The integration of digital systems into the hospitality industry and hotel management brings significant benefits in terms of operational optimization and revenue. In this article, we’ll take a detailed look at the impact of artificial intelligence on hotels. This experience—and major challenge—has already begun to transform hotel occupancy into a new way for managers and guests to interact, based on digital engagement.
A hotel’s digital presence, particularly as it relates to direct customer service, is one of the most fundamental and highly valued aspects of its operations. Guest service in this context is the foundation upon which all hotel management and marketing strategy are built: from a well-functioning and seamless reservation and communication system to reliable internet service throughout the property and in guest rooms, as well as on payment platforms.
The hotel industry continues to grow. But this requires hotel investments that are increasingly focused on adopting and adapting to the latest technological innovations. This will make it possible to achieve the most satisfactory results. This technological innovation must be combined with the increasingly demanding expectations of guests who prioritize the experience and new trends over the offerings that the same hotel provided not long ago.
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Artificial Intelligence: Its Origins
We already speak of artificial intelligence (AI) with a certain degree of familiarity , but perhaps we should take a moment to consider its origins. The acronym AI was first used in 1956, when computer scientist John McCarthy defined it as the science and art of making intelligent machines.
Thanks to technological advances, it is now possible to program these machines so that they can learn on their own how to respond and operate correctly and autonomously. And how does this apply to hotel management?
Applying Artificial Intelligence to Hotels
The reason lies precisely in meeting growing customer demand, which, as always, is the cornerstone of hotel management. The statistics don’t lie: they show that more than 100 million people worldwide use AI-powered virtual assistants every day.
These types of devices are emerging as key assets for reinventing hotel management and the guest experience—from the front desk and direct communication with guests to room service. One example is the use of chatbots or digital chat platforms via mobile devices.
In the case of robots—designed for versatile uses in hotels, such as luggage service or check-in—the Colliers International report indicates that global sales of these devices, which are intended to interact with guests, will reach more than 60,000 units this year.
These are the technologies that will have the greatest impact on the future of hotels around the world:
Internet of Things
The guest’s journey at a hotel is no longer just a stay—it has become an experience. Statistics show that guests are willing to pay more for a unique service. This service would allow them, for example, to control everyday devices via the internet and access services such as digitally managing energy consumption, selecting and paying for a room from their cell phone, and accessing facilities like swimming pools and gyms.
Virtual Reality
More recently, virtual reality (VR) is already being used in some hotels around the world. This trend is closely linked to experiential tourism, where guests find immersion and the opportunity to interact with objects in their surroundings at their hotel.
It is being used in the hospitality industry to blend the physical and digital worlds, enhancing travel experiences while also entertaining guests with 3D games and simulations.
Facial recognition
Already common in airports, this system is now being implemented in hotels. Highly beneficial for management, it helps to speed up the check- in and check-out process, eliminating inconvenient queues.
Human Resources: Training
The growing integration of ICT and the possibilities offered by digital presence and artificial intelligence in hotels is a key trend in the progress and evolution of the hospitality industry. However, overall guest satisfaction—the primary objective of any hotel business—depends on the attitude of the staff and the in-person service provided at the property.
- For their attitude and flexibility in dealing with customer demands or requests and their responsiveness to customer needs.
- For their personalized service, which creates a particularly pleasant experience for the guest.
It would be inaccurate to assume at this time that the introduction and consolidation of technology and automation in the hotel industry will have an impact on staffing levels. Forecasts indicate that the roles of existing employees will indeed change, and that in many cases, they will require additional training to redefine their tasks.
The challenge of this technological consolidation and the proper adaptation of the hotel industry—and all its components—to the sector’s evolution lies ahead between now and 2030. Bringing all these services up to date is a task that requires meticulous attention to detail.
At Internacional Hotel Consulting Services (IHCS), as a consulting firm with extensive experience, we can provide you with the information you need regarding artificial intelligence in hotels , tailored to your specific needs and capabilities, as well as guidance on investment and management strategies to achieve the best results in the tourism sector.
