91% of Hotel Chains Use AI, Yet Only 28% Have Enterprise-Wide Strategies, Reports h2c Study
💻 October 1, 2026, Berlin—91% of 113 hotel chains globally use AI, with 8% planning adoption soon, as per h2c’s AI Opportunity Study 2026. Despite widespread use, only 28% have a company-wide strategy. Predominantly, AI is used in pilots or departmental initiatives. Operational efficiency improved for 70% of respondents, while only 13% reported measurable ROI. Key adoption barriers include lack of AI expertise (56%) and integration issues (38%). AI tools from external vendors account for 60% of usage.
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