The conversation around AI in hotel asset management has shifted from experimentation to practical application. For owners and project directors, the technology now offers a way to reduce wasted time, identify risks earlier, and ensure every pound invested delivers the right return - but only when applied to measurable problems, not for its own sake.
Alex Sogno, CEO of Global Asset Solutions, said the greatest savings may come from knowing where not to spend. Brand standards, refurbishment cycles, and consultant recommendations all create pressure for investment. AI can help owners test those recommendations against a property's history, performance, condition, and future strategy.
"The focus should remain on where AI can create measurable value, which we think is in reducing wasted time, improving decision-making, identifying risks earlier and helping ensure that every pound invested in a property delivers the right return," Sogno said.
Processing power and pattern recognition
AI can process large volumes of information, compare scenarios, and identify patterns far faster than a human team. This capability has direct implications for reducing project costs and avoiding expensive mistakes or delays. Used properly, it becomes another tool for value engineering - determining where investment creates the greatest value and where it can be deferred, reduced, or avoided entirely.
The technology is reshaping how capital is deployed across a hotel, touching cost estimation, value engineering, project scheduling, risk management, and design and operational decisions. But Sogno cautioned against using AI simply because it is available, particularly as token costs begin to rise.
Control, not automation
The real advantage sits with decision-makers who use AI to strengthen their judgment rather than replace it. Better information, more scenarios, and earlier warnings become available when decisions need to be made. The technology is not about automating the most processes - it is about maintaining control over capital.
"AI should not replace the experience and judgement of the owner, asset manager or project director; it should strengthen it," Sogno said. "The technology may change how we work, but the responsibility for deciding what is right for the property still sits with people."
For asset managers working across property portfolios, this approach aligns with the broader shift toward data-informed capital planning. Those who use AI well will be the ones who challenge assumptions and make better-informed decisions, not those who simply automate existing workflows. The practical applications span AI for Real Estate & Construction, where cost estimation and risk identification have become early adoption areas.
Why this matters for management
Management professionals overseeing capital expenditure face constant pressure to justify investment decisions. AI provides a mechanism to test recommendations before committing funds, reducing the risk of expensive missteps. The takeaway is not to adopt AI broadly, but to apply it surgically where it produces better information for the decisions that carry the highest financial stakes. The skill worth developing is knowing which questions to ask the technology - and when to trust human judgment over the output. For those building this capability, AI for Management resources can support the shift from experimentation to disciplined, value-focused use.
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