The Commercial Strategy Shift: AI’s Influence on Revenue, Loyalty & Demand

As the hospitality industry accelerates into an era defined by intelligent innovation, few forces loom larger than artificial intelligence (AI). Once a distant concept, AI has rapidly become an everyday catalyst reshaping how hotels engage guests, optimise operations, and drive commercial success. With adoption moving from experimentation to strategic integration, the industry enters a pivotal moment, one that will take centre stage at next week’s HSMAI Middle East & Africa Commercial