AI is now not a aspect venture in hospitality. New analysis from Mews exhibits that 98% of hoteliers have used AI throughout their operations within the final six months. On common, it’s concerned in 11 of the 19 most typical resort duties and handles greater than half the workload in these duties. Adoption spans entrance workplace, business, F&B and management, and is highest in upper-midscale, upscale and luxurious properties.
Regardless of this widespread adoption, 59% of hoteliers say the entrance desk welcome and check-in ought to keep human-led. The discovering is most pronounced amongst properties already utilizing AI extensively, suggesting that hands-on expertise with AI sharpens hoteliers’ intuition for the place the human contact is irreplaceable.
The Mews Hotelier Survey 2026, performed between December 2025 and March 2026 throughout greater than 500 properties globally, provides a transparent image of the place the hospitality trade at present stands on AI, and the place it’s drawing the road.
“The information tells a constant story: hoteliers are optimistic about AI and keen to make use of it broadly, however they’re additionally exact about its position,” stated Wouter Geerts, Director of Market Analysis at Mews. “Consolation with AI goes up with expertise, and so does the conviction that sure visitor moments ought to keep human. That’s not resistance to AI. It’s a mature understanding of what it’s for.”
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The survey plots 19 frequent resort duties throughout a matrix of utilization and luxury with full automation:
Optimism and belief in AI are excessive throughout the board
92% of hoteliers are optimistic about AI in hospitality, and 83% belief AI instruments to help decision-making. However governance has not saved tempo. Forty-one % of hoteliers haven’t any formal AI coverage in place, counting on verbal tips or nothing in any respect. The information exhibits a direct relationship between governance and belief: properties with a proper AI coverage report 92% robust belief in AI, in comparison with 49% amongst these with no tips.
Income is rising as the subsequent precedence. Among the many most AI-proficient properties, 52% establish income development as the first consequence they need AI to help, forward of effectivity or value discount. Properties with robust AI expertise index considerably larger on income outcomes: elevated income, larger spend per visitor, improved upsell.
This shift towards income can also be pushing hoteliers to demand extra from their AI instruments. Responses must replicate how a particular property operates, not simply trade averages. Pricing choices must account for that property’s knowledge, not generic indicators. To help this, Mews is constructing a semantic layer – a basis that offers AI instruments entry to the institutional data that at present lives in spreadsheets, in individuals’s heads and throughout disconnected methods. The purpose is AI that understands a property’s context, not simply its knowledge.
“Motels have spent the previous few years getting the operational foundations proper. What we’re seeing now could be a shift in how hoteliers take into consideration AI,” stated Matt Welle, CEO of Mews. “The query is now not whether or not to make use of it, however the place it creates probably the most worth. And that requires AI that understands how a particular property works. That’s what we’re constructing with the semantic layer: a basis that offers each AI device the context it must act appropriately for that resort, not only for accommodations usually.”
The AI-enabled way forward for hospitality might be a central matter at Mews Unfold, going down on Could 27 in Amsterdam.
