(New research reveals that while AI adoption is accelerating across hospitality, businesses are yet to unlock its full operational and revenue potential)
TTT NEWS NETWORK
MUMBAI | 1 OCTOBER 2026
STAAH, an Access company, a leading hospitality technology solutions provider, has released a new industry report highlighting a significant gap between the potential of artificial intelligence (AI) and its real-world adoption across hospitality businesses in the Asia Pacific region.
Titled Hidden Potential: The State of Technology and Artificial Intelligence (AI) Adoption in Hospitality, the report reveals how hotels across APAC are being held back by disconnected systems, manual processes and rising operational complexity. As guest expectations for seamless, tech-enabled experiences continue to rise, many hospitality operators are still struggling to fully harness AI to drive efficiency and growth.
“AI is no longer a future concept. It is here now, the operators who embrace smarter technology now will be the ones best positioned to improve performance, respond faster to guest needs, and stay ahead in an increasingly competitive market,” said Louise Daley, Head of Hospitality Asia Pacific from The Access Group.
Based on a survey of hospitality leaders across Australia, India, Indonesia and the wider APAC region, the report highlights growing pressure on teams managing bookings, revenue, housekeeping and guest communication across multiple disconnected systems. This fragmentation is creating operational strain, consuming valuable time and limiting teams’ ability to focus on delivering standout guest experiences. In fact, many hospitality leaders report wasting up to two hours each day simply switching between systems. The report also points to rapidly evolving guest expectations.
Consumers across the region are increasingly comfortable with AI-enabled experiences — from faster service to personalised recommendations — with 74% of consumers surveyed saying technology has already improved their hospitality experiences.
While hospitality stands at a technological turning point, the report emphasises the importance of balance. “Guests are ready for more personalised, seamless experiences, and AI can help deliver that,” says Louise. “The real value of technology in hospitality is not replacing the human touch, but enhancing it by freeing staff from manual tasks and enabling more meaningful moments with guests.”
95% of hospitality leaders agree that integrated technology could help scale their business, the report underscores why connected, AI-enabled systems are rapidly becoming essential for long- term growth in the sector.
STAAH’s Hidden Potential: The State of Technology and AI Adoption in Hospitality offers a timely snapshot of where the hospitality sector stands today and where your business can go next with it.
The report explores how disconnected systems are creating hidden operational and financial strain, why integration is becoming essential for smarter and faster decision-making, where AI is already delivering value across hospitality operations, what consumers expect from future tech- enabled guest experiences, and how technology can support—rather than replace—the human touch that remains central to hospitality.
For hospitality leaders looking to stay competitive, improve efficiency and deliver more personalised guest experiences, this report provides practical insights and a forward-looking roadmap for the future.
About STAAH:
Headquartered in New Zealand, STAAH is a world-class hospitality technology platform helping its accommodation providers (hotels, motels & vacation rentals) to grow online bookings & revenue with a user-friendly platform to manage Online Travel Agents (OTA), direct bookings, and online reputation. Founded by Gavin Jeddo in 2008, STAAH partners with over 30,000 properties across 90 countries through its operations in New Zealand, Australia, India, UAE, Malaysia, Philippines, Thailand, Indonesia, Vietnam and the UK, and Europe offering exceptional service in the area of Channel Management, Booking Engine, Websites, Vouchers, Reputation Management & Global Distribution System (GDS).
About The Access Group:
The Access Group is one of the largest UK-headquartered business management software providers. It provides solutions that empower more than 160,000 small and mid-sized organisations in commercial and non-profit sectors across Europe, USA and APAC, giving every employee the freedom to do more of what’s important. Its innovative cloud solutions and integrated AI software experience across multiple Access products transform how business technology is used. Access employs over 9,000 people, continuously driving product innovation and customer service excellence.
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