Gitnux/Report 2026

AI in Hospitality Industry Statistics

See how AI in hospitality is shifting from promises to measurable outcomes, with 2026 forecasts pointing to faster, more personalized guest journeys than traditional operations can match. This page connects the dots between adoption, cost pressure, and service quality so you can tell where the gains are real and where they are just projected.
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November 10, 2026Updated
AI in Hospitality Industry Statistics
Julian RichterWritten by Julian Richter·Edited by Lukas Bauer·Fact-checked by Yumi Nakamura
Published ·Updated
How this report is researched
01Editorial Scope

Gitnux editors write the brief first: the topic, the inclusion rules, and the frame for what belongs.

02Source Research

Agents search the published record and log every extracted figure back to the passage it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 39 days

01 Industry overview

The ai in hospitality industry at a glance

The AI in hospitality and tourism market is projected to reach $26.53 billion in 2026, while adoption is accelerating faster than enterprise-wide implementation and measurable operational impact.

$26.53B[71]
Market size, 2026
29.9%[71]
Forecast CAGR, 2026–2030
91%[2]
Hotel chains using AI, 2026
58,000+[68]
Hotel properties surveyed, 2026
Market size
The global AI in hospitality and tourism market reached $20.39 billion in 2025 and is expected to rise to $26.53 billion in 2026. North America was the largest regional market in 2025.[71]
Forecast & CAGR
The market is forecast to reach $75.66 billion by 2030, representing a 29.9% CAGR from 2026 to 2030; the report identifies personalization, contactless solutions, smart hotel infrastructure and real-time analytics as major growth drivers.[71]
Market share & regions
North America was the largest region in 2025. The 2026 h2c hotel-chain study covered Europe, the Middle East and Africa, Asia Pacific, and the Americas, but did not publish comparable regional market-share percentages in the available extract.[71][2]
Segmentation
The market is segmented by technology into NLP, machine learning, computer vision, chatbots, recommendation systems and sentiment analysis; by application into customer service, personalized marketing, booking, virtual concierge, smart rooms, analytics and revenue management; and by end user into hotels, airlines, travel agencies, restaurants, cruises and online travel platforms.[71]
Key players & concentration
Named participants include Google, Microsoft, IBM, Oracle, Salesforce, Accenture, Booking Holdings, Expedia, Amadeus, Sabre, Mews, RateGain and Revinate. The available market overview identifies a top-10 competitor analysis but does not disclose a reliable combined market-share percentage.[71]
Pricing
Dynamic pricing and revenue-management optimization are identified as core AI applications. In the broader U.S. hotel market, average daily rate was $159.00 in 2024 and was forecast at $162.16 for 2025, providing the commercial context for AI-driven pricing tools.[71][14]
Trends, drivers & challenges
In 2025, 41% of surveyed European hotels reported using AI, while 43% reported no use and 16% planned adoption. In the 2026 h2c study, 91% of hotel chains used AI, but only 28% had a company-wide strategy; skills gaps, fragmented data and integration challenges remain constraints.[1][2]
Consumer behavior & competition
In AHLA and Accenture research, 87% of travelers wanted reliable, specific recommendations from generative-AI advisors, 88% expected options from multiple brands, and 79% wanted AI to handle tasks such as negotiation and query resolution. The 2026 State of Distribution study found that more than half of hotels were using or procuring generative AI, but fewer than 10% reported reducing manual work by more than 30%.[14][68]
Regulation
The EU AI Act is a key compliance framework for hospitality companies operating in Europe. The European Commission states that new transparency rules apply from August 2, 2026; obligations for high-risk systems under Annex III are scheduled for December 2, 2027, under the amended implementation timetable.[72][73]
Latest news
In September 2026, NYU SPS, RateGain and HEDNA reported that more than half of hotels were using or procuring generative AI across a sample covering over 270 brands and 58,000+ properties in 141 cities and 53 countries. In October 2026, h2c reported that 91% of participating hotel chains used AI, although implementation remained primarily tactical.[68][2]

02 Ranking

Top 8 Companies in the Ai In Hospitality Industry

The leading companies in the ai in hospitality industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Oracle Corporation leads Gitnux's 2026 ai in hospitality ranking with an Overall score of 9.7, with 73,000+ implementations and 5.2 million rooms supported across Hospitality PMS, POS and AI applications. Cloudbeds is the runner-up at 9.1, backed by Signals processing 4 billion data points hourly for hospitality foundation-model workflows.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in hospitality platform suites

    Oracle Corporation

    US

    Ranked #1 · 9.7 · Hospitality platform suites

    Why we picked it: It connects AI application coverage to large hospitality footprints, including 5.2 million rooms under implementations.

    See in ranking ↓Visit oracle.com ↗

  2. Leader in guest AI engagement

    Canary Technologies

    US

    Ranked #3 · 8.9 · Guest AI engagement

    Why we picked it: Its guest-management AI footprint spans 20,000+ hotels, aligned to agentic hotel interactions.

    See in ranking ↓Visit canarytechnologies.com ↗

  3. Leader in hotel revenue optimization

    IDeaS

    US

    Ranked #4 · 8.8 · Hotel revenue optimization

    Why we picked it: Its revenue-management segment focuses on AI planning and optimization across 34,000+ properties.

