Academic ResearchJuly 9, 2025Research report HES-SO Valais/Wallis

Artificial Intelligence in European Hotels: Adoption, Applications, and Barriers. Results of an Online Survey among Hotels in Austria, France, Germany, Greece, Italy and Switzerland

In today's hospitality sector, discussions among hoteliers invariably lead to artificial intelligence (AI). Announced as a transformative force, AI is poised to redefine everything from guest services and dynamic pricing to predictive analytics and content creation. However, a significant gap exists between this potential and its current implementation. This raises critical questions: what is the true state of AI adoption in the industry and what primary obstacles are impeding its progress? To find out, we surveyed over 1,500 hotels across six European countries between January and April 2025 in collaboration with hotel associations from Austria, France, Germany, Greece, Italy, and Switzerland as part of a follow-up to a 2023 baseline study. The results are clear: AI adoption is advancing, but gaps remain between intention and execution.

Authors

Roland Schegg

Article content

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

Summary text is here: https://www.hevs.ch/en/news/how-ai-is-and-isn-t-transforming-european-hospitality-212299

To find out, we surveyed over 1,500 hotels across six European countries between January and April 2025 in collaboration with hotel associations from Austria, France, Germany, Greece, Italy, and Switzerland as part of a follow-up to a 2023 baseline study. The results are clear: AI adoption is advancing, but gaps remain between intention and execution.

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