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personalization . Panelists underscored that effective personalization hinges on integrating AI responsibly within privacy regulations , ensuring trust alongside innovation .
REAL-WORLD APPLICATIONS AND LIMITATIONS Despite AI ’ s possibilities , hospitality ’ s unique demands require a measured approach to AI adoption . “ Hospitality remains a fulfillment business where human connection is key ,” said Jess Petitt , SVP of commercial strategy , insights and analytics at Hilton . AI can enhance this experience but must be deployed with an understanding of each property ’ s brand and guest needs . Panelists also noted that
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while smaller , agile properties may benefit from faster AI adoption , larger hotel groups will likely experience a slower implementation process due to structural complexities and shareholder expectations .
STRATEGIC INVESTMENT FOR LONG-TERM IMPACT Nitin Sood , VP of digital innovation & HVMB product at Marriott International , captured the dilemma facing strategic investment in AI : “ How do you disrupt a multibillion-dollar engine when the risk profile of generative AI is so high no executive will sign off ?” he asked . “ By empowering smaller teams to take the reins , we can test and iterate more rapidly without compromising the stability of the larger business .”
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The Destination AI Summit also focused on this strategic and incremental investment in AI , with panelists forecasting that small innovations would yield the most reliable ROI . Rather than implementing AI for AI ’ s sake , leaders emphasized its use in core functions , such as revenue management , procurement and employee operations , as the best approach to drive consistent , measurable improvements . “ The real value comes from integrating AI where it can truly enhance existing business functions ,” said Chris Hemmeter , cofounder and managing director of Thayer Ventures , who counsels hoteliers to be selective in their AI deployments to achieve sustainable impact . |
A GRADUAL SHIFT ; NOT A QUICK FIX AI ’ s transformative impact on hospitality will require time , careful planning and attention to operational realities . Leaders encouraged investing in scalable , foundational technologies and adapting to AI ’ s evolving capabilities gradually , as the technology matures . As Oliver Wyman ’ s Hornick put it , “ The hospitality industry needs to focus on AI ’ s gradual shift rather than quick , sweeping changes .”
He isn ’ t alone . Panelists agreed that the road ahead will depend on hospitality brands ’ ability to blend AI advancements with the industry ’ s unique demands , ultimately turning data-driven insights into valuable , memorable guest experiences .
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66 hotelsmag . com Jan / Feb 2025 |