Yet the AI landscape can understandably be a little overwhelming to fully follow and comprehend, especially with the broad range of hotel operations and services that the technology can provide a more effective solution for. However, by taking a closer look at where the technology currently stands and how it is being deployed across the industry, we can gain a clearer idea of what it means for hospitality’s future and how properties can tap into AI’s full potential going forward.
Changing the Game With Natural language recognition and AI Agents
While many industry professionals have known about or have had direct experience with an offshoot of AI known as machine learning (business intelligence/performance monitoring tools. Etc.), what has really turned heads is the ability to now have human-like two-way conversations with AI programs. From ChatGPT to Microsoft’s Bing, natural conversational AI has rightly fueled excitement and interest in a technology that is increasingly blurring the lines between reality and Sci-Fi.
For hotels and resorts specifically, industry-tailored AI agents are rapidly becoming a common fixture that can function as the ideal customer service or concierge representative. Unlike their human counterparts, AI-enabled chatbots and virtual assistants can instantly tap into and analyze vast sums of data- from individual guest purchasing behaviors and preferences to available hotel services and experiences that align with such interests. Always available 24/7 via either personal computer or mobile device, these programs can instantly create the personalized service and recommendations that modern travelers are frequently seeking out.
With no need for human intervention and able to respond to guest queries not only with better results, but at a fraction of the time and cost it would take traditional employees, natural language AI is quickly becoming the go-to strategy for staffing customer service contact centers and handling front desk or concierge related requests. With 33 percent of consumers already expressing a desire to use chatbots at either hotels or restaurants, the technology’s influence is undoubtably set to become permanent and will only increase as more become familiar with its advantages.
Maintaining the Right Balance Between AI and Human Interaction
While some travelers may be fully onboard with shunning all forms of interaction in favor of self-service alternatives, many guests will still favor at least some human conversation and service during their hotel stay for the foreseeable future. As with previous game-changing technologies such as computing and the internet, the rise of AI should be viewed through the lens of reshuffling a property’s staff to better focus on areas where more personal interactions and the relationships they form cannot be easily replaced.
Examples can include hotel lobby reception, restaurant waiters, tour guides or fitness instructors. But even these roles stand to benefit and significantly improve guest experiences when human employees can rely on being supported by robust AI-enabled tools. A front desk employee welcoming an arriving guest for instance, could leverage an AI tool to instantly provide relevant suggestions based on where their conversation goes in real-time; no need to struggle with pulling up the right information or wait to receive an adequate response from another member of staff.
When linked to a guest’s portfolio and previous stay history, restaurant waiters can always recommend the ideal dish while avoiding dislikes or allegories. In mere seconds, a fitness instructor or concierge can devise the perfect routine or itinerary that checks off all the needs and goals of a specific guest. This not only enhances individual guest experiences but allows employees to provide that same personalized service to a greater number of guests who are increasingly disfavoring a one-size-fits-all approach.
Keeping an Eye Out for What’s Around the Corner
AI-enabled chatbots and interaction support tools may be gaining much of the spotlight within hospitality and other industries, but they really are just the tip of the iceberg in terms of how the technology is being applied to hotel and resort operations. Sticking to how AI can serve as a benefit to human employees, the market is additionally beginning to create and leverage powerful training tools as a much more effective means of identifying a staff member’s individual strengths and weaknesses, with custom-tailored guidance made instantly available on what they can do to further improve.
Taking AI’s potential to personalize guest experiences and services further, imagine a near future where a software program can instantly select the most ideally suited guestroom, make dinner arrangements, book meetings or spa appointments- all as soon as a guest makes their booking and without having to tirelessly look through websites or wait on the line for the next available representative. Going further still, the time will soon enough arrive where guest who forgets their toothbrush can automatically find the same type or brand seamlessly delivered to their guestroom bathroom from a local store. A guest staying for work purposes may be able to rely on an AI solution to finalize a board meeting presentation while taking matters into its own hands to ensure that a room service meal is ordered and delivered on time, perhaps even by robot or drone. With self-driving car technology continuing to improve with each year, a guest leaving their room will eventually be able to find their vehicle parked and waiting for them at the front entrance- no waiting on human staff to find the right car needed.
Coming to Terms With AI’s Longer-term Impact on Hospitality-based Businesses
Although some of the previous examples used may seem like they belong to the more distant future, remember that much of the technology needed to create such services already exists. What’s only missing are the APIs and security protections required to ensure seamless, safe and always instantly personalized experiences.
Like it or not, AI technology is here to stay and will increasingly be used to enhance every aspect of our daily lives. Technologies and services unwilling or unable to leverage AI will likely become obsolete and forgotten, or remain a niche offering at best. Think this sounds far-fetched? Just think back to the early 2000’s when the idea of making hotel reservations via mobile phone app was not even being discussed, let alone the possibility of using the same device to unlock guestroom doors or control in-room televisions. If one thing can be said about technology’s progress, it’s the ability for industries to find new and imaginative use-cases that ultimately lead to higher quality experiences and increased opportunities for competitive business growth.
