The AI
Opportunity
Where Al is going. Al adoption is expanding from chatbots and commercial functions into operations, customer data, payments, personalization and housekeeping. These are increasingly core Shiji product areas.
The AI
Opportunity
In this edition, we compared key hotel industry metrics across Q2 2024, Q2 2025, and Q2 2026, analyzing 10.5 million reviews and 38.8 million guest mentions from more than 10,000 hotels worldwide.
What you’ll learn
91% of hotel chains now use AI. Adoption has moved from experimentation to mainstream use
Chatbots lead adoption at 64%. The most widely deployed AI use case across hotel chains.
67% report efficiency gains. AI is delivering operational improvements more than direct financial returns.
72% still lack an AI strategy. Adoption is growing faster than governance and planning.
AI knowledge scores just 3.4/10. Skills and training remain the industry’s biggest challenge.
70% see AI agents as the next wave of innovation. Autonomous workflows are becoming the focus.
What you’ll learn
91% of hotel chains now use AI.
Chatbots lead adoption at 64%.
67% report efficiency gains.
AI Success Starts With the Right Foundation
The most successful AI initiatives are built on high-quality, connected data. As hotels move toward intelligent automation and AI agents, fragmented systems and inconsistent data become major barriers to scale.
This report explores why data strategy is quickly becoming a board-level priority and how hospitality leaders are preparing their organizations for the next wave of AI innovation.
AI Success Starts With the Right Foundation
The most successful AI initiatives are built on high-quality, connected data. As hotels move toward intelligent automation and AI agents, fragmented systems and inconsistent data become major barriers to scale.
This report explores why data strategy is quickly becoming a board-level priority and how hospitality leaders are preparing their organizations for the next wave of AI innovation.
The Guest Experience Benchmark reports global view, and region-specific data allows us to benchmark and overlay our brand results against numerous, critical metrics. The report forms a significant part of our annual reporting ecosystem, allowing us to remain relevant, grounded, and stretch ourselves to continue to be the brand of choice. The continued evolution of enhanced detail within the report ensures we can continue to deliver valuable insights to all of our team and properties. The report ensures we remain focused to challenge ourselves and the brand when analysing the year past and the year ahead.
– Brad Sammut, Senior Franchise Relationship Manager, Quest Apartment Hotels
Key AI Findings
Key AI Findings
Download the report for FREE
Fill out the form to access the extended report.
