For decades, the hospitality industry has operated unchanged, but travellers of today and tomorrow are driving major changes, because they want something more and something different, such as personalisation, instant service, and customised experiences. From the moment travellers begin exploring their destination to the final moments of their trip, they want a seamless and bespoke experience with recommendations that feel as though they come from a well-travelled friend who truly understands their unique lifestyle preferences.
At the forefront of the inevitable transformation of the industry is Artificial Intelligence (AI) – an innovation which holds extensive potential for intelligent applications of hotel and travel technology. It is beyond question that AI has the ability to modernise an industry that has long been resistant to change.
Right now, let’s bust the myth that AI-powered tech is only attainable for large hotel chains. Boutique hotels can absolutely leverage the sophisticated benefits of AI without the need for massive investments or large in-house teams. All types of hotels benefit from enhanced guest experiences, improved operational efficiency and data-driven decision-making for better overall performance.
Traditional concierge services, for example, are limited by office hours and staff availability, making scalability and efficiency a pain point. An AI concierge platform works 24/7, in multiple languages, handling unlimited guest interactions simultaneously. It’s the equivalent of a whole team of hyper-efficient, omnipresent concierges.
While hotel staff can provide recommendations based on their professional knowledge and experience, these may not always match each guest's expectations. In contrast, an AI-powered platform leverages advanced data analytics to understand individual guest behaviours and preferences, delivering hyper-personalised suggestions for dining, activities, and local experiences. Understanding these nuances allows the platform to map guests to similar personas, and even factoring in contextual elements like time of day and travel purpose – this is what makes each guest feel truly valued.
Beyond personalisation, intelligent automation can solve the bottleneck problem of guest requests. Routine tasks like booking transportation, ordering room service and providing directions can be handled digitally, freeing staff to focus on higher-value interactions. This doesn’t just improve efficiency; it redefines the guest experience.
The true strength of AI lies in its ability to learn and adapt over time. Beyond simply processing requests, AI continually tracks guest behaviours, preferences and traffic patterns to anticipate needs before they arise. This predictive capability enables AI-based systems to proactively suggest solutions – for instance, a guest who enjoyed a particular room service meal may receive a similar recommendation, while someone who previously asked for extra pillows might find them ready upon arrival.
I am personally excited about the future of human-like communication. The ability of AI to understand and engage in human-like conversations is rapidly advancing, thanks to improvements in natural language processing (NLP). This technology will enable more intuitive communication between guests and hotel systems, whether through chatbots or messaging platforms. Soon, guests will be able to make reservations, request services or get local recommendations simply by speaking or typing in natural language. This breakthrough will ensure an even more frictionless, instant and personalised experience, enabling guests to interact with the hotel in a way that feels more like communicating with a human.
* Samir Abi Frem is the CEO of Lokalee