TECHNOLOGY
The AI Effect
CBRE STUDIED THE IMPACT OF ARTIFICIAL INTELLIGENCE ON THE HOTEL INDUSTRY . HERE ARE 8 TAKEAWAYS .
By DAVID EISEN
There are reasons hoteliers are or will embrace artificial intelligence : higher profits , an improved guest experience and enhanced research and booking capabilities , to name but a few . So says CBRE in a new study it ’ s authored titled “ AI ’ s Impact on Hotels .”
This isn ’ t new , but continues to be a driving force within the hotel industry with adaption to this new , exciting and at times mysterious and even frightening technology that seems to mutate at a breakneck pace and has captured the zeitgeist of these times .
In its study , CBRE notes what is calls a “ likelihood ” that AI and other technology improvements “ will materially shift the relationship between hotel brands , third-party management companies and hotel owners , as well as the relationship between the online travel agents ( OTAs ), metasearch platforms and the brands , owners and managers .”
78 hotelsmag . com September 2024