provide information about products and services , automatically identify upsell opportunities and more , all while communicating with guests so naturally that many are initially mistaken for live agents .”
These are not your grandparents ’ voice assistants . They are vastly different from traditional interactive voice response , which relies on speaker prompts and exact keywords to push conversations forward . It can make for a very frustrating experience . “ Sophisticated AI-powered voice assistants can detect nuances in how people use language ,” Zhang said . These include word choices , pauses and accents . It ’ s why , like in the above example , customers think they are speaking to a live agent .
The idea around AI is to not replace humans , but to free them up so that AI can take over the more mundane and routine daily tasks of running a hotel . In fact , as Zhang argued , AI-powered technology can not only benefit customers but also — which sounds almost counterintuitive — save jobs . “ Voice assistants help prevent live agent churn and the associated costs because when AI can answer frequently asked questions , call volume declines and , with it , agent frustration ,” he said . “ Fewer redundant calls mean shorter wait times and the ability for agents to focus on more complicated tasks that AI can ’ t resolve .”
It follows that shorter wait times will make guests happier , who , in turn , will be less likely to disrespect agents , which is a frequent occurrence .
AI can also ease interactions between hotel guests and employees by removing friction and attending to more mundane matters that are about speed and accuracy . “ We ’ ve found that truly personalized service delivered by meaningful interactions with staff still reigns when it comes to the guest experience ,” said Heidi Nowak , CMO of Timbers Company , a hotel development and operations company focused on private residence clubs and resorts .
At the same time , she sees and
THERE ARE OPPORTUNITIES FOR AI TO NOT ONLY AUTOMATE CERTAIN TASKS , BUT ALLOW STAFF TO FOCUS ON THE GUEST-FACING SERVICE AND EXPERIENCE DELIVERY THAT TRULY MAKES A DIFFERENCE IN ONE ’ S STAY
– HEIDI NOWAK , CMO , TIMBERS COMPANY
understands how AI can enhance or ameliorate the guest experience by completing requests for items like fresh linens or other housekeeping needs . “ There are opportunities for AI to not only automate certain tasks , but allow staff to focus on the guest-facing service and experience delivery that truly makes a difference in one ’ s stay .” As an example , she cited that guests prefer to place smaller requests through text , which can be sent from anywhere during the course of a stay versus needing to pick up the phone and dialing the front desk . “ AI , in this case , acts as a digital assistant and because it ’ s all in writing , the possibility of human error is diminished greatly ,” Nowak said .
THE FUTURE IS NOW AI is not a panacea , but it is fast becoming interconnected to most hotel-related tools and applications . “ Eventually , we will see it integrated into most of our existing technologies as the software companies we work with determine how AI can be most impactful ,” Hyatt ’ s Boyle said .
PwC predicts that generative AI will change business models and how work gets done and , in the process , reinvent entire industries . AI , it predicts , could contribute up to $ 15.7 trillion to the global economy in 2030 .
A lot is still not known about AI , and as it evolves , the expectation is that there will be government oversight to make sure AI has guardrails . In October , President Biden issued an Executive Order on “ Safe , Secure and Trustworthy Artificial Intelligence .” The order , among other things , establishes new standards for AI safety and security , protects privacy and promotes innovation and competition .
The White House stated that the order is the most sweeping actions ever taken to protect Americans from the potential risks of AI .
The idea that AI could become sentient is not new , but it is real . ( The 2001 Steven Spielberg-directed “ A . I . Artificial Intelligence ” is about a childlike android uniquely programmed with the ability to love .) Leave the fantastical notion of robots taking over the world to Hollywood , but embrace its applications for improving the overall guest experience and streamlining certain processes .
“ The long-term applications of AI in the hospitality industry are evolving rapidly ,” Boyle said . “ It will be vital to work closely with industry leaders in the technology space to stay up to date on the latest AI solutions and continuously evaluate how they can be leveraged to the benefit of guests and owners .”
Jan / Feb 2024 hotelsmag . com 27