91% of the Middle East’s Leading Hotels Now Use AI

From machines that remember how you like your coffee to eerily accurate room preferences, AI is quietly becoming the new travel companion across the Middle East—and most hotels are already on board. Recent findings from global consulting firm PwC show that 91% of hospitality players in the region are now using or testing AI, weaving smart tech into the guest experience in ways travellers may already be noticing: apps that speed up check-ins, chatbots that answer questions, room controls that adjust temperature or lighting automatically, and suggestions for dining or activities based on previous stays. Behind the scenes, AI is also being used to anticipate busy periods and manage staff. While only a small number (3%) of hospitality groups have fully integrated AI across their entire operations, many are experimenting—testing what works, what doesn’t, and where human interaction still matters most.