Guest behaviour shifts. Demand changes with the season. Teams adapt, or don't. The enquiry flow that converted brilliantly in April can be quietly underperforming by September, and you won't necessarily see it until the gap shows up in your year-end numbers.

Most AI implementations plateau not because the systems were badly built, but because nobody kept improving them. New revenue opportunities go unspotted. Bottlenecks become habits. The initial investment stops compounding.