Travel companies across all segments are grappling with rapid advances in artificial intelligence (AI). Questions they are asking include what use cases make most sense? Is my data centralized and accessible to glean meaningful insights? Can I trust what the AI is producing? And what large language model best suits my needs?Generally the message from experts across the travel industry is to "lean-in" to the technology, put some guardrails in place and let employees experiment. However, while some are all in with the belief that the technology will replace humans, others are taking a more cautious approach."In hotels, I think AI can lead to a miracle, but it does require them today to really lean into it," said Matthijs Welle, CEO of Mews.During a discussion on unlocking productivity using technology at last week's Mews Unfold event in Amsterdam, Welle said the company is providing hotel customers with AI-powered, "tweet-size" data on guests' previous stays and preferences to help increase revenue through upselling and personalized experiences."But the information is just the information unless you sit down with your team and say 'now we've got these tips, we've got these AI insights that we're getting from historic inputs, what are we doing differently?' And that is the discussion that I don't think a lot of hotels are having," he said. Get a dose of digital travel in your inbox each day

The combined company will be called Revinate and Go Moment CEO Raj Singh will become chief strategy officer.