AI for hospitality
Nov 3, 2025
AI in Hospitality: Insights from Industry Conversations at FHS Dubai
During the Future Hospitality Summit (FHS) in Dubai, Treema spoke with executives and innovators from Asia, the GCC, and Europe about how artificial intelligence is being adopted across the global hospitality landscape.
In this blog, we share a selection of key insights from our conversations with industry leaders, alongside our own observations from FHS Dubai, offering a practical look at where the industry stands today in its AI journey.
Across every discussion, one message stood out: AI isn’t replacing hospitality — it’s redefining how it’s delivered.
Asia: The Fastest Adopter
Asia’s hospitality sector is advancing faster than any other region in adopting AI.
From guest personalization to operational analytics, hotels across the region are not just experimenting — they’re implementing.
As one executive put it,
“People here are deeply connected. Digital access isn’t optional — it’s part of daily life.”
That deep digital fluency is driving large-scale transformation. One visitor at the Treema AI booth shared an example that illustrates how quickly efficiency is scaling:
“A 100-room midscale hotel in China runs with just 0.17 FTE per room, compared to about 0.7 globally. Everything — from booking to loyalty — is integrated through WeChat, creating a frictionless guest journey powered by AI.”
AI in Asia is being used not only to automate processes, but to make service more personal — predicting needs, adjusting environments, and giving staff more time to focus on guest relationships. The combination of scale, adaptability, and digital readiness is positioning Asia as the benchmark for intelligent hospitality.
The GCC: From Vision to Structure
In the GCC, transformation is driven by bold vision and investment, yet still shaped by traditional structures where digital literacy varies across teams. Hospitality groups are rapidly moving from AI pilots to structured adoption, with leadership setting the tone for change.
As one leader said,
“We’ve started integrating AI into some of our processes, but it’s not yet fully institutionalized. Everything is still quite ad hoc.”
Many senior executives already use AI daily — in analysis, planning, and even legal work — and see back-office operations as the first area that must be fully powered by AI. The next step is extending that mindset throughout entire organizations, ensuring teams at every level understand and apply intelligent tools effectively.
“AI should take care of the data so people can take care of the experience.”
That vision captures where the GCC stands today: ambitious, equipped, and ready to turn leadership-driven innovation into organization-wide capability.
Europe: Careful but Committed
In Europe, AI adoption is moving forward with measured precision.
Regulation, compliance, and ethics remain front of mind, ensuring that implementation is responsible, transparent, and sustainable.
As one European executive observed,
“We’re not afraid of innovation — we’re afraid of injecting it wrong .”
Across European hotel groups and hospitality schools, the focus has shifted toward digital literacy and workforce readiness.
“The challenge isn’t the tool — it’s how we support the people using it. Training must be continuous if we want change to last.”
This thoughtful, human-first approach ensures that Europe’s AI evolution — while slower — is grounded in accountability and long-term value.
Common Ground: Data with Empathy
Despite regional differences, a clear consensus emerged: AI’s role is to enhance human connection, not replace it.
As one participant reflected,
“AI in hospitality is still unproven — but potentially powerful. Just like the early days of the internet, everyone doubts it until it becomes indispensable.”
From operations and finance to guest engagement, AI is quietly becoming the backbone of hospitality — automating repetitive work so that teams can focus on what matters most: meaningful, human-centered service.
Conclusion: The Quiet Evolution of Hospitality
The insights gathered at FHS Dubai reveal a global industry in motion — one that’s evolving, not disrupted.
AI is fast becoming the invisible infrastructure of hospitality: accelerating decisions, refining operations, and amplifying service quality.
Asia shows how digital fluency drives adoption.
The GCC demonstrates how vision becomes structure.
Europe ensures progress remains principled and people-first.
Together, they shape a unified direction — toward a more intelligent, efficient, and deeply human future for hospitality.
As one executive summed it up, “The goal isn’t to replace hospitality — it’s to make it more human, powered by intelligence.”
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