AI moves from pilot projects to core growth strategy in hospitality
Why tourism leaders are betting on enterprise AI for efficiency, personalization, and long-term resilience
Artificial intelligence is moving from isolated pilots to a strategic imperative in tourism and hospitality, according to a new PwC Middle East report. The study shows widespread experimentation with AI, but limited enterprise-wide deployment due to infrastructure, talent, and data challenges. Despite this, most organizations are already seeing measurable efficiency and performance gains. AI is increasingly aligned with national digital transformation agendas and long-term growth strategies in the region.
Key takeaways
- AI adoption is widespread but shallow: A large majority of organizations are piloting or deploying AI, yet only a small fraction have achieved enterprise-wide implementation.
- Legacy constraints slow scale-up: Outdated systems, skills shortages, and data governance issues remain the main barriers to broader AI integration.
- Clear operational benefits are emerging: Most respondents report tangible improvements in cost efficiency and operational performance from AI use.
- Dedicated AI investment is increasing: Many organizations have allocated formal budgets for AI for the first time, signaling long-term commitment.
- Guest experience and operations lead use cases: AI is primarily applied to personalization, workforce enablement, integrated data platforms, and channel and reputation management.
- Human-centered and responsible adoption matters: PwC emphasizes that AI is meant to enhance, not replace, human interaction, with ethical and value-driven deployment critical to sustained success.
Get the full report at PwC Middle East
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