Revolutionising the Hospitality Industry: The State of Artificial Intelligence Adoption inZimbabwe's 3 Star-Rated Hotels

Abstract

This qualitative study examines the current adoption and impact of Artificial Intelligence (AI) in Zimbabwe's three-star rated hotels, aiming to understand how technological integration influences operational efficiency and guest satisfaction. Utilising in-depth interviews with hotel management, frontline staff, and technology providers, complemented by thematic analysis of observational data, the research explores the perceptions, challenges, and enablers of AI implementation within this sector. Major findings reveal that while AI adoption is predominantly nascent, hotels leveraging AI report significant improvements in customer service responsiveness and operational workflows. However, barriers such as limited infrastructural capacity, skills deficits, and concerns over data security impede wider adoption. The study concludes that strategic investments in capacity building, infrastructure, and policy frameworks are essential for scalable AI integration in Zimbabwe's hospitality sector. Recommendations include fostering public-private partnerships to facilitate technology transfer, implementing targeted training programs, and developing regulatory standards for data privacy and security. This research contributes to the emerging body of knowledge on AI in developing economies' hospitality industries, highlighting critical pathways for sustainable digital transformation with high impact potential for policy and industry stakeholders.