Data sharing remains a key barrier to scaling AI in hospitality, despite 78% of hotel chains already using it – warns Ireckonu

Amsterdam, October 2025.  A new study AI & Automation in Hospitality: Navigating Today’s Challenges, Shaping Tomorrow’s Gains, led by by h2c GmbH and sponsored by Ireckonu along with other industry leaders, reveals that while 78% hotel chains have already adopted AI (but efforts largely remain limited to pilots or public tools), data sharing and integration remain key challenges for scaling its impact. The research shows that most travel organizations still lack the structure and consistency needed to fully support AI initiatives, with 41% of hotels facing barriers to effective data usage, 32% struggling with cross-departmental data sharing, and 29% hampered by departmental data silos.

Furthermore, only 22% of hotel chains have a centralized data structure supporting AI and automation tools, and just 21% use a centralized content or data platform to maintain consistency across departments.

“AI is no longer optional. Hoteliers who fail to embrace it risk being left behind. While most have begun adopting AI, many still struggle to use it effectively. Building a unified data foundation and developing specialized expertise are key to unlock its full potential, enabling personalized guest experiences, improving operational efficiency, and driving sustainable revenue growth across their properties.” said Jan Jaap van Roon, CEO of Ireckonu.

This report – which gathers insights from 189 quantitative responses and 26 executive interviews with industry leaders including hotel chain executives and IT vendors across 171 hotel chains, representing over 11,000 properties and 1.3 million rooms worldwide – also highlights:

1. AI adoption is widespread but tactical: but efforts are largely focused on early stages with only 7% of hoteliers having a wider AI strategy. Chatbots are the most common current use (42%), while Customer Data Management leads future plans (50%). Only 1% see AI as central to their business model, showing adoption is still tactical, not strategic.
2. AI adoption remains early-stage: Most hotel chains are still experimenting with general-purpose tools like ChatGPT or early hospitality-specific platforms. Few have structured, enterprise-wide strategies in place, and only 1% report AI as central to operations.
3. AI in guest experience is poised for growth: 72% of hotel chains use AI to enhance interactions, and 84% plan to roll out additional applications. Upselling (54%) and personalized booking (49%) are projected to expand most rapidly, while automated guest communications remains the only application with higher current adoption (44%) than planned growth.
4. Barriers to Scaling AI Persist: The study identifies the main obstacles preventing hotel chains from fully leveraging AI: lack of expertise (62%), unclear strategy (51%), and integration challenges (45%). Notably, insufficient expertise is twice as significant as organizational resistance to change, which affects 31% of chains.

The full AI & Automation in Hospitality 2025 Research Highlights report is available for public download at www.h2c.de.