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Africa’s hotel industry is reportedly a global frontrunner in the adoption of artificial intelligence, although there are some hurdles, a new international study carried out by h2c reveals. The study, which was commissioned by hotel technology provider Profitroom, shows that hotel chains across Africa and the Middle East are integrating the technology into their operations at a faster pace, surpassing their counterparts in Europe, the Americas, and the Asia-Pacific region. This also comes as Africa is already seen as a potential global hub for AI developments, with tech giants like Microsoft projecting the region will spearhead digital and AI-related job creations. Africa’s hotel chain AI adoption overshadows Europe and America The study shows that while the continent’s hotel sector’s adoption of the technology is ahead of peers, it still lacks the data infrastructure that is needed to maximise its full potential. The researchers found that 57% of Middle East and African (MEA) hotel businesses have already integrated AI-driven features into their products and services. This figure, according to the study, overshadows adoption rates in Europe and the Americas, which are both at 30%, and the Asia-Pacific region at 29%. According to the study, the global AI integration sits at just 35%. “African hotels are demonstrating remarkable leadership in turning AI potential into business reality,” said Katarzyna Raiter-Łuksza, Director of Product at Profitroom. “What’s particularly striking is not just the adoption rate, but the confidence African hoteliers have in this technology compared to their global counterparts.” Raiter-Łuksza. This confidence, according to the study, is supported by solid investment, as it shows MEA hotel chains are more likely to allocate dedicated AI budgets than their peers in regions like Europe and the Americas. The study further reveals that the financial commitment is matched by a higher level of trust in AI’s capabilities. MEA…

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Filed under: News - @ October 27, 2025 8:29 pm