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At the 7th edition of La Fabrique du Tourisme, the think tank driven by EXTENDAM, MKG Consulting, and Bpifrance, one key question was explored: Can AI contribute to a more sustainable hotel industry?
From customer experience personalization to energy optimization and reducing F&B impact, artificial intelligence is opening up new horizons for the hospitality sector.
Bertrand Pullès (EXTENDAM) points out: “In the coming years, hospitality will evolve through the influence of big data and AI, enabling not only enhanced personalization and service optimization, but also better understanding of environmental and social impacts”.
This shift is progressive, with challenges still to address, but AI holds great promise in reconciling economic performance and responsibility.
Managing tourist flows, optimizing energy use, reducing waste, personalizing services… Artificial Intelligence is opening new possibilities for the hotel industry.
But where do we actually stand today?
What are the real applications?
What are the limitations?
La Fabrique du Tourisme has published a report based on discussions between tourism professionals, technology experts and students from ESSEC Business School.
🎯 Objective: understand how AI can support the sector’s transformation while maintaining a balance between innovation and human interaction.
Adoption is still gradual, and its impacts are hard to measure — but the potential is immense.
The hospitality industry of tomorrow will be built at the crossroads of technology and local roots.
From 29 rooms to 600, the SHG adventure is more than a story of growth — it’s the expression of a family and entrepreneurial vision, carried by Antoine Falleur, and now handed over in a redesigned and expanded framework that stays true to its essence.
According to Bertrand Pullès (EXTENDAM), each transmission is unique. There’s no universal formula, but one crucial starting point: shared values — the real foundation of a lasting project.
Jérôme Bosc – MRICS (ALBORAN | Hotels & Hospitality) highlights the human dimension: teams, life paths, and faces behind every hotel are what give the project its strength. This same human foundation, combined with local and collective ambition, now drives the momentum toward Bourges 2028.
What this operation reveals:
→ A transition built on clarity and trust
→ A strong local anchoring in a territory poised for European visibility
→ A collective entrepreneurial dynamic, balancing operational know-how, strategic support, and shared vision
Bourges, designated European Capital of Culture, is preparing to welcome 1 million tourists by 2028 — and this renewed, restructured hotel portfolio will be one of its cornerstones.
Read the full article on Business Immo (subscriber access only)
Watch the interview on the Hospitality ON channel