Artificial intelligence adoption in hospitality: challenges and opportunities across hierarchical levels

Purpose This study aims to examine the challenges (barriers) and opportunities (drivers) of adopting artificial intelligence in the hospitality industry by exploring how individuals at different hierarchical levels within hotels perceive the benefits and obstacles associated with artificial intelligence adoption. Design/methodology/approach This study adopts a consensus mapping approach to analyze insights gathered from interviews with 55 information-rich participants, representing diverse hierarchical roles within the hotel industry. Participants are categorized into three distinct groups: top managers, first-line managers and nonmanagerial employees. Findings By using a consensus mapping approach, this study ascertains individual perceptions regarding the barriers and drivers influencing the adoption of artificial intelligence within the hotel sector. Study findings underscore artificial intelligencés potential to increase operational efficiency and enhance customer experiences. Notably, top managers prioritize the pursuit of competitive advantage, whereas nonmanagerial employees emphasize the significance of cost-saving benefits. Despite these benefits, a noteworthy hesitance is observed across various hierarchical positions, largely attributable to factors such as lack of awareness and understanding, as well as resistance to change. Originality/value The originality of this study is twofold. First, it offers a basis for tailored communication strategies aimed at strengthening awareness and acceptance of artificial intelligencés adoption across various hierarchical groups. Second, diverging from prevailing customer-centric perspectives, it uniquely focuses on employees’ perceptions, thereby providing new insights into the unexplored and multifaceted dynamics of artificial intelligencés adoption within organizational contexts.