AI in Hospitality: Friend or Foe? Embracing the Future of Guest Experiences

Imagine a world where personalised recommendations greet guests before they even arrive, robots handle luggage with a smile (well, almost!), and chatbots answer questions 24/7 with human-like understanding.

This isn't science fiction – it's the future of hospitality powered by Artificial Intelligence (AI).

Disruption or Evolution?

The hospitality industry, renowned for its human touch, might raise an eyebrow at the mention of AI.

But disruption can be a catalyst for evolution.

Just like the internet revolutionised bookings and communication, AI is poised to transform the guest experience in profound ways.

The Rise of the AI Guest:

Think of your ideal guest - someone who appreciates the finer details, anticipates their needs, and wants a seamless experience. Now, imagine technology that can fulfil those desires.

Here's a glimpse into how AI will impact various aspects of hospitality:

Pre-Arrival:

• Hyper-Personalised Recommendations: Imagine AI analysing a guest's social media, past stays, and preferences to suggest local experiences, restaurants, or even spa treatments before they arrive. Tools like BeRightBack.ai leverage AI to craft personalised itineraries and automate guest communication before, during, and after their stay.
• Smart Booking and Upselling: AI chatbots can answer guest inquiries around room availability, amenities, and even offer targeted upgrades based on their preferences. This can increase booking efficiency and create a more personalised sales approach.?ALICE is a popular AI-powered hotel chatbot that can handle everything from booking queries to guest requests.

Arrival and Check-In:

• Self-Service Kiosks with AI Assistance:?AI-powered check-in kiosks can streamline the arrival process, freeing up staff to focus on higher-value interactions. These kiosks can leverage facial recognition and integrate with guest profiles for an expedited experience.?YoloLiv?is a leading provider of self-service kiosks and digital signage solutions that can be integrated with AI features.
• Smart Room Allocation with AI Optimisation: AI can analyse guest data and booking patterns to allocate rooms that best suit their preferences. This can range from noise-sensitive guests requesting quieter rooms to honeymooners receiving a room with a balcony view.

During the Stay:

• AI-Powered Concierges: Virtual concierges powered by AI can answer guest questions 24/7, recommend local attractions, and even handle basic requests like booking restaurant reservations. This frees up human staff to offer more personalised recommendations and high-touch service. Mezi offers a concierge platform that uses AI and integrates with existing hotel systems.
• Smart Room Assistants: Imagine using voice commands to adjust the room temperature, control lighting, or even order room service.?Amazon Alexa for Hospitality is a prime example, integrating with hotel systems to provide guests with a voice-controlled experience.
• Personalised Housekeeping with Predictive Maintenance: AI can analyse guest patterns and sensor data to predict housekeeping needs. This allows for a more proactive approach to cleaning, minimising disruptions for guests. Innkeeper is a property management system with AI features that can predict housekeeping needs and optimise scheduling.

Departure and Post-Stay:

• Automated Feedback Collection: AI chatbots can collect guest feedback during or after their stay, providing valuable insights for hotel improvement. This can be used to understand guest satisfaction and identify areas for improvement. Medallia is a leading customer experience platform that uses AI to collect and analyse customer feedback.
• Personalised Post-Stay Recommendations: AI can leverage guest data to share personalised recommendations for future stays or even suggest other properties within the chain based on their preferences.

The Human Touch Remains Paramount:

Having spent the last 30 years advising some of the biggest brands and players in the hospitality industry around the globe, I can confidently say that human interaction will always be crucial.

AI should be seen as a tool to enhance the human experience, not replace it.

Here's how to strike the right balance:

• Focus on High-Value Interactions: With AI handling routine tasks, empower staff to focus on personalised guest interactions, offering genuine hospitality and anticipating unspoken needs.
• Invest in Staff Training: Equip your staff with the skills needed to work alongside AI. Train them to interpret guest data, personalise interactions, and leverage technology to enhance their service.

A Real-World Example of AI in Action

One of my clients, a major Australian hotel chain, recently employed AI to automate its night audits.

Previously, this nightly task, reconciling financial transactions and settling accounts, took a dedicated staff member four hours to complete.

Now, thanks to AI, it’s done in just 14 minutes!

This frees up valuable staff time for more guest-centric activities and allows for a deeper analysis of the financial data.

The outcome is not only far more accurate but also much easier to access and interrogate, providing valuable insights for better decision-making.

This is just one example, and the hotel chain is now looking at automating other back-of-house activities using AI.

The Road Ahead: Embracing the AI Revolution

The future of hospitality is undeniably intertwined with AI.

But AI is here to empower you, not replace you.

By embracing AI as a valuable tool, you can:

• Enhance the Guest Experience: From personalised recommendations to 24/7 virtual concierges, AI can elevate the guest experience to new heights.
• Boost Operational Efficiency:?Free up staff from repetitive tasks and streamline back-end processes, allowing for better resource allocation.
• Gain Valuable Insights: AI can analyse vast amounts of data to identify trends, predict guest needs, and optimize your operations.
• Make Data-Driven Decisions:?With AI-powered analytics, you can make informed decisions about everything from pricing strategies to staffing levels.

Empowering You on the AI Journey

As a hospitality foresight consultant with 30+ years experience guiding hotels around the world, I can help you navigate the future world of AI and develop a winning strategy for your hotel.

Whether you need:

• Consulting:?Strategic guidance on choosing AI solutions and blending these with your human and business needs.
• Keynotes, Panels and Workshops:?Interactive sessions to equip your management and staff with the knowledge and skills to work effectively with AI.

Don’t let AI pass you by.

Embrace the future and unlock the potential to transform your hotel business.

Contact me today Morris Misel to discuss how best we can collaborate.

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