    See in ranking ↓Visit ideas.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 8 companies in the ai in hospitality industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Oracle Corporation

Hospitality platform suites · US

9.7
2

Cloudbeds

Hospitality platform suites · US

9.1
3

Canary Technologies

Guest AI engagement · US

8.9
4

IDeaS

Hotel revenue optimization · US

8.8
5

SiteMinder

Hotel commerce and distribution · AU

8.2
6

Duetto

AI hotel revenue and profit optimization · US

7.5
7

Revinate

Hotel guest data, CRM and decision intelligence · US

7.3
8

HiJiffy

Conversational AI for hotel guest communications · PT

7.3

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Julian Richter. (2026, February 13). Top 8 companies in the ai in hospitality industry. In AI In Hospitality Industry Statistics. Gitnux. https://gitnux.org/ai-in-hospitality-industry-statistics/#top-companies

report visual · Comparison

China hospitality robotic-based AI agent market size by revenue

China hospitality robotic-based AI agent market size by revenue: 3.7 RMB billion in 2024, 3.7 RMB billion in 2024.

2029 (forecast)13.5 RMB billion
2028 (forecast)10.1 RMB billion
2027 (forecast)7.7 RMB billion
2026 (forecast)5.9 RMB billion
2025 (forecast)4.7 RMB billion
20243.7 RMB billion
source-verifiedwww1.hkexnews.hk2029

04 Statistics

Technology & Innovation

Widespread chain adoption coexists with incomplete planning: 91% of hotel chains used AI in 2026, but only 28% had a company-wide strategy.

AI in the ai in hospitality industry

  • 4% of surveyed European hotels had more than three years of AI experience in 2025.[1]
  • 28% of surveyed hotel chains had a company-wide AI strategy in 2026.[2]
  • 43% of hotels across six European countries reported no AI use in 2025.[1]
  • 60% of reported hotel-chain AI usage came from external tools such as ChatGPT in 2026.[2]
  • 27% of reported hotel-chain AI usage came from AI embedded in vendor systems in 2026.[2]
  • 91% of surveyed hotel chains worldwide used AI in 2026.[2]

Automation in the ai in hospitality industry

  • More than 4,200 hotels had adopted AI concierge robots by 2023, according to a hospitality robotics market review.[2]
  • 45% of hospitality operators planned to invest in robotics within three years, according to a 2023 forecast.[3]
  • 39% of hospitality organizations had budgeted for or already invested in automating routine frontline tasks in 2023.[3]
  • Fewer than 5–6% of surveyed European hotels used hotel automation such as robotics or smart rooms in 2025.[4]

Digital Transformation in the travel and hospitality sector (sector benchmark)

  • 80% of travel and hospitality respondents reported siloed, transactional, or consultative relationships between business and information-technology teams.[5]
  • 69% of lodging-technology survey respondents identified integrating new technology with legacy systems as a moderate or major 2024 industry challenge.[6]
  • 47% of hotels in Andalusia rated their infrastructure capacity for digital transformation as high or very high in the study period.[7]
  • 59% of active travel and hospitality respondents were at the piloting or deploying stage of AI adoption in Adobe’s global research.[5]

Technology Adoption in the travel and hospitality sector (sector benchmark)

  • 89% of travel and hospitality executives expected generative AI to have a meaningful business impact within three years.[8]
  • 49% of global travel programs planned to increase technology investment for 2025, based on a GBTA poll of travel-industry professionals.[2]
  • 83% of travel and hospitality executives said they increased AI budgets in 2024, according to the Skift-AWS industry survey.[8]
  • 14% of travel buyers said they were already using AI in their travel programs in the October 2024 GBTA poll.[2]

Cloud Computing in the travel and hospitality sector (sector benchmark)

  • 67% of travel and hospitality companies were in advanced stages of cloud adoption globally in 2024, according to a survey of industry executives.[8]
  • 29% of hospitality respondents reported full cloud maturity for critical applications and workloads globally, while 38% said they were well on the way in 2023.[9]
  • 79% of travel and tourism companies surveyed by the World Economic Forum reported cloud computing among technologies expected to be adopted.[10]
  • 67% of travel and hospitality companies were in advanced stages of cloud adoption in the 2024 Skift-AWS industry survey.[8]
  • 69% of hospitality respondents used a hybrid-cloud deployment model globally in 2023, compared with 31% using public cloud only.[9]

Big Data in the travel and hospitality sector (sector benchmark)

  • 89% of travel and tourism companies surveyed by the World Economic Forum reported user and entity big-data analytics among technologies expected to be adopted.[10]
  • More than eight in ten worldwide travel buyers considered data analytics extremely or very important to their travel programs in April 2025.[11]
  • 18.8% of hotels in an Andalusian study rated their implementation of big-data tools as high or very high.[7]
  • 62.8% of hotels in an Andalusian study rated their implementation of big-data tools as low or very low.[7]

IoT in the travel and hospitality sector (sector benchmark)

  • 13% of travel executives reported an exponential increase in deployed IoT or edge devices over the previous three years globally in 2022.[12]
  • 65% of travel executives reported a significant increase in deployed IoT or edge devices over the previous three years globally in 2022.[12]
  • 53% of hospitality executives said improving operating efficiency was their primary IoT objective globally in 2019.[13]

05 Statistics

Data & Analytics

Data readiness limits throughput in many deployments, with only 11% of owners and operators reporting a fully integrated technology stack in 2026.

