In this episode, STR President Amanda Hite shares how she’s thinking about the role artificial intelligence could play in the future of hospitality forecasting. Recorded at the 2025 Hotel Data Conference, this conversation explores why STR’s 40 years of proprietary hotel data remain its greatest advantage, how her team is cautiously testing AI tools without risking data integrity, and the opportunities AI presents for improving data onboarding and analysis. Amanda also explains why human judgment will always be essential in interpreting numbers and telling the story behind them. Hospitality leaders will come away with a clear understanding of what AI can — and can’t — do for forecasting, and how to integrate it effectively while maintaining trust in the results.

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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands

Why STR’s 40 Years of Proprietary Data Is Its Superpower in the AI Era