Article
4 min read
Why AI is hospitality’s secret ingredient
Alex Francis
Feb 13, 2025
What's on the menu?
It’s the technology that everyone is talking about right now, but what role does AI have to play in hospitality? In such a human-centred industry, is there a need for robots and automation? And what does it mean for jobs and opportunities?
Our VP of Design, Will Meadows, was on-hand to answer all these questions and more in our recent AI Masterclass, where he dispelled some myths, addressed some concerns and demonstrated why AI is such an exciting prospect for hospitality.
Read more about AI in hospitality in our Tech Trends 2025 report >
AI: the ultimate assistant, not replacement
Central to Will’s message is that AI isn’t here to take your job, or anybody else’s. It’s here to help you, supercharge the way you work, and maybe even transform your business.
And there are lots of branches of AI, which could play different roles in different parts of a business. One form of AI is machine learning, where computers learn from data without explicit programming, while deep learning mimics the human brain to perform complex tasks.
Then there’s generative AI, which can create things like text, images and audio based on pre-trained content. These all present huge opportunities for business owners to enhance guest experiences, streamline operations and increase business efficiency. The challenge is staying ahead of the curve and embracing the possibilities.
Next-level customer experience
Imagine a hotel where rooms are pre-set to a guest’s preferred temperature and lighting, dietary preferences are noted at check-in, and recommendations are personalised based on their past stays.
By analysing guest data, AI helps businesses to tailor guest experience like never before. The result? An unforgettable experience for the guest and increased customer loyalty for the business.
Employee satisfaction
Everyone has elements of their job they don’t like, and in hospitality that’s often the admin side of the job. For managers and staff alike, admin can be boring and time-consuming, taking time away from interacting with customers and delivering great service.
AI can help with that. It can automate staff schedules, help with emails, and cut down paperwork, so staff can get back to doing what they do best - creating memorable guest experiences. And when job satisfaction goes up, stress goes down and staff turnover is reduced.
Enhanced operations
A very exciting development that has the potential to transform a business and take it to the next level, we’ll soon be seeing AI-powered tools integrating with booking systems, inventory management and purchasing platforms to improve efficiency.
Imagine a virtual assistant that can predict inventory needs, automate event bookings, and even suggest cost-saving strategies. These tools are set to become the norm in hospitality businesses, making operations smoother and more profitable.
AI assistants
We’re already beginning to see the rise of AI ‘agents’ in lots of industries. These virtual assistants that can help with everyday tasks like scheduling meetings, booking trains or managing events. And hospitality will be no different.
These agents are able to do lots of different things at once, helping hospitality managers and business owners with everything from little day-to-day tasks to more complex operations.
How to start using AI in your business
As part of his AI Masterclass, Will outlined a few ways you can start introducing AI into your business:
Try out some Large Language Models (LLMs)
Play around with AI tools like Claude or ChatGPT to see how they can assist in brainstorming, planning events, or creating marketing campaigns.
Think about your customer’s journey
Identify areas where AI can automate tasks, so you can free up your teams to focus on giving your customers a personalised service
Educate your team
Share AI-related articles, attend workshops, and have open discussions about how AI can be used effectively in your business.
AI and hospitality: a recipe for success?
Whatever your view, there’s no denying that AI is here to stay. And it’s moving fast, so businesses that adopt early will start to see the benefits in no time. By using AI to enhance guest experiences, improve staff productivity, and optimise operations, the hospitality industry can unlock unprecedented levels of success.
Now is the time to embrace AI. Not as a replacement for human connection, but as the ultimate tool for making hospitality businesses more efficient, creative, and guest-focused. The question isn’t whether AI will be part of the industry’s future - it’s whether your business can seize the opportunity and get ahead of the curve.
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