Business intelligence in the ai in hospitality industry

  • 38% of hotel-operations respondents identified operational efficiency as the area where AI provided the most value in the 2026 AHLA-Actabl report.[14]
  • 90% of hotel-operations respondents said AI made routine work faster in the 2026 AHLA-Actabl report.[14]

Data analytics in the ai in hospitality industry

  • 36% of European hotels used AI predictive analytics for occupancy, profitability or similar measures in 2025.[15]
  • 59% of primarily U.S.-based travel executives reported higher employee productivity after implementing AI in the 2025 McKinsey and Skift survey.[16]
  • 52% of European hotels used AI-based real-time revenue management in the HES-SO Valais survey, while 15% had adoption planned.[15]
  • 38% of European hospitality businesses used AI for guest personalization in 2025.[16]
  • 38% of European hotels used AI to analyze online customer reviews in 2025, according to the HES-SO Valais survey.[15]
  • 37% of European hospitality businesses used AI for predictive analytics in 2025.[16]

Data Quality in the travel and hospitality sector (sector benchmark)

  • 47% of business leaders were fully confident in their organizations’ data accuracy in 2025, across the broader business sample reported by Salesforce.[17]
  • 27% of hotel operators spent more than 11 hours per week consolidating or reconciling data in 2026.[2]
  • 69% of travel and hospitality companies training AI models wasted resources on bad data in 2025, according to a Salesforce survey of business leaders.[17]
  • 27% of hotel operators used more than seven technology platforms in 2026, increasing the risk of fragmented and inconsistent operational data.[2]
  • 15% of hotel owners and operators were very confident in the accuracy and timeliness of their operational data in 2026.[2]

Data Governance in the travel and hospitality sector (sector benchmark)

  • Only 11% of hotel owners and operators reported a fully integrated technology stack in 2026, indicating limited enterprise-wide data integration.[2]
  • 97% of travel and hospitality business leaders said a strong data foundation was the most critical factor for AI deployment in 2025.[17]
  • 91% of hotel owners and operators still relied on some manual reporting within automated workflows in 2026, highlighting incomplete process standardization.[2]
  • 78% of travel and hospitality business leaders said data-governance policies varied across departments in 2025.[17]
  • 51% of hoteliers said regulation helped their commercial goals in 2025, while 20% said it hindered them, in a survey covering hotel distribution professionals.[18]

KPIs in the ai in hospitality industry

  • 85% of regional tourism and hospitality leaders reported moderate to significant cost savings and efficiency gains from AI in 2025.[19]
  • 11% was the increase in likelihood that guests would give a five-star in-stay rating when answered by hotel AI in Canary’s 2026 study.[20]
  • 3.5% was the decline in Hours per Occupied Room at select-service hotels using Actabl’s Hotel Effectiveness tool in the first half of 2026.[14]
  • 5.35% was hotel turnover in June 2026 according to HotelData.com analysis of Actabl data.[14]
  • 5.84% was hotel turnover in June 2025 according to HotelData.com analysis of Actabl data.[14]
  • 3.1% was the decline in Hours per Occupied Room at full-service hotels using Actabl’s Hotel Effectiveness tool in the first half of 2026.[14]

06 Statistics

Strategy & Growth

Vendor-led integration keeps expanding: Cloudbeds’ Traversing.ai coverage spans 150+ countries for AI-powered guest communications.

Growth in the ai in hospitality industry

  • $1.2 billion was the valuation reported for Mews after its March 2024 funding round.[21]
  • $2.7 billion was the valuation reported for TravelPerk after its January 2025 funding round supporting U.S. expansion and AI investment.[21]
  • 4x increases in direct bookings were promised by the Cloudbeds–Traversing.ai integration through automated guest communication and review management.[2]
  • $200 million was raised by TravelPerk in January 2025 to support U.S. expansion and product and AI development.[21]
  • 14 acquisitions had been completed by Mews when it announced its 2026 investment round.[22]
  • $300 million was invested in Mews to accelerate its AI-enabled hospitality operating-system strategy.[22]

Differentiation in the ai in hospitality industry

  • 2,000 hotel customers were associated with SHR’s automated hotel-technology platform at the time of its acquisition by Access.[6]
  • 3,000 properties were associated with Guestline’s property-management software before its combination with SHR.[6]
  • 6 years were the period for which Mews was listed among Hotel Tech Report’s Best Places to Work in Hotel Tech.[22]
  • 4 awards were won by Lighthouse in the 2024 HotelTechAwards for its AI-powered hotel pricing, business-intelligence and revenue-management solutions.[23]

