Africa and the Middle East now lead the world in hotel AI adoption.
The h2c Global AI & Automation in Hospitality Study, commissioned by Profitroom and based on a survey of 171 hotel chains across the world, shows 57% of MEA hotel chains have already integrated AI driven features, ahead of Europe and the Americas at 30%, and Asia Pacific at 29%, and well above the global average of 35%.
Confidence in the region is strong, with trust in AI at 7.1 out of 10, tied with Asia Pacific, and above the global average of 6.6.
59% of MEA hoteliers expect full automation of digital marketing by 2030. However, the study shows that progress is at risk if data remains fragmented, as 47% say departmental data silos are limiting AI adoption.
This positioning creates clear opportunities for African hospitality businesses, stronger revenue performance, better guest experiences, and enhanced competitiveness.
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