What the paper studied
The paper investigates what influences hotel managers' perceptions of artificial intelligence (AI) impact in hospitality. It compares the roles of structural resources—such as hotel size and staff size—and managerial cognition, including cognitive flexibility and the scope of business performance evaluation. The study surveyed 747 hotel managers across five European countries to analyze which factors shape awareness and perceived strategic relevance of AI.
Key findings
- Staff size, the scope of business evaluation (range of performance indicators monitored), and cognitive flexibility (managers' adaptive thinking) positively correlate with perceived AI impact.
- Hotel size measured by number of rooms does not significantly influence AI perception.
- Managerial cognition plays a more critical role than physical scale in shaping AI awareness.
- Broader performance evaluation systems help managers notice and interpret AI's potential across hotel operations.
Why it matters for hospitality
Understanding AI's strategic value is crucial for successful digital transformation in hotels. This research highlights that investing solely in technology or relying on hotel size is insufficient. Instead, enhancing managerial capabilities—especially cognitive flexibility and comprehensive performance monitoring—can better prepare hotels to recognize and leverage AI benefits. Larger staff teams may naturally perceive AI's operational advantages more clearly, while smaller hotels might need tailored support to build similar awareness.
Practical takeaways
- Develop managers' cognitive flexibility through adaptive thinking exercises, scenario planning, and AI literacy training to foster a broader strategic view of AI.
- Expand key performance indicator (KPI) systems to include diverse metrics, helping managers detect AI's value across different hotel functions.
- Recognize that larger staff sizes may facilitate greater AI awareness due to operational complexity; smaller hotels should consider targeted awareness programs and simplified AI solutions.
- Move beyond focusing on hotel size as a predictor of AI adoption readiness; prioritize managerial mindset and evaluation practices instead.
By focusing on these areas, hospitality leaders can better position their organizations to embrace AI technologies effectively, improving coordination, labor allocation, and operational efficiency.