Mergers and acquisitions in the ai in hospitality industry

  • $1.3 billion+ was the reported size of Access Group when it acquired hospitality-technology specialist SHR in 2024.[6]
  • $190 million was the approximate value reported for PAR Technology’s acquisition of Stuzo in 2024.[24]
  • $206 million was the reported value of PAR Technology’s acquisition of TASK Group in 2024.[24]
  • 14 acquisitions had been completed by Mews by the time it acquired DataChat, its generative-AI analytics platform.[22]
  • More than 3,000 hospitality properties across over 40 countries were served by Nomadix before its 2024 acquisition by ASSA ABLOY Global Solutions.[25]
  • $1.1 billion was the cash value of TPG’s agreement to acquire Sabre Hospitality Solutions in 2025.[26]

Strategic partnerships in the ai in hospitality industry

  • 3,000 properties were part of Guestline’s platform before Access combined it with SHR’s 2,000-property customer base.[6]
  • 30% of IHG’s loyalty members used the group’s digital channels in 2025, up from 2024, supporting its digital-partnership strategy.[27]
  • 5 properties are listed in Gray Collection’s hotel portfolio covered by Sadie’s voice-AI partnership.[28]
  • 5 hotels and 4 restaurants are included in Gray Collection’s portfolio for the phased deployment of Sadie’s conversational voice AI.[28]
  • 2,000 hotel properties had access to IHG’s PMS solutions in 2025 as the group expanded technology capabilities and partnerships.[27]
  • 150+ countries are included in Cloudbeds’ strategic integration with Traversing.ai for AI-powered guest communications.[2]

07 Statistics

People & Workforce

Workforce constraints remain a scaling variable, with 56% of hospitality organizations citing insufficient AI expertise, training, or skills as a leading barrier in 2026.

Hiring in the ai in hospitality industry

  • 76% of surveyed U.S. hotels reported staffing shortages in May 2024.[14]
  • Nearly 3 in 10 hospitality HR leaders had no plans to deploy AI in hiring in 2026.[2]
  • 65% of surveyed U.S. hotels reported staffing shortages at the end of 2024.[14]
  • 87% of hospitality and restaurant employers had integrated DEI policies or practices into recruitment in 2024.[29]

Employee retention in the ai in hospitality industry

  • 31% of hospitality HR leaders named employee retention as their top workforce risk in 2026.[2]
  • 62% of surveyed hotels said retention had become more challenging than the previous year in 2024.[30]
  • 22% of hospitality workers were actively looking to resign, change industry, or leave the workforce in 2024.[31]
  • 59% of hospitality shift-work hours were performed by women in 2024, up from 57% in 2023.[31]
  • 86% of surveyed hotels said employee retention was challenging in 2024.[30]

Remote Work in the travel and hospitality sector (sector benchmark)

  • Among travel buyers, 7% reported a full-time remote company policy for 2024, compared with 15% among travel suppliers and travel-management companies.[32]
  • Across U.S. hospitality and food services, employees worked 10.23% of paid days from home in 2024.[33]
  • Across U.S. hospitality and food services, employees worked 10.19% of paid days from home in 2026.[33]
  • Across U.S. hospitality and food services, employees worked 11.11% of paid days from home in 2025.[33]

Hybrid Work in the travel and hospitality sector (sector benchmark)

  • Among business-travel professionals in North America, 51% reported that their company had a hybrid work policy for 2025.[34]
  • Among travel suppliers and travel-management companies, 54% reported a hybrid company work policy for 2024.[32]
  • Among travel buyers, 68% reported a hybrid company work policy for 2024.[32]
  • Among business-travel professionals in Europe, 77% reported that their company had a hybrid work policy for 2025.[34]
  • Among business-travel professionals in Latin America, 58% reported that their company had a hybrid work policy for 2025.[34]

Upskilling in the ai in hospitality industry

  • 88% of hospitality employees expressed willingness to participate in online training in 2025.[35]
  • 52% of hospitality employees viewed AI as a helpful job tool in 2026, up from 41% in 2025.[36]
  • 56% of surveyed hotel chains cited insufficient AI expertise, training, or skills as a leading barrier to scaling AI in 2026.[2]
  • Nearly 70% of hospitality employees intended to build long-term careers in 2025.[35]
  • 93.6% of luxury hotels provided diversity, equity, and inclusion training in the 2024 U.S. lodging survey.[37]

Employee Engagement in the travel and hospitality sector (sector benchmark)

  • Across New Zealand hospitality and tourism workplaces, 62% of employees with people-management responsibilities reported work engagement in 2025.[38]
  • Across IHG’s global hotel and corporate workforce, the 2024 employee-engagement score was 87%.[27]
  • Across New Zealand hospitality businesses, 47% of employees reported work engagement in 2025.[38]
  • Across Travel + Leisure Co.’s accommodation and hospitality workforce, the 2024 associate-engagement survey received 16,405 completions, representing 86% of associates.[39]
  • Across New Zealand tourism businesses, 60% of employees reported work engagement in 2025.[38]

DEI in the ai in hospitality industry

  • Approximately two-thirds of surveyed U.S. hotels had employee diversity targets in 2024.[37]
  • 99.3% of surveyed U.S. hotels had initiatives supporting small and diverse suppliers in 2024.[37]

08 Statistics

Customer & Sales

Guest-facing AI shifts from information to actions, with 65% of AI conversations including requests beyond basic information in a 2026 study of 10 million+ interactions.

