AI Use Trends, Challenges, and Action Framework in Mid-Scale Hotels

  • Jan Gerardo III Flores Trinity University of Asia, Quezon City, Philippines; University of the Philippines, Diliman, Quezon City, Philippines
  • Mark Daevid M Adem Manager, Trinity Innovation Hub, Trinity University of Asia, Quezon City, Philippines
  • Emelyn Rico Villanueva Graduate Education and Professional Studies Liwanag 5505 Odiongan, Romblon, Philippines
DOI: https://doi.org/10.25147/ijcsr.v10i0.831

Abstract

Purpose – This study examined prevailing trends and challenges in the integration of Artificial Intelligence (AI) technologies in selected mid-scale hotels in Quezon City, focusing on their influence on guest experience enhancement, operational efficiency, and revenue optimization.

Method – A quantitative descriptive research design was employed. Data were gathered from 100 hotel guests who interacted with AI-assisted services using a structured, researcher-designed questionnaire. Descriptive statistics, including frequency, percentage, mean, standard deviation, and Average Weighted Mean (AWM), were used to analyze respondents’ assessments.

Results – Findings revealed an overall positive evaluation of AI integration, with a grand mean of 3.86 interpreted as Agree. Respondents recognized AI’s contribution to personalized service delivery, user-friendliness, streamlined hotel operations, and revenue responsiveness. However, data privacy and security emerged as the most prominent concern (M = 3.71, Agree), while challenges related to cost, technical skills gap, infrastructure readiness, and resistance to change were moderately perceived (overall M = 3.33, Neutral).

Conclusion – AI integration enhances service innovation and operational performance in mid-scale hotels. However, implementation barriers, particularly those related to data protection and system reliability, influence guest confidence and long-term acceptance.

Practical Implications – The study developed an AI Trends, Challenges, and Outcomes Model to guide hotel managers in strengthening system reliability, cybersecurity practices, staff preparedness, and user support mechanisms.

Research Implications – Grounded in the Technology Acceptance Model and Diffusion of Innovations Theory, the findings contribute empirical evidence to the growing body of research on AI adoption in hospitality settings.

Social Implications – Strengthening data governance, transparency, and responsible AI implementation can enhance guest trust and promote sustainable digital transformation in the hospitality industry.

Author Biographies

Jan Gerardo III Flores, Trinity University of Asia, Quezon City, Philippines; University of the Philippines, Diliman, Quezon City, Philippines

Jan Gerardo G. Flores III is currently pursuing an MBA in International Hospitality and Tourism Management at Trinity University of Asia and serves as an Instructor of Hospitality at the University of the Philippines Diliman, Department of Hotel, Restaurant and Institution Management, College of Home Economics. He earned a Bachelor of Science in Tourism from the Asian Institute of Tourism, University of the Philippines Diliman. With over twenty-five years of professional experience, he has developed comprehensive expertise in hotel operations, guest services, and organizational management, and has translated this into teaching, mentoring, and developing hospitality students to meet industry standards. His local and international experience includes positions in hotels under the InterContinental Hotels Group, where he specialized in operational efficiency and customer service. In the United States, he also contributed to One80 Intermediaries, a general agent, focusing on office administration. After spending eleven years in San Diego, California, he returned to the Philippines to further his academic growth, engage in research, and contribute to the advancement of hospitality education and industry practice. His research interests focus on artificial intelligence in hospitality, guest experience enhancement, and optimizing operational performance in lodging establishments.

Mark Daevid M Adem, Manager, Trinity Innovation Hub, Trinity University of Asia, Quezon City, Philippines

Dr. Mark Daevid M. Adem holds a Doctor of Philosophy degree in International Hospitality and Tourism Management. He is an alumnus of Lyceum of the Philippines University-Batangas. His academic journey was marked by excellence. He graduated from Trinity University of Asia with Bachelor’s Degree in Hotel and Restaurant Management, Magna Cum Laude. He was a recipient of a scholarship to study abroad at Kobe International University, Kobe, Japan, majoring in Tourism Economics with a minor in Japanese Language. He also holds a Master of Business Administration degree and was an Academic Excellence Awardee during his Ph.D. in IHTM Commencement Exercises in 2022. Beyond his academic pursuits, he has gained valuable experience in various roles within the academe. He currently serves as the Manager of Trinity Innovation Hub and a Full-Time Faculty member at Trinity University of Asia. He has also held positions such as Research Coordinator, Internal Quality Auditor, Alumni Coordinator, and Community Coordinator. Currently he is one of the Top 10 Scientist in AD Scientific Index (Alper-Dodger Scientific Index) from Trinity University of Asia for four consecutive years since 2022 up to present 2025 His commitment to education and professional development is evident in his active involvement in various academic and industry activities. He has served as a guest panelist, guest speaker, and event host, sharing his expertise with students and professionals alike. He has also been a certified TESDA trainer-assessor for several hospitality-related skills such as Food and Beverage Services, Barista, Front Office, Housekeeping, Culinary, and Events Management. He is also a Certified Guest Service Professional, Certified Hospitality Industry Analyst, and currently holds a leadership role in an academe-industry association known as the Association of Administrators in Hospitality, Hotel, and Restaurant Management Educational Institutions. At present, Dr. Adem is the Manager of Trinity Innovation Hub and excellent faculty member of School of Tourism and Hospitality of the Trinity University of Asia.

Emelyn Rico Villanueva, Graduate Education and Professional Studies Liwanag 5505 Odiongan, Romblon, Philippines

Dr. Emelyn Rico-Villanueva, is a dedicated academician and administrator with a wealth of experience in the field of education. Born on January 9, 1972, in Odiongan, Romblon, she has consistently demonstrated her commitment to excellence throughout her career. Currently serving as an Associate Professor V at Romblon State University, Dr. Rico-Villanueva has held pivotal administrative roles, including her tenure as the Former Vice President for Academic Affairs and College Dean. Her extensive involvement in various educational organizations, such as the Philippine Association of Research Managers and the Council of Deans (MIMAROPA), reflects her commitment to fostering collaboration and advancing educational standards.

 

Dr. Rico-Villanueva's academic journey is marked by notable achievements, earning her degrees with honors. She completed her Bachelor of Science in Education (BSED) at Romblon State College, graduating Cum Laude in 1994. Her academic pursuits continued with a Master of Arts in Education (MAED) from the same institution in 2003, followed by a Ph.D. in Educational Management from the Philippine Normal University in 2011. Her research contributions have been recognized through various awards and publications, showcasing her dedication to advancing knowledge and contributing to the scholarly community. As an accomplished educator, administrator, and researcher, Dr. Rico-Villanueva has left an indelible mark on the academic landscape, embodying a passion for learning, leadership, and service. 

Published
2026-04-10
How to Cite
FLORES, Jan Gerardo III; ADEM, Mark Daevid M; VILLANUEVA, Emelyn Rico. AI Use Trends, Challenges, and Action Framework in Mid-Scale Hotels. International Journal of Computing Sciences Research, [S.l.], v. 10, p. 4183-4206, apr. 2026. ISSN 2546-115X. Available at: <//stepacademic.net/ijcsr/article/view/831>. Date accessed: 01 may 2026. doi: https://doi.org/10.25147/ijcsr.v10i0.831.
Citation Formats
Issue
Vol 10 (2026): Volume 10
Section
Articles
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