Abstract
This study explores the challenges and opportunities associated with adopting artificial intelligence (AI) in the hotel industry, with a particular focus on how perceptions of adoption differ across hierarchical levels. Drawing on consensus mapping and interviews with 21 participants, ranging from top managers and first-line supervisors to non-managerial staff, the research reveals distinct viewpoints on both the benefits and barriers of AI implementation. While top managers primarily perceive AI as a strategic tool for gaining competitive advantage, non-managerial employees tend to emphasize its potential for reducing operational costs. Despite these perceived benefits, the adoption of AI is hindered by limited awareness, insufficient understanding, and a general resistance to change.