Customer experience in the ai in hospitality industry

  • 19% of U.S. consumers identify faster and more accurate wait-time estimates as one of their preferred AI-enabled hospitality features in 2026.[40]
  • 60% of hotel AI responses provide specific, context-based answers rather than general information, according to interactions across thousands of hotels globally in 2026.[41]
  • 65% of hotel guest AI conversations include a request beyond basic information, such as a reservation or maintenance issue, in a 2026 study of more than 10 million interactions.[41]
  • 11% more guests who engage with hotel AI leave a five-star rating, based on more than 10 million interactions across 100+ countries in 2026.[41]
  • 59% of global hoteliers want front-desk welcomes and check-in to remain human-led, despite widespread AI adoption, in Mews’s 2026 survey of more than 500 properties.[2]

Customer retention in the ai in hospitality industry

  • 45% of hotel guest conversations involving requests beyond information concern revenue-generating activities such as bookings, according to a 2026 study of more than 10 million interactions.[41]
  • 47% of surveyed hotel properties use guest appreciation or loyalty programs to increase repeat business and retention, according to the 2025 State of Distribution report.[18]
  • 54% average growth in hotel upsell revenue occurred during the first six months after adopting AI messaging, according to Canary’s 2026 analysis of hotel performance.[41]
  • 11% higher five-star-rating likelihood was recorded among hotel guests engaging with AI, an experience signal linked to repeat business, in Canary’s 2026 global study.[41]

Customer acquisition in the ai in hospitality industry

  • OTAs generated close to twice as many bookings as hotel-owned digital channels in the 2026 State of Distribution findings covering 58,000+ properties.[2]
  • 38% of ChatGPT-referred travel calls converted, compared with a maximum channel conversion rate of 49%, according to Invoca’s 2026 travel data.[42]
  • 50% of ChatGPT-referred travel calls became phone leads, the highest lead rate among measured travel channels in Invoca’s 2026 benchmark report.[42]
  • 55% of hotels reported no or only a minor change to their distribution strategy despite AI-originated search contributing a measurable share of reservations in 2026.[2]

Customer loyalty in the ai in hospitality industry

  • 79% of travelers want AI to manage tasks such as negotiating and resolving queries, according to the AHLA’s 2025 hospitality industry report.[14]
  • 87% of travelers want generative-AI advisors to provide reliable and specific recommendations, according to the AHLA’s 2025 hospitality industry report.[14]
  • 88% of travelers expect generative-AI tools to offer options from multiple hospitality brands, according to the AHLA’s 2025 report.[14]
  • More than 87% of travelers want AI advisors available anytime and anywhere, including in stores, online and through apps, according to the AHLA’s 2025 report.[14]
  • 82% of travelers desire surprise suggestions from generative-AI tools that they would not otherwise have considered, according to the AHLA’s 2025 report.[14]

Lead generation in the ai in hospitality industry

  • 38% of ChatGPT-referred travel calls converted into customers in 2026, despite generative-AI referrals still producing very low total call volume.[42]
  • Nearly 65% of AI-enabled hotel guest conversations involved requests beyond information, creating potential sales or service leads in Canary’s 2026 study.[41]
  • 50% of ChatGPT-referred travel calls became phone leads in 2026, exceeding the 47% lead rate for Google Business Profile calls.[42]
  • 47% of Google Business Profile-referred travel calls became phone leads in Invoca’s 2026 benchmark, making it the second-highest measured channel.[42]

09 Statistics

Marketing & Brand

Direct-booking efforts remain measurable but resource-dependent, as 57% of hotels used digital-marketing agencies in the 2025 State of Distribution survey.

Marketing in the ai in hospitality industry

  • 46% of hotels used CRM marketing and website offers to promote direct bookings in the 2025 State of Distribution survey.[18]
  • 37% of hotels had a dedicated team member responsible for marketing channels in the 2025 State of Distribution survey.[18]
  • 26% of hotels engaged travel influencers through an agency to promote direct bookings in the 2025 State of Distribution survey.[18]
  • 57% of hotels used a digital-marketing agency to promote direct online bookings in the 2025 State of Distribution survey.[18]
  • 66% of hotels used a social-media or public-relations agency to increase awareness, according to the 2025 State of Distribution report.[18]

Digital marketing in the ai in hospitality industry

  • 70% of mid-sized hotel chains reported difficulty increasing direct online bookings in the 2025 State of Distribution survey.[18]
  • 57% of hotels used digital-marketing agencies to promote direct online bookings in the 2025 State of Distribution report.[18]
  • 69% of independent hotels reported difficulty increasing direct online bookings in the 2025 State of Distribution survey.[18]
  • 69% of large hotel chains reported difficulty increasing direct online bookings in the 2025 State of Distribution survey.[18]

Branding in the ai in hospitality industry

  • 87% of travelers wanted generative-AI advisors to provide reliable and specific recommendations, according to the AHLA’s 2025 hospitality industry report.[14]
  • 82% of travelers desired unexpected suggestions from generative-AI advisors, according to the AHLA’s 2025 hospitality industry report.[14]
  • 88% of travelers expected generative-AI tools to present options from multiple brands, according to the AHLA’s 2025 hospitality industry report.[14]
  • 55% of U.S. hospitality consumers trusted AI-generated review summaries in the 2026 Reputation and CGA by NIQ survey.[40]

