91% of Hotels Use AI, but Only 22% Monitor AI Search Visibility, Reveals 2026 Industry Study
💻 The h2c AI Opportunity Study 2026, released on October 2, surveyed 113 hotel groups with over 8,200 properties. 91% use AI, but only 28% have a company-wide AI strategy, and 13% report measurable ROI. 70% expect AI booking channels to boost direct bookings, yet only 22% monitor AI search brand visibility. HOTREC's European Hotel Distribution Study 2026 found 51% of hotels report OTA rate undercuts, increasing 8 points since 2023.
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