In 2026, over 28% of hospitality operators in the UK and Ireland are embracing artificial intelligence (AI) across various departments, with an additional 20% exploring its potential benefits. This rapid adoption, however, is accompanied by increasing apprehensions over data processing, monitoring, and security. According to a recent study by AI-powered hospitality software platform Access Hospitality, 51% of businesses in the region express concerns regarding data privacy.
The study surveyed 1,000 businesses and 8,000 consumers across six international markets, aiming to gauge attitudes toward data privacy and secure AI adoption. In light of these findings, Connor Whelan, Chief Information Officer at The Access Group, and Diego Baldini, Chief Information Security Officer, provide guidance for businesses to safeguard their data when utilizing AI tools.
Data security and privacy rank as the primary concerns for 51% of operators in the UK and Ireland, followed closely by worries about data protection regulations, which affect 38%. The research reveals that nearly one-third of operators feel limited in their understanding of AI tools, further complicating their decision-making processes. Individuals in the food and beverage sector, along with hotel operators, report similar hesitations, with 45% and 46% respectively expressing concern about sharing sensitive company data with AI technologies.
Operators managing fewer than 25 venues tend to be the most cautious, with over half of them uneasy about data sharing, in contrast to just 33% of larger venues. This trend suggests that greater access to internal expertise and frameworks may bolster confidence in AI adoption.
Consumer concerns mirror those of business operators, with data privacy emerging as a significant issue linked to increased AI deployment in hospitality. On average, nearly one-third of global consumers worry that their personal information and habits could be misused, while an additional 21% express anxiety about feeling constantly monitored. In the UK, 28% of consumers fear AI could misuse their personal information, and one in five worry about being surveilled.
This mixture of apprehension and curiosity contributes to a divided public sentiment regarding AI’s role in hospitality. A survey indicates that 41% of UK consumers feel anxious about the technology, whereas 37% express excitement. Champa Magesh, Managing Director of Access Hospitality, emphasizes the need for transparency and security, stating, “With 41% of UK consumers sceptical about the increased use of AI in hospitality and 28% worried about their privacy, businesses must prioritize transparency and security to build trust.”
In response to these challenges, experts highlight several strategies that businesses can take to protect their data while leveraging AI. A fundamental step involves establishing a clear AI policy that informs all staff members about the types of data permissible for entry into AI systems, approved tools, and oversight responsibilities. Whelan notes that most data breaches result from everyday oversights rather than sophisticated attacks. He advocates for a combination of policy, technical controls, and regular reassessment to mitigate risks effectively.
Moreover, educating and training employees on what constitutes sensitive business information, the risks associated with entering this data into AI systems, and best practices for AI use is crucial. Magesh stresses the importance of this educational effort as part of a broader strategy to enhance data security.
Finally, businesses are encouraged to utilize secure AI platforms, steering clear of publicly available tools that do not guarantee how data will be utilized and stored. Magesh asserts, “Choose secure platforms that protect data and ensure it remains secure and under your control.” Baldini reinforces this point, warning that once sensitive data is inputted into a publicly accessible AI tool, control over that information is lost, an untenable risk for businesses.
As the hospitality sector continues to integrate AI technologies, the balancing act between innovation and data security will be critical. Operators must navigate these challenges carefully, ensuring that transparency and consumer trust remain at the forefront of their AI strategies.
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