Artificial Intelligence (AI) is rapidly expanding in Italy as well: according to Digital Analytics MyMetrix data from Comscore, over 13 million Italians already use AI regularly, representing 28% of the country’s internet users.

The hospitality industry is also experiencing steady growth in AI adoption, with hotels and other accommodations quickly adapting. According to Hospitality Net, out of 1,500 hotels surveyed across Europe (including Italy), 41% already use AI, while 16% plan to introduce it soon. The main applications include content generation (74%), review analysis (44%), dynamic pricing (42%), and guest personalization (38%). Robotics is also on the rise (10%), with virtual assistants capable of speaking multiple languages and handling requests 24/7.

Artificial intelligence and the hospitality industry

Artificial Intelligence and other key topics will take center stage at InOut | The Hospitality Community, the trade event dedicated to the hospitality industry. The event will take place October 8–10, 2025 at Rimini Expo Centre, running concurrently with TTG Travel Experience, both organized by Italian Exhibition Group.

Once again, InOut confirms its role as a must-attend event for those designing and renovating hospitality spaces: hotels, hotel chains, architects, designers, general contractors, campsites, beach resorts, and construction companies will find cutting-edge solutions for a hospitality sector focused on well-being, technology, functionality, and sustainability.

InOut 2025: technology, well-being, and sports

The 2025 edition of InOut will feature three main focus areas:

• Technology, driving the future of smart hospitality
• Well-being, with a holistic approach that integrates wellness, physical and mental regeneration
• Sports & Fitness, an increasingly central part of the modern tourism experience

A comprehensive program of conferences will enrich the event, exploring the impact of AI on the hospitality sector and the growing importance of wellness areas, with contributions from renowned national and international experts.