Park City, Utah hotels turn to AI as tourism revenues drop 21.7%

Summit County’s tourism economy is poised to become increasingly dependent on artificial intelligence, as major hospitality and design companies already implement AI to streamline operations and enhance guest experiences. This shift comes as Park City faces declining hotel tax revenues, making operational efficiency through AI potentially crucial for maintaining the region’s tourism-dependent economic foundation.

What you should know: Marriott International and Gensler, a global architecture firm, have partnered to integrate AI throughout the hotel design and guest experience process.
• AI allows designers to pitch, create and showcase ideas without spending time and money building physical mockups, according to Jordan Goldstein, Gensler’s co-chief executive officer.
• The technology helps architects write narrative stories in pitch materials, allowing them to “fully draw on the power of emotion early in the design process.”
• Instead of traditional weeks-long revision cycles, firms and clients can now use AI to make real-time design changes with everyone in the room.

The guest experience transformation: Marriott sees AI as a tool to enhance human interaction rather than replace hotel staff.
• As hotels implement AI to reduce employee time spent on data entry, workers will have more time for face-to-face guest interactions, explained Kristen Conry, Marriott’s Senior Vice President of Global Design.
• The technology aims to help employees “find the right balance” of engagement while meeting guest needs.
• Advanced AI could eventually be implemented directly in hotel rooms to provide more personalized visitor experiences.

What they’re saying: Industry leaders emphasize AI’s role as a workforce enhancement tool rather than replacement.
• “The goal of the technology is to free up time for employees and make their jobs easier so they can spend more time helping guests, not to eliminate human workers,” Conry said.
• Goldstein noted that AI makes it easier for architects to collaborate with clients by enabling immediate design modifications.

Economic context: Park City’s tourism-dependent economy faces revenue challenges that could make AI adoption more urgent.
• The city experienced a 21.7% decrease in transient room tax revenue in June 2025 compared to June 2024, losing $37,050.
• Year-to-date, Park City has seen a 2.4% decrease in these tourism-related taxes, totaling $110,369 less than 2024.
• These taxes, earned specifically through hotel stays and nightly rentals, are crucial funding sources for the ski resort and outdoor recreation economy.

Why this matters: The integration of AI in Summit County’s tourism sector represents both an opportunity to improve operational efficiency and a potential necessity as traditional revenue streams face pressure, highlighting how AI adoption may become essential for maintaining competitive hospitality markets in tourism-dependent regions.