(Posted 28th October 2025)
Middle East & African hotel chains outpace global competitors in AI
integration, but data silos threaten to undermine progress
Hotel chains in Africa and the Middle East are leading the world in AI adoption and integration, according to a new global study by h2c, commissioned by hotel technology provider Profitroom. The research reveals that while African hospitality businesses are embracing artificial intelligence at
unprecedented rates, most lack the data infrastructure needed to maximise its potential.
The study of global hotel chains found that 57% of Middle East and African (MEA)
hotel businesses have already integrated AI-driven features into their products and
services, significantly outpacing Europe (30%), the Americas (30%), and Asia-Pacific
(29%), and well above the global average of 35%.
‘African hotels are demonstrating remarkable leadership in turning AI potential into
business reality,’ said Katarzyna Raiter-?uksza, Director of Product at Profitroom before adding: ‘What’s particularly striking is not just the adoption rate, but the confidence African
hoteliers have in this technology compared to their global counterparts.’
Investment and Trust Outpace Global Averages
The research reveals MEA hotel chains are backing their AI ambitions with concrete
investment. The study found that hotel chains in the Middle East and Africa are more
likely to allocate dedicated AI budgets, while regions like the Americas and Europe
trail behind.
This financial commitment from the region is matched by greater confidence in AI
capabilities:
? MEA hoteliers report the highest trust in AI at 7.1 out of 10, tied with Asia
Pacific and above the global average of 6.6
? They show the greatest comfort with AI-driven pricing (7.2/10, compared to
just 6.2/10 in the Americas)
? They have the lowest concerns about AI negatively impacting guest
experience and personalised service (35% vs. global average of 50%)
? MEA hotel chains anticipate faster digital marketing automation, with 59%
expecting full automation by 2030, compared to just 37% in Europe
Data Silos Emerge as Critical Barrier
Despite this leadership position, the study highlights a significant threat to continued
progress: 47% of MEA hotel chains report that departmental data silos are limiting
their AI adoption, the highest percentage globally and well above Europe (28%).
This fragmentation occurs despite MEA respondents showing the highest
expectations for AI-powered business intelligence, with 94% demanding real-time
predictive analytics in their BI tools (global: 84%).
‘African hotels have leapfrogged their competitors in embracing AI but now face the
challenge of breaking down internal data barriers, and making sure platforms and
systems are aligned‘ said Katarzyna Raiter-?uksza before continuing: ‘The next frontier for African hospitality isn't just about adopting more AI tools but creating unified data strategies that deliver consistent guest experiences and measurable business outcomes.’
Strategic Leadership Gap Remains Universal
While MEA leads in practical AI adoption, the region shares the global challenge of
strategic leadership, with only 8% of hotel chains worldwide having a company-wide
AI strategy.
Additional barriers to AI advancement highlighted in the study include:
? 62% of hotel chains globally cite lack of AI expertise
? 42% don't track AI ROI measurements
? 58% express concerns about AI bias in guest suggestions
‘What we are seeing across Africa is an exciting readiness to embrace AI's potential, combined with practical business sense about what technologies can deliver value today,’ added Katarzyna Raiter-?uksza. He concluded: ‘Profitroom commissioned this research to help the industry understand both the opportunities and challenges of AI adoption, and we are committed to helping our African partners maintain their leadership position.’
