like check-in and luggage assistance can be handled and human staff can handle more complex guest needs.

The technology behind these AI agents advances really fast. Multilingual chatbots can now communicate in Mandarin, Spanish, Arabic and English, with 24/7 support through apps and websites. They remember guest preferences and integrate with hotel systems to create smoother and more personalised stays. For many hotels, these tools help remove language barriers and create quicker, more comfortable experiences for guests.

Other than efficiency, humanoid AI has also become part of a hotel’s brand identity. Guests often photograph or film their interactions, turning these robots into free marketing tools. In a competitive market, standing out through innovative service helps hotels attract attention without spending heavily on advertising.

Linek advised that success depends on preparation. Hotels need strong Wi-Fi, secure systems and data integration before adopting humanoid agents. Training staff to work with AI is equally important, turning machines into helpful teammates rather than replacements. Testing technology in one property before expanding helps measure guest satisfaction and return on investment.

Is AI Changing How People Choose Holidays?

AI is also beginning to influence how travellers plan trips. ABTA’s Holiday Habits 2025–26 report found that 8% of people now use AI to inspire their holidays, up from 4% last year. That means one in 12 travellers uses AI when deciding where to go.

Younger people are leading this change. About 18% of those aged 25–34 and 13% of those aged 18 to 24 used AI for holiday ideas, compared with 3% of those aged 55 to 64. Traditional tools still dominate, with 48% using internet searches and 41% relying on friends or family, but AI’s growth shows how technology is starting to influence travel habits.

ABTA said 43% of people would feel confident letting AI plan a holiday, and 38% would trust it to book on their behalf. The group believes this trend will grow as more travellers use technology to save time and find personalised recommendations.

Also, it found that more people are actually choosing the solo travel route. Nearly 19% of people took a holiday alone in the past year, the highest since ABTA began tracking it in 2014. The increase is driven by under-45s, who value flexibility and independence. ABTA’s Chief Executive Mark Tanzer said that tech makes it easier for solo travellers to stay connected while going about their travels.