New research commissioned by Fourth and Peach 20/20, and conducted by Nielsen iQ in March 2026, among CEOs, COOs, CFOs and directors across a broad cross-section of the market, reveals how AI is being used at the top of hospitality businesses, where strategic decisions are made, and investment is directed.  

The picture that emerges is one of a sector being driven from the top towards an AI-led transformation that will have a far greater impact on central operations than it will have at individual site level. It may not change the essence of hospitality, but it will change the way hospitality does business.

• Nearly half of operators expect AI to have the most disruptive impact on central office roles, with 45% believing that AI will lead to smaller teams in central offices, compared to just 7% who think job losses would be likely among frontline staff.  
• But the impact of is more nuanced than just how more roles will be lost - with 25% of top execs believing AI can lead to job creation at HQ - but with the type of work and the skills required significantly changed.  
• AI will materially change roles currently engaged in reporting, planning, governance, finance, marketing and more - just as it is in corporate offices beyond hospitality.  
• By contrast, the human touch on the frontline remains sacrosanct for most hospitality businesses, but AI will play an important role in supporting General Managers. However, the visible impact will likely be less transformational.  

Download the full report HERE to see where forward-thinking leaders are investing, how roles are changing, and what hospitality's next operating model could look like. 

The research was conducted in March 2026 among over 100 board-level executives in hospitality groups.