Social media in the ai in hospitality industry

  • 66% of hotels used a social-media or public-relations agency to increase awareness in the 2025 State of Distribution survey.[18]
  • 26% of hotels engaged travel influencers through an agency to support direct-booking promotion in the 2025 State of Distribution survey.[18]

Influencer Marketing in the travel and hospitality sector (sector benchmark)

  • 92% of destination marketing organizations and tourism boards globally increased or maintained influencer-marketing budgets in 2026.[43]
  • 92% of European travel and hospitality brands work with micro-creators, defined as influencers with 10,000 to 100,000 followers, in research conducted across seven markets in 2025.[44]
  • 72% of European travel and hospitality brands plan to expand their creator pool, according to research conducted across seven European markets in 2025.[44]
  • 49% of hospitality brands include paid influencer work in their brand strategy, up from 37% in the previous survey period.[36]
  • 91% of hospitality brands include some form of influencer marketing in their brand strategy, based on a 2026 hospitality-sector survey.[36]

10 Statistics

Operations & Execution

Operational impact shows up alongside integration friction: 27% of hotel operators used more than seven technology platforms in 2026, increasing fragmented operational data risk.

Process optimization in the ai in hospitality industry

  • 59% of hotel-chain respondents said AI enables staff to focus on higher-value tasks in the 2026 global study.[2]
  • 27% of hotel operators spent more than 11 hours per week consolidating or reconciling data in the 2026 Hotel Operations Index.[2]
  • 27% of hotel operators relied on more than seven technology platforms, complicating AI-enabled process integration, in the 2026 Hotel Operations Index.[2]
  • 35% of European hotels tested AI tools case by case, while 31% followed AI trends without clear objectives, in the 2025 readiness study.[1]
  • 60% of reported hotel-chain AI usage involved external tools such as ChatGPT in 2026, while vendor-embedded AI accounted for 27%.[2]

Operational efficiency in the ai in hospitality industry

  • 3.5% was the first-half 2026 decline in hours per occupied room at select-service hotels using Actabl’s Hotel Effectiveness tool.[45]
  • 3.1% was the first-half 2026 decline in hours per occupied room at full-service hotels using Actabl’s Hotel Effectiveness tool.[45]
  • 84% of hotel employees surveyed said AI improved their own work, compared with 15% who said it improved frontline work, in 2026.[45]
  • 46% of hospitality-technology survey respondents listed operational efficiency as an AI or machine-learning application goal in 2025.[41]
  • Nearly 70% of hotel-chain respondents cited improved operational efficiency and automation as an AI benefit in 2026.[2]

Quality management in the ai in hospitality industry

  • 53% of hotel chains were concerned that guests might not share the personal data needed for autonomous AI interactions in 2026.[2]
  • 52% of hotel chains cited concerns about AI accuracy, reliability, or bias in guest-facing outputs in 2026.[2]
  • 36% of hoteliers used chatbots or conversational AI for guest service in the 2026 Travel Dreams survey.[46]
  • 32% of hotel-chain organizations reported improved guest experience as an AI outcome in 2026.[2]
  • 56% of hotel chains cited unclear liability for AI errors as a concern about autonomous guest interactions in 2026.[2]

Supply chain in the ai in hospitality industry

  • 38% of hotel chains cited integration challenges with existing systems as a barrier to scaling AI in 2026, affecting connected operational workflows.[2]
  • Inventory management was added as a perceived AI application area in the 2025 European hotel study, reflecting broader interest in operational uses.[1]
  • Respondents in the DACH region placed particularly strong value on AI for supply-chain management in the 2025 European hotel study.[1]
  • 28% of hotel chains cited data-governance and access-management issues as a barrier to scaling AI in 2026.[2]
  • 29% of hotel chains cited corporate data-security and privacy concerns as a barrier to scaling AI in 2026.[2]

Outsourcing / Offshoring in the travel and hospitality sector (sector benchmark)

  • Around three in 10 travel buyers worldwide engaged external consultants for travel-supplier sourcing in 2025.[11]
  • 9% of North American travel buyers and 13% of European travel buyers whose programs were not adding staff expected to outsource more work to third parties in 2025.[32]
  • 64% of European corporate travel managers outsourced at least part of their hotel RFP process in 2026.[32]
  • 14% of travel supplier and TMC professionals whose companies were not adding staff expected to outsource more work to third parties in 2025.[32]
  • Six in 10 travel buyers worldwide relied on their travel management company for sourcing support in 2025.[11]

11 Statistics

Finance & Pricing

Commercial use concentrates on pricing and revenue management, with 53% of hotels using AI to help set room prices in 2026.

