The purpose of this chapter is to present the findings of a qualitative case study conducted in Europe that explores the factors affecting artificial intelligence (AI) for luxury hotel brands. Section 1 provides an overview of luxury hotel brands and the importance of AI for them. Section 2 presents a brief literature review of how luxury brands are utilizing AI and the real-world applications of technology in the luxury hotel sector in several European countries. Section 3 discusses the research methodology, since this study will be a qualitative analysis based on a case study of two European luxury hotels. Further, Sections 4 and 5 demonstrate the thematic findings and managerial implications of this study, respectively. The findings of this study provide marketers and policymakers with some key understandings of different business strategies to be used in promoting luxury hotels using AI.