How AI is (and isn't) transforming European hospitality

How hotels across Europe are exploring artificial intelligence—where it’s working, what’s holding them back, and why the future depends on thoughtful integration

European hoteliers are cautiously optimistic about AI, recognizing its potential to enhance efficiency and guest experience. Yet, actual adoption remains limited, as many grapple with knowledge gaps, cost concerns, and integration challenges. A recent survey across six countries reveals that the industry is entering a phase of cautious experimentation, with a long road ahead to full strategic integration.

Key takeaways

• High interest, low adoption: 68% see AI’s value, but only 41% use it. Most are still in early trial stages.
• Popular tools: Content generation and review analysis are most used; advanced tools like chatbots and robotics are rare.
• Barriers to adoption: Lack of knowledge, high costs, and tech complexity hold many back—especially SMEs.
• Clear benefits for users: Time savings, improved communication, and better efficiency are top gains.
• Different needs by hotel size: Small hotels want simplicity; large ones need governance; mid-sized face tech fragmentation.
• AI as a strategic enabler: True value comes from integration into broader digital strategies—not isolated tools.

Get the full report at HES-SO Institute of Tourism