Pricing strategy in the ai in hospitality industry

  • 17% of surveyed Portuguese hospitality firms used AI for price definition in the 2024 study of revenue-management adoption.[47]
  • 53% of hotels used AI to help set room prices in the 2026 global revenue-management survey.[48]
  • 10% of hotels said they would trust AI to make most pricing decisions independently in the 2026 revenue-management survey.[48]
  • 64% of revenue leaders already used AI capabilities embedded in existing revenue-management solutions in the 2026 Model N survey.[49]
  • 39% of hoteliers used AI for dynamic pricing and revenue-management systems in the 2026 Travel Dreams survey.[46]

Cost reduction in the ai in hospitality industry

  • 22% of hotel chains cited high costs or budget constraints as a barrier to scaling AI in 2026.[2]
  • 27% of hotel operators spent more than 11 hours per week reconciling data, creating a measurable labor burden in the 2026 Hotel Operations Index.[2]
  • 6% or more was the annual cost-savings rate reported by a majority of travel executives after AI adoption in the cited 2025 survey.[50]
  • 59% of surveyed travel executives reported increased employee productivity after AI adoption in the 2025 McKinsey and Skift survey.[50]
  • 26% of surveyed travel executives said AI reduced operational costs in the 2025 McKinsey and Skift survey cited by Hotel Yearbook.[50]

Profitability in the ai in hospitality industry

  • 52% of highly AI-proficient properties identified revenue growth as the primary outcome they wanted AI to support in the 2026 Mews survey.[2]
  • 13% of hotel chains reported measurable ROI from AI in the 2026 h2c study.[2]
  • 85% of C-level revenue executives said AI had already delivered high or very high value to revenue-management programs in the 2026 Model N survey.[49]
  • 5.6 out of 10 was hotel chains’ average rating for AI’s contribution to overall business performance in 2026.[2]
  • 98% of revenue leaders expected AI investments to provide a positive impact within five years in the 2026 Model N survey.[49]

Financial planning in the ai in hospitality industry

  • $319,000 was the average planned AI investment per hotel in 2026 in the Amadeus Travel Dreams survey.[46]
  • 40% of European hotel respondents discussed AI within broader digitalization efforts without necessarily having a formal strategy in 2025.[1]
  • 31% of hotel chains primarily relied on vendor-provided AI solutions in 2026, up from 21% in 2025.[2]
  • $363,000 was the average planned AI investment per hotel in Europe in 2026 in the Amadeus Travel Dreams survey.[46]
  • 9% of European hotel respondents had a formal AI strategy document in the 2025 readiness study.[1]

12 Statistics

Product & Service

Generative tools sit inside guest-communication workflows; 92% of European hotels used generative-AI services such as ChatGPT or Gemini to generate text in 2025.

Product development in the ai in hospitality industry

  • 23% of European hotels used AI to automate responses to customer comments in 2025, while 30% planned to do so.[15]
  • 44% of European hotels used AI assistance systems for product development or communications in 2025, while 10% had such systems planned.[15]
  • 38% of European hotels used AI to analyze online customer reviews in 2025, while another 20% had planned adoption.[15]
  • 43% of European hotels used AI for personalized guest services such as recommendations, personalized email or guest-app content in 2025.[15]
  • 92% of European hotels used generative-AI services such as ChatGPT or Gemini to generate guest-communication text in 2025.[15]

After-sales in the ai in hospitality industry

  • Hotels using AI-powered upselling increased ancillary revenue by 54% on average during their first six months, according to Canary’s 2026 study.[20]
  • 45% of action-oriented hotel guest AI requests involved bookings or reservations across more than 10 million interactions in 2026.[20]
  • 25% of hotel staff replies took at least 15 minutes, compared with a 9-second median response time for AI replies in Canary’s 2026 study.[20]
  • 12% of hotel staff replies took more than one hour in Canary’s analysis of guest communications in 2026.[20]
  • Guests answered by hotel AI were 11% more likely to give a five-star in-stay rating in Canary’s 2026 study.[20]

Value proposition in the ai in hospitality industry

  • 59% of primarily U.S.-based travel executives reported increased employee productivity after implementing AI in the 2025 McKinsey and Skift survey.[16]
  • 3% of regional tourism and hospitality leaders said AI had a transformational impact on company revenues in 2025.[19]
  • 61% of hoteliers said AI was already affecting hospitality or would do so within one year in the 2026 EHL outlook survey.[16]
  • 33% of primarily U.S.-based travel executives reported improved customer personalization after implementing AI in the 2025 McKinsey and Skift survey.[16]
  • 85% of regional tourism and hospitality leaders reported moderate to significant cost savings and efficiency gains from AI implementation in 2025.[19]

13 Statistics

Sustainability & Ethics

Sustainability research remains narrow in coverage, with 35% of AI-and-sustainability studies addressing environmental sustainability worldwide.

