Artificial intelligence (AI) is increasingly being used in the hotel industry to personalize guest experiences by analyzing online footprints, as discussed by Malvina Costela, MEWS sales manager, at a recent conference. Hotels utilize AI to gather and integrate customer data from various sources, including online reviews, to tailor services and enhance guest satisfaction, exemplified by changing a disliked breakfast item based on feedback. However, this raises privacy concerns. The technology also aids in making personalized recommendations and managing customer interactions through chatbots, which now handle the majority of queries without human intervention. AI’s evolving capabilities necessitate hotel staff preparedness for future technological integration. Additionally, global hotel demand has rebounded to 2019 levels, with slight regional variations in occupancy.