• Travel-tech

Africa’s Hotel Sector Surges Ahead in AI Adoption, But Data Silos Threaten Long-Term Gains Africa’s Hotel Sector Surges Ahead in AI Adoption, But Data Silos Threaten Long-Term Gains

The African hospitality industry is making global headlines as it leads the world in the adoption and integration of artificial intelligence (AI), according to a new international study by h2c, commissioned by hotel technology provider Profitroom. The research, which surveyed 171 hotel chains worldwide, reveals that 57% of Middle East and African (MEA) hotel businesses have already embedded AI-driven features into their products and services—a figure that far surpasses Europe (30%), the Americas (30%), and Asia-Pacific (29%), and stands well above the global average of 35% [[1]](https://www.zawya.com/en/world/africa/africa-leads-global-hotel-ai-adoption-but-data-silos-pose-a-challenge-dgb21a5u).

This rapid uptake is not just a matter of technology for technology’s sake. African hotels are demonstrating a unique blend of confidence, investment, and practical business sense in their approach to AI. “African hotels are demonstrating remarkable leadership in turning AI potential into business reality,” said Katarzyna Raiter-Łuksza, Director of Product at Profitroom. “What’s particularly striking is not just the adoption rate, but the confidence African hoteliers have in this technology compared to their global counterparts.”

Backing this leadership is a willingness to invest. The study found that MEA hotel chains are more likely to allocate dedicated AI budgets, a trend that sets them apart from their peers in the Americas and Europe. This financial commitment is matched by a high level of trust in AI’s 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 also show the greatest comfort with AI-driven pricing (7.2/10, compared to just 6.2/10 in the Americas), and have the lowest concerns about AI negatively impacting guest experience and personalised service (35% vs. a global average of 50%). Furthermore, 59% of MEA hotel chains expect full digital marketing automation by 2030, compared to just 37% in Europe.

However, this impressive progress is not without its challenges. The study highlights a critical barrier that could limit the region’s ability to fully capitalise on AI-driven opportunities: data silos. Nearly half (47%) of MEA hotel chains report that fragmented internal data systems are restricting their AI adoption—the highest percentage globally and significantly above Europe’s 28% [[2]](https://bitcoinethereumnews.com/finance/africas-hotel-industry-is-outpacing-peers-in-ai-adoption/). This fragmentation persists even as MEA respondents express the highest expectations for AI-powered business intelligence, with 94% demanding real-time predictive analytics in their BI tools (compared to a global average of 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,” Raiter-Łuksza explained. “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.”

Despite their leadership in practical AI adoption, MEA hotel chains share a universal challenge with their global peers: the lack of a comprehensive, company-wide AI strategy. Only 8% of hotel chains worldwide have such a strategy in place, highlighting a gap between operational enthusiasm and strategic direction . Additional barriers to AI advancement include a lack of AI expertise (62%), insufficient tracking of AI return on investment (42%), and concerns about AI bias in guest suggestions (58%).

For Africa’s travel sector, these findings offer both inspiration and a call to action. The region’s hotels are not only outpacing global peers in AI adoption but are also setting new standards for investment, trust, and innovation. Yet, to sustain this momentum and unlock the full value of AI, African hospitality businesses must prioritise data integration, cross-departmental collaboration, and strategic leadership.

Profitroom, the technology partner behind the study, is at the forefront of this transformation. Its direct booking engine and suite of AI-powered tools are designed to help hotels, lodges, and resorts maximise direct bookings, automate marketing, and deliver intelligent guest interactions. With over 3,500 properties already benefiting from its platform, Profitroom is committed to supporting African hoteliers as they navigate the next phase of digital transformation.

Looking ahead, the African hotel sector’s readiness to embrace AI’s potential—combined with a practical focus on business outcomes—positions it as a global leader in hospitality innovation. The challenge now is to move beyond adoption and toward holistic, data-driven strategies that will ensure sustainable growth, enhanced guest experiences, and measurable returns for years to come.