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AI in the Hospitality industry

Explore the infographic below to learn how hospitality operators are embracing AI challenges and opportunities in 2025.

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Report Overview

Adopting AI isn’t about replacing humans—it’s about empowering them to focus on what matters: the human touch.

Boards across the Hospitality sector already acknowledge the game-changing potential of AI as a tool to elevate the guest experience and streamline staffing. Overall, there is a big mindset shift, a desire to get ahead of the curve, rather than sitting out current problems, and to understand and grasp the potential of technology in general and AI in particular.

It’s no longer a question of if, but how AI will transform the Hospitality industry. With the power to reduce labour costs without affecting staff wellbeing or the guest experience, and to boost revenue, forward-thinking operators who embrace AI will lead the pack, combining efficiency with the human touch.

There’s been a real mindset shift among hospitality leaders, a desire to get ahead of the curve and grasp the potential of technology, and AI in particular. But a lack of technical skill, cited by 78% of bosses, is seen as the main obstacle to AI adoption. 

Peter Martin
Founder and Executive Director, Peach 20/20

Hospitality is still playing catch-up

Operators agree that labour deployment and forecasting are AI’s most promising applications. Yet, adoption in this area remains limited.

An overwhelming 76% of leaders agree the Hospitality industry is lagging behind in adopting AI technologies. Yet, only 5% of operators are using across all their business areas consistently.
0%
0%

100%

of operators see AI as valuable to their business, with smaller operators (under 21 locations) leading the charge.

59%

of leaders are curious about AI potential but need more information.

Areas where operators see the greatest potential for AI

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Find out exactly how hospitality operators are embracing AI challenges and opportunities in 2025.

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The education and expertise gap

The biggest hurdle to unlocking this potential of AI isn’t cost or resistance—it’s a lack of expertise.

0% are open to receiving external support to better understand how to integrate AI into their business. 0% of businesses say the skills gap is holding back their AI potential. 0% have researched and are aware of AI solutions available.

Only 18% of frontline workers receive training on generative AI, compared to 50% of leaders. And these frontline staff are the people who are worrying about what the implication might be for their job. We need to have open conversations about how work is changing and what it looks like for you, as research shows that when you do this the anxiety that frontline workers are typically feeling starts to dissipate.

Siân Harrington

Co-founder and Editorial Director, The People Space

Applications of AI in Hospitality

AI is unequally used across different areas of business - while currently focused on customer experience, the biggest potential lies elsewhere.

Areas where AI is already being used

Nearly half of operators are using AI for guest feedback and reviews and only 30% are currently using AI scheduling tools – showcasing the gap between perceived potential and actual use.

0% Guest feedback / reviews
0% Marketing
0%Recruitment
0%Scheduling
0%Finance
0% Compliance

Areas where operators plan to use AI

Businesses see the greatest AI potential in heading off future operational costs, revolving around efficiencies and savings.

Are you planning to use AI for the following solutions?

The leap lies in the advent of cognitive, or agent-based, AI. Unlike traditional AI, which operates within narrowly defined parameters, cognitive AI can process vast amounts of unstructured data, understand complex relationships and support decisions in real time. Think of it as the difference between a car with a camera on its windscreen that warns you when you’re drifting out of your lane and a fully autonomous vehicle that works out how to drive, how to indicate, how to get you to your destination.

Ben Dixon

CTO, Sona

Takeaways & Next steps

In Hospitality, as a high-touch industry, technology should amplify—not replace—the human connection.

The key is striking a balance: automating routine tasks while preserving the moments that define your brand’s unique value.

Leadership teams need to consider if they had access to an AI agent they could brief to pursue a single goal, what would that goal be? For some, the answer might be to help with talent identification, for others - optimising forecasts. The next 12 months will bring many new tools, but defining what’s strategically important for your business will help you filter through this growing field.

To bring this strategic vision to life, AI-powered solutions like Sona offer the perfect bridge between technology and the human touch. Whether it’s increasing the accuracy of forecasts, reducing labour costs, or increasing EBITDA, Sona ensures your staff is equipped to deliver exceptional service without losing the warmth and personalisation your guests value most.

Investing in AI isn’t to get ahead. It’s to keep up.

A vast majority of businesses recognise they’re behind other sectors where AI-driven tools have already transformed operations.

A vast majority of businesses recognise they’re behind other sectors where AI-driven tools have already transformed operations.

The biggest barrier to AI adoption is technical know-how.

Hospitality businesses are excited to dive in AI but need guidance to turn curiosity into action and skills into confidence.

Hospitality businesses are excited to dive in AI but need guidance to turn curiosity into action and skills into confidence.

Not all AI is made equal - look for a true next-gen partner.

Look for tech partners who really understand modern, generative AI capabilities. Bold operators who intentionally bet on AI will lead the pack.

Look for tech partners who really understand modern, generative AI capabilities. Bold operators who intentionally bet on AI will lead the pack.


Where is this data from?

The data powering this report was sourced using a survey sent to 59 C-level Hospitality leaders at the end of 2024, in collaboration with CGA Strategy Ltd, a Nielsen IQ company.

CGA is the data and research consultancy of choice for the out-of-home food and drinks market, specialising in market measurement, consumer research and location planning.

Survey respondents were located in the United Kingdom.

Discuss AI deployment with a product expert

Throughout a 20+ year career, Paul Watson has built and scaled operations for large Hospitality providers.

He can help you learn about:

The potential impact of AI-powered rules engine on staff deployment at each individual location level

Value of opportunity to re-allocate staff optimally in complex settings

Potential revenue opportunities at site level to increase EBITDA and re-invest in staff

Meet Sona, the AI-powered workforce management platform

From scheduling to forecasting, Sona AI predicts, optimises, and helps drive smart decisions.

Book a demo