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intelligence tools . A pivot to AI and more modernized technology not only saves money by reducing hundreds of man-hours by eliminating most manual data and reporting tasks , it results in a massive competitive advantage given that it both analyzes more data and provides more insights than any other tool in the industry .
Knowledge is power and also unlocks greater efficiencies . While data has been historically difficult to collect and manage in the hospitality industry , these new platforms allow stakeholders to automatically collect and collate insights in a highly digestible format . While datadriven decision-making and dashboards are not necessarily new , AI-powered platforms expand on these concepts by providing end users , which includes hotel owners , corporate operators and field teams , with a highly interactive environment in which they can visualize and interact with their data in whatever format is most effective for them .
PRESENT AND FUTURE APPLICATIONS In terms of other pragmatic applications , AI-powered platforms are adept at utilizing predictive analytics to anticipate guest preferences and needs , allowing for more proactive service delivery . For instance , they can analyze guest needs across various property types , such as airport hotels , resorts and suburban
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locations , to generate reports predicting preferences based on the type of traveler and their specific circumstances , such as whether they are traveling alone or with others . Although this approach is still developing , the accumulation of data enhances the accuracy of these predictions .
AI tools can scrutinize sales data to identify trends and make actionable recommendations based on current and projected insights . AI tools used across Remington Hospitality ’ s properties have discovered that certain locations offering premium water options experienced higher sales , prompting a reevaluation of product offerings . These applications provide not only analysis on demand but also track ongoing data and suggest popular items for properties lacking them , ensuring that the service continually adapts and improves based on real-time insights .
Of course , the flashiest uses of AI — including generative applications , such as Large Language Models ( LLM ) and Natural Language Processing ( NLP ), as well as robotics — will absolutely play a role in the future of the industry . For example , digital-marketing initiatives that utilize guest data will be able to deliver personalized itineraries and real-time updates with pinpoint accuracy . And , in time , robotics will have a significant impact on
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housekeeping operations , as will LLMs acting as virtual front-desk agents .
BARRIERS TO ENTRY Despite these applications , and the several areas where AI is already bringing tangible benefits to hospitality , others remain a work in progress . Testing has shown that while AI performs well when monitored , its current iteration struggles without human oversight . A solid understanding of data and the ability to meaningfully interpret results is key in the strategic use of generative platforms . Additionally , for client-facing technology , there is a stark gap in the ability of these programs to accurately detect tone or nuance in a given request or piece of feedback , underscoring the continued need for human intervention in most use cases . For those of us in hospitality , we have to remind ourselves that a core tenet of what we do is providing guests with memorable experiences . Does replacing human interaction with AI help or harm our commitment to our guests ?
The recent release of OpenAI ’ s GPT-4o model , which provides markedly faster speeds and improved capabilities “ across text , vision , and audio ,” illustrates how these technologies surpass Moore ’ s law , which predicts the exponential increase in computing power and reduction in barriers to entry . This rapid advancement raises
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an important question : How do we contend with the speed at which these advancements are coming to market ?
With both the benefits and notable limitations of AI in mind , we ’ ll continue to see the hospitality industry jump on board the tech , data and AI train . Guests moving forward can expect to see a wide variety of innovations aimed at enhancing their overall experience to create more seamless stays , with companies having a greater degree of visibility over operations that allows them to make better decisions faster .
Ultimately , the successful use of AI lies in harnessing its ability to empower staff and elevate the overall quality of service provided to guests . While innovations can increase productivity and offer cost savings , overreliance on AI risks eliminating the human touch that is core to the hospitality industry . Therefore , at this time , the hospitality industry should view AI as a tool to enable staff to better care for and understand the needs of guests , ensuring that the essence of hospitality remains intact .
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September 2024 hotelsmag . com 47 |