Sustainability in the ai in hospitality industry

  • 101 records were assessed in a systematic review of AI-linked sustainability research in hospitality worldwide.[51]
  • 9% of AI-and-sustainability hospitality studies took an economic perspective worldwide.[51]
  • 4% of AI-and-sustainability hospitality studies used an integrated sustainability perspective worldwide.[51]
  • 35% of AI-and-sustainability hospitality studies addressed environmental sustainability worldwide.[51]
  • 37% of AI-and-sustainability hospitality studies addressed social sustainability worldwide.[51]

ESG in the ai in hospitality industry

  • 76% of hospitality leaders surveyed said they knew more about AI solutions than one year earlier in 2025 across businesses overseeing 13,100 sites.[52]
  • 51% of UK and Ireland hospitality operators reported difficulty finding or retaining qualified staff in a 2025 survey that also assessed AI adoption.[52]
  • 46% of hospitality IT respondents identified forecasting as a goal for AI or machine-learning applications in 2025 worldwide.[53]
  • 46% of hospitality IT respondents identified customer service as a goal for AI or machine-learning applications in 2025 worldwide.[53]
  • 64% of hospitality IT respondents said their organizations were in the early stages of AI, machine-learning or generative-AI implementation in 2025 worldwide.[53]

Ethics in the ai in hospitality industry

  • 46% of travel and hospitality brands needed AI-assisted quality control with human checkpoints in 2025 worldwide.[5]
  • 41% of travel and hospitality brands reported multiple review layers for generative-AI-generated content in 2025 worldwide.[5]
  • 80% of travel and hospitality brands planned to establish AI safety and ethics protocols within 24 months in 2025 worldwide.[5]

15 Statistics

Globalization & Expansion

International footprints drive multilingual and multi-market adoption: 150+ countries are covered by the Cloudbeds–Traversing.ai integration.

Globalization in the ai in hospitality industry

  • 2,000 hotel customers joined Access Hospitality through its acquisition of SHR, expanding the group’s international hotel-technology footprint.[6]
  • 8% of hospitality companies are classified as AI-future built in BCG’s global study.[66]
  • 15,000 hospitality customers in 85 countries are served by Mews, an AI-enabled hospitality operating-system provider.[22]
  • 25% of hospitality companies are scaling AI, according to BCG’s global hospitality analysis.[66]
  • 150+ countries are covered by the Cloudbeds–Traversing.ai integration for AI-powered guest communication and review management.[2]

Cultural adaptation in the ai in hospitality industry

  • 20,000 hotel reviews comprise the MAiDE-up dataset, split evenly between real and AI-generated reviews.[67]
  • 10 languages are represented in a hotel-review dataset containing 10,000 real and 10,000 AI-generated reviews for multilingual deception detection.[67]

Supplier management in the ai in hospitality industry

  • 70% of travel buyers are interested in AI for decision support in hotel sourcing.[32]
  • 69% of corporate hotel programs expect to use AI in their upcoming hotel-sourcing cycle.[32]
  • 32% of corporate hotel programs used AI in their most recent hotel RFP cycle, according to GBTA research.[32]
  • 64% of European travel managers outsource at least part of their hotel RFP process.[32]
  • 54% of organizations outsource some or all hotel RFP activity to travel-management companies or consultants.[32]

Stakeholder management in the ai in hospitality industry

  • 270+ hotel brands contributed insights to the 2026 State of Distribution study covering AI, commercial teams and traveler behavior.[68]
  • Under 10% of hotels reported seeing real impact from AI in the 2026 State of Distribution study.[68]
  • 31% of hotel chains primarily rely on vendor-provided AI solutions, according to the 2026 Hotel Chain Tech Report extract.[2]
  • 58,000+ properties supplied data for the 2026 study of hotel commercial-team coordination and AI adoption.[68]

Distribution channels in the ai in hospitality industry

  • 63.4% was the OTA share of bookings for independent hotels in 2025, up from 61.3% in 2024.[69]
  • 18% of hotel reservations came through direct voice bookings in the 2025 report.[70]
  • 21% of hotel reservations came through direct digital and web channels in the 2025 report.[70]
  • 20% of hotel reservations came through global distribution systems in the 2025 report.[70]
  • 21% of hotel reservations came through OTAs in the 2025 State of Distribution report.[70]

Key questions about the AI in Hospitality Industry

What is the 2026 market size for AI in hospitality and tourism?
The market is projected to reach $26.53 billion in 2026.
How fast is the market growing from 2026 to 2030?
The forecast CAGR is 29.9% from 2026 to 2030, reaching $75.66 billion by 2030.
Which companies lead the ai in hospitality industry?
Oracle Corporation leads Gitnux's 2026 ai in hospitality ranking with an Overall score of 9.7, with 73,000+ implementations and 5.2 million rooms supported across Hospitality PMS, POS and AI applications. Cloudbeds is the runner-up at 9.1, backed by Signals processing 4 billion data points hourly for hospitality foundation-model workflows.
What technology shifts show up in 2026 usage patterns?
Hotel-chain AI usage in 2026 is split across external tools such as ChatGPT at 60% and AI embedded in vendor systems at 27%.
How concentrated is the market structure among competitors?
The market overview identifies a top-10 competitor analysis but does not disclose a reliable combined market-share percentage in the available extract.
Where do organizations struggle most when moving from pilots to scaled deployment?
Integration challenges with existing systems are cited as a barrier to scaling AI in 2026, and data-governance and access-management issues also appear as constraints.
Reference

Cite This Report

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APA
Julian Richter. (2026, February 13). AI In Hospitality Industry Statistics. Gitnux. https://gitnux.org/ai-in-hospitality-industry-statistics
MLA
Julian Richter. "AI In Hospitality Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/ai-in-hospitality-industry-statistics.
Chicago
Julian Richter. 2026. "AI In Hospitality Industry Statistics." Gitnux. https://gitnux.org/ai-in-hospitality-industry-statistics.

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