In this exclusive summary prepared
for Luxury Hoteliers, we highlight
the most interesting topics and
findings, and share perspectives
gathered from the survey’s
participants.
Few developments spark the
imagination and entertain
potential applications like artificial
intelligence. The computer science
field dedicated to developing
computers that simulate human
intelligence has accelerated lately
with the advent of big data. AI’s
ability to identify patterns and glean
insights from data – now available
faster and in greater quantity and
variety – yields advantages to
almost any industry. For hoteliers,
that opens the door to mining
unimaginable volumes of consumer
feedback to expeditiously create and
deliver guest solutions. According
to Marketing Week, luxury-hotel
chain Dorchester Collection used
an AI platform to conduct a brand
study that contained 7,454 guest
reviews from 28 different hotels
and 10 major hotel brands across 18
cities and regions. On the guest-
facing side of the equation, Hilton,
at a property in McClean, Va., is
experimenting with an AI robot
concierge that “talks” with guests,
providing information about the
hotel and surrounding area. What’s
next? 72% of hotel operators
said providing targeted dining
recommendations using AI would be
mainstream by 2025. Meanwhile,
47% of consumers said AI-based
promotions based on past purchases
would improve their experience, and
26% reported they would visit more
often if hotels offered such a service.
Indeed, AI is a foundational
technology that’s leading to an array
of hotel innovations, including voice
activation. Without the need to use
56 ILHA
switches, dials and buttons, voice
activation affords simple, hands-free
capability, freeing users to perform
other tasks. Considering that a
typical hotel guest spends at least
12 to 15 minutes trying to figure
out how to operate or adjust the
thermostat, lights, TV controls and