Hoteliers are betting on massive investments in artificial intelligence (AI) to counter rising costs and personalize the guest experience, according to the “Travel Dreams 2026” report by Amadeus. This digital transformation is supported by consumer behavior, with 42% of travelers already using AI for planning, while 35% turn to this technology for assistance during their journey. In this context, 499 out of the 500 hoteliers surveyed globally confirmed they intend to allocate significant budgets for integrating AI capabilities.
The main obstacles identified in the hospitality sector include rising operational costs (38%), the need for infrastructure digitalization (33%), and the difficulty of personalizing offers (31%). At the same time, 39% of managers signal a lack of access to easy-to-use predictive data in the decision-making process. To increase revenue, companies are focusing on maximizing earnings per visitor and using AI algorithms for price optimization and monetizing premium attributes, such as room views, premium amenities, or flexible check-in.
By 2026, the average investment in AI technologies is estimated at approximately EUR 271.3 thousand per hotel. A segment of 20% of hoteliers plans major investments, exceeding the threshold of EUR 425.2 thousand per property. Vincent Lacroix, Head of Platform for AI at Amadeus, emphasizes that using AI for critical commercial functions confirms the technology’s role as an efficiency factor and service differentiator. The study was conducted on a sample of 6,000 travelers from markets such as Australia, China, the UK, the USA, India, and Germany, and 500 managers from the USA, the UK, the UAE, France, and India.
Frequently Asked Questions
How are travelers currently using AI in their journeys?
According to the report, 42% of travelers use AI for trip planning, while 35% utilize the technology for assistance during their actual travel.
What are the primary challenges driving AI adoption in hospitality?
Hoteliers face rising operational costs (38%), the urgent need for infrastructure digitalization (33%), and difficulties in personalizing guest offers (31%).
What is the projected financial commitment to AI by 2026?
The average investment is expected to reach approximately EUR 271,300 per hotel, with 20% of properties planning to spend over EUR 425,200.