Artificial intelligence is being used most extensively in hotel marketing, according to the latest industry research by SabeeApp. In the survey, 53.3% of accommodation providers identified marketing as their primary area for AI application, ahead of revenue management (38.3%) and data analytics (31.7%).
While AI adoption is clearly gaining momentum across the sector, hotels do not currently view AI tools as a threat to human labor. Instead, artificial intelligence is seen primarily as a complement to existing teams rather than a replacement.
AI supports marketing teams, it doesn’t replace them
SabeeApp’s analysis shows that in marketing, as in other hotel functions, the main role of AI is not workforce substitution, but supporting decision-making and operational efficiency. Hoteliers increasingly see AI-driven solutions as a way to automate and speed up background tasks, freeing up time and resources for more creative and personalized campaigns.
What is no longer in question is whether AI will remain part of the hotel industry: most respondents believe that within three years, AI usage will become standard practice, and that those who begin implementation early will gain a competitive edge.
Hoteliers expect guests to be receptive
According to respondents, 57% believe guests would be open to 24/7 digital concierge or chat services, 55.6% expect strong interest in AI-based translation and multilingual communication, and 49.6% say faster check-in and check-out processes would be particularly attractive.
Openness to personalized, AI-driven sales remains lower for now, at 24.4%, yet a striking 89.6% of guests are fundamentally open to AI in general. This suggests that most travelers are not resistant, but rather curious and cautiously optimistic, viewing AI as a useful tool.
SabeeApp’s research also highlights a growing gap between guest expectations and hotel adoption levels. While guests appear increasingly open to AI-supported convenience and marketing features, many accommodation providers are still not fully leveraging these tools.
