The hospitality industry, once dependent on traditional methods of guest service and operational management, is experiencing a technological revolution. The continual advancements in Artificial Intelligence (AI) are not just reshaping, but fundamentally reinventing how hotels interact with guests, streamline operations and envisage the future of travel. As we navigate this AI-driven era, the sector stands on the brink of a new age marked by innovation, personalisation and efficiency.
At the core of AI's impact is its ability to personalise the guest experience, which has the potential to transform service models across a range of hotel categories. According to Deloitte’s latest European Hospitality Industry Conference survey, 52% of customers believe generative AI will be used for customer interactions, and 44% stated that generative AI will be employed for guest engagement. However, understanding future consumers' needs and anticipating the customer journey is crucial for the effective implementation of front-end technology. Improper deployment of AI can harm brand reputation and guest satisfaction.
“The hospitality sector globally is indeed at the cusp of AI-driven transformation. Through enhanced personalization, AI can help enrich guest experiences while preserving the human touch, thus redefining luxury hospitality.”
– Puneet Chhatwal, M.D and CEO, The Indian Hotels Company Limited (IHCL)
In luxury hotels, AI should be used to enhance, not replace, human interaction, therefore enriching guest experiences while retaining a personal touch. An example can be seen in hotels where receptionists have been transformed into ‘experience officers’, using AI to automate routine check-in tasks so they can focus on guest engagement and personalisation. On the other hand, budget hotels will use AI for functional efficiency, essential guest services and with less emphasis.
Beyond enhancing guest personalisation, AI will be a significant enabler of operational improvements across all segments, extending its role to back-office operations. AI already plays a crucial part in revenue management, with departments using algorithms to refine pricing strategies and forecast demand. Now, hoteliers are exploring AI's application in areas such as investment analysis, where AI can assist in evaluating potential property investments or renovations, indicating a move towards more strategic human resource utilisation.
Moreover, AI's integration into operational metrics like property reviews and Net Promoter Scores promises deeper insights into guest satisfaction and performance, signalling a shift towards a data-driven, customer-focused industry approach.
”While the use of AI is still in its infancy, it’s exciting to consider how it could fundamentally change hotels and the experience for guests. As with many industries, AI in hospitality is currently considered as a cost-saving tool, with technology standing in for people and performing basic tasks. But, the direction of travel suggests AI will transform guest personalization, enabling truly remarkable experiences. Intelligent technology - powered by data - will enable hoteliers to better predict their customer needs and should be seen as a tool to enhance human connection between hotel staff and their guests.”
– Richard Valtr, Founder, Mews
Despite the opportunities, adopting AI in the hospitality sector presents challenges and risks. A major concern is the cost of implementation, which is particularly challenging for smaller hotel chains. This expense is more than just the initial investment and includes allocating resources for training and ongoing maintenance of the technology. Furthermore, the risk to brand reputation is significant if hotels fail to align AI with their customers' unique needs across different segments and locations. Misaligned AI applications could adversely affect guest experiences and perceptions.
Aligning AI applications with established brand standards poses a fine balance too, demanding innovation while maintaining the core values of a brand. The rapid evolution of technology increases complexity, making it essential to continuously update and enhance AI systems to stay current with the latest advancements. This ongoing development, coupled with the need for clearly defined customer segmentation, highlights the importance of a thoughtful and strategic approach to AI integration.
The future of AI in hospitality promises a significant transformation in both front-of-house interactions and back-office operations. For hoteliers, understanding the changing needs and desires of future consumers is essential to effectively implement innovative technologies. As we embrace AI's transformative role in the hospitality industry, several themes emerge:
Navigating these themes is crucial for augmenting AI with the human element, steering the hospitality industry towards a future enhanced by exceptional guest experiences and operational excellence.
Leila Jiwnani leads Deloitte's Hospitality & Leisure Advisory practice in London. She has 20+ years of operations, advisory and M&A experience across the UK, EMEA and North America. Her key areas of expertise include commercial and operational support, namely, complex feasibility and market analyses, strategic growth, performance improvement, commercial and operational diligence, post-merger integration as well as operator search & selection processes. Leila has significant experience working with international hotel brands, hotel membership organisations, restaurant groups and F&B retail. Prior to Deloitte, Leila spent 6 years at PwC in the Deal Strategy & Operations team, focused on Hospitality. She has also held operational and financial roles at a number of luxury hotel brands, such as Four Seasons Hotels & Resorts, Marriott International and Belmond, in the UK and Europe.