Mastering the AI Wave: Secrets Unveiled by Bulgarian Hoteliers

The Role of AI in Hotel Management: Insights from Bulgarian Hoteliers

The Role of AI in Hotel Management: Insights from Bulgarian Hoteliers


The integration of Artificial Intelligence (AI) in the hospitality industry, particularly in hotel management, is a rapidly evolving trend. A recent paper titled “Automated decision-making: Hoteliers’ perceptions” provides valuable insights into Bulgarian hoteliers’ attitudes towards AI in decision-making and how it is shaping various operational aspects of hotel management.

Embracing AI in Hotel Operations

Hoteliers are increasingly recognizing the potential benefits of AI in automating routine tasks, improving customer service, and enhancing decision-making processes. The study reveals a general preference for AI applications in areas that do not require emotional intelligence or direct interaction with customers or employees. This includes tasks such as inventory management, pricing strategies, and data analysis for marketing decisions.

Human-AI Collaboration Models

The study categorizes AI decision-making into four approaches: ‘human only,’ ‘human-in-the-loop,’ ‘human-on-the-loop,’ and ‘human-out-of-the-loop.’ Each approach defines the level of human involvement in AI-driven decisions. Among hoteliers, the ‘human-in-the-loop’ model, where AI suggestions are reviewed and approved by humans, seems to be the most preferred. This model strikes a balance between the efficiency of AI and the nuanced understanding of human managers, especially in customer-facing decisions.

Influence of Personal and Property Characteristics

Interestingly, the research found that personal characteristics of the hoteliers, such as age, education level, and industry experience, as well as the features of the hotels they manage, like size and star rating, do not significantly influence their preferences towards AI decision-making approaches. This suggests a broad acceptance of AI across different demographics and hotel types in the Bulgarian hotel industry.

Challenges and Opportunities

Adopting AI in decision-making comes with its challenges. Concerns about the cost of implementation, data privacy, and the potential loss of the personal touch in hospitality services are prevalent. However, the efficiency, accuracy, and data-driven insights offered by AI can significantly enhance operational effectiveness and customer satisfaction.

Future Trends and Considerations

As AI technology continues to advance, its role in the hospitality industry is expected to grow. Hoteliers must stay informed about the latest developments in AI and consider how these technologies can be integrated into their operations. Training staff to work alongside AI tools and ensuring a balance between automated processes and human interaction will be key to successful AI integration in the hospitality sector.


The study on Bulgarian hoteliers’ perceptions of automated decision-making highlights a cautious but growing interest in AI within the hotel industry. As the technology evolves, so too will its application in enhancing efficiency, customer experiences, and overall hotel management strategies.

Image source: Shutterstock

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