A new study by Access Hospitality, an organizational member of HSMAI Europe, reveals that system fragmentation is costing the European hospitality sector thousands of hours and millions in lost opportunities. The data paints a clear picture of inefficiency.
In an exclusive interview with HSMAI Europe, the company explains how integration and smarter use of data can help hotels regain efficiency and reconnect with their guests.
Globally, hotel operators face a common battle: too many systems and too little time. The latest report from Access Hospitality, AI in the Hospitality Sector, This shows that only a quarter of companies operate with a single system. The rest work with between two and five, or even more, and 25% uses between five and ten systems or more.
The consequences are significant. Hotels lose hundreds of hours a year switching between systems that don't communicate with each other, equivalent to more than a month's work. In the UK and Ireland, the average loss is 286 hours per year. In Switzerland, Germany, and Austria, the impact is even greater, with Swiss managers reporting up to 470 hours lost annually. The result is a combination of operational inefficiency, increased costs, and missed opportunities to connect with guests.
The impact of these fragmented systems goes beyond financial cost. The lost time directly affects the guest experience, diverting teams from key service tasks to troubleshooting technical issues.
Integration: the link between data and decisions
In addition to slowing down operations, fragmentation undermines trust in data. According to the report, 601% of companies consider their data incomplete or unreliable, and half admit they cannot identify the source of the information, which delays decisions and actions.
A lack of trust leads many teams to validate data manually, further increasing wasted time. Building a single, reliable source of information is a key step in reversing this situation.
The starting point is clear. The hotel management system, the PMS, must act as the core of the operation, connecting all other systems. This foundation allows for more accurate forecasting, better inventory control, and, consequently, a better guest experience.
It is no coincidence that the 70% of the operators agree that having consolidated data in real time would significantly improve their ability to make quick and safe decisions, especially during periods of high demand.
The human cost of disconnected systems
Fragmentation impacts not only the numbers but also the people. Operational inefficiency breeds frustration and burnout, especially when teams have to manually compensate for the lack of integration.
Many organizations recognize the problem but lack the time and mental space to address structural changes. However, integration shouldn't be viewed as simply adopting more technology, but rather as simplifying the existing ecosystem, freeing up time and energy for teams.
This challenge is particularly relevant in markets like Germany, Austria, and Switzerland, where many properties are independently owned or family-run and rely on smaller, less integrated systems than large chains. For these operators, the potential for improvement is significant, with the possibility of reclaiming hundreds of hours per year to focus on the guest experience.
AI in action: enhance, not replace
The Access Hospitality study indicates that 57.1% of consumers believe technology has improved their hospitality experience. Regarding artificial intelligence, more than half believe it can speed up customer service, while 45.1% say it can offer more accurate information and recommendations.
In the UK, 351% of consumers believe AI could offer a better experience than human employees, although most still value human interaction. The message is clear: guests are looking for efficiency without sacrificing empathy.
AI should be understood as an ally of human service. When applied correctly, it automates administrative tasks and allows teams to focus on what really matters: the guest relationship.
Currently, the greatest benefits of AI are seen in areas such as demand forecasting, report generation, inventory control, and shift management, all operational pillars that directly impact service quality.
A clear example is upselling. Today, the 56% of operators acknowledges that they lose additional sales due to lack of inventory, a problem that integrated systems and smarter forecasts can avoid by offering real-time visibility.
How to start the integration
The recommendation for industry leaders is practical and results-oriented:
- Start with integration by connecting core systems, especially the PMS, before incorporating new tools.
- Seek quick results by testing AI or automation in time-saving areas such as shift management or reporting.
- Build trust in data by creating a single, reliable version of the information.
- Train teams by showing how technology simplifies work, rather than replacing it.
- Think about scalability, choosing solutions that grow with the business and avoid dependence on legacy systems.
- Preserving the human touch, using technology to free up time and improve guest service.
Final considerations
Systems integration and the strategic use of artificial intelligence mark a turning point in hospitality. Technology must operate quietly in the background, freeing up time for the people who truly make a difference in the guest experience and keeping genuine hospitality at the heart of operations.
