Managers' perceptions on Generative AI-based services' role in SME's hotels

Purpose This study aims to explore how small and medium-sized enterprise (SME) hotel managers in Greece perceive the integration of Generative AI (GenAI)-based services into various aspects of hotel operations. It seeks to identify both the perceived opportunities and challenges of adopting GenAI in the hospitality context, offering a comprehensive understanding of its strategic value and implications for service delivery, guest engagement and operational efficiency. Design/methodology/approach Using a qualitative methodology, this study draws on in-depth interviews with hotel owner-managers in a prominent Greek tourism destination. Thematic analysis was employed to identify key patterns in managerial attitudes, usage practices and strategic considerations concerning ChatGPT. Findings The research reveals six key themes highlighting how managers view GenAI as a tool for enhancing operational efficiency, personalization and sales through automation and tailored communication. However, concerns have been raised regarding implementation costs, training requirements, ethical implications and diminished human interaction. A recurring recommendation was the adoption of a hybrid model that balances AI capabilities with authentic human engagement to optimize customer experience. Originality/value This study offers novel insights into the early-stage adoption of GenAI-based services in SME hotel environments, contributing to a growing body of knowledge on AI integration in tourism. By focusing on sector-specific personal selling, this study addresses a gap in the literature and provides practical implications for technology adoption strategies in hospitality.