AI adoption in hospitality is advancing unevenly between independents and major hotel groups. Only about 7 % of large chains have a company-wide AI strategy, slowed by complex structures, data silos, and legacy systems. Independent hotels move faster because decisions are centralized and returns are clearer. They focus on guest-facing tools like chatbots, personalization, and automated messaging. Larger groups prioritize scalable systems such as revenue optimization and demand forecasting but face slower rollout cycles. Across regions, especially in Europe, interest is growing, yet adoption remains limited by budget and operational barriers rather than intent.
