SabeeApp Releases New Industry Research on How AI Will Shape the Future of Hospitality

SabeeApp has released its latest research, analysing how accommodation providers in Hungary perceive artificial intelligence and how they plan to implement AI-driven tools in daily hotel operations. The findings were presented at 4WARD by SabeeApp, the company’s annual industry gathering in Budapest, introduced by SabeeApp CEO Szabolcs Herman and Dr László Kökény, Assistant Professor at Corvinus University.

The research titled AI in Tourism provides one of the first region-specific examinations of how hotels, guesthouses, hostels, and private accommodations are preparing for AI adoption. While the hospitality sector is often labelled as traditional, the data reveals a clear shift toward digital, data-driven operations.

Key Insights from the SabeeApp Report

• AI starts in personal life before entering operations
  Seventy five percent of respondents already use AI tools privately, yet nearly sixty percent still do not apply AI in property operations. More than half of properties plan to introduce AI functionalities in the next twelve months, signalling a rapid transition from curiosity to practical usage.

• Early impact is clearest in marketing, communication, and revenue
  Respondents reported direct benefits in three areas where AI is already active: marketing content and ideation, automated guest communication, and revenue optimisation through intelligent rate adjustments. While adoption is still early, hoteliers already associate AI with measurable efficiency gains.

• Guest experience is expected to become faster and more personalised
  Sixty five percent of accommodation operators believe AI can enhance guest communication without replacing the human element. Respondents pointed to smoother booking flows, faster replies, and fewer operational errors as core advantages.

“AI will most probably not replace the warmth of human hospitality, and it should not. Its role is to make people’s work easier and more meaningful by taking care of routine tasks. This is why at SabeeApp, we integrate AI directly into our platform to help properties adopt new technology without disruption,” said Szabolcs Herman, founder and CEO of SabeeApp.

• Data analysis is where AI is most trusted
  Forty seven percent of respondents trust AI-driven data analysis over manual processes due to speed and objectivity. The study concludes that AI and human decision-making are not in competition but mutually strengthening.

• Future applications go beyond chat and content
  Respondents expect AI to expand into forecasting, automated upsell journeys, operational planning, and deeper integration with PMS environments in the next three years.

Industry Outlook

The research indicates a decisive shift in AI perception. Hotel teams do not view AI as a replacement for staff, but as a support layer that can help teams work with better accuracy and stronger insight. The primary barrier is not resistance, but lack of practical education and hands-on guidance.

Why the Findings Matter

• AI adoption in hospitality is accelerating and moving from concept to implementation

• Hoteliers see highest AI value in time savings and reduction of manual workload

• Human interaction remains central to hospitality while AI supports core processes

• Data-based planning and forecasting are the most promising AI use cases