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Artificial intelligence in hotels: a potential revolution

By Friday, 08 March 2024 12:53

A revolution, potentially capable of profoundly affecting the lives of each and every one of us. Artificial Intelligence is the central theme of today's digital debate. An evolution that everyone agrees will soon change the world. In what ways it is still difficult to fully understand, but few today doubt the disruptive power of so-called AI.

"Right now we are only experiencing phase two of the revolution. The one that exploits the so-called Large Language Model (LLM) that can enable applications such as ChatGpt to interpret different languages and expressions,” explains the president of Federalberghi Lombardia, Fabio Primerano. “And we still have the Theory of Mind step ahead of us, whereby artificial intelligence will be able to understand emotions. And then we will perhaps achieve the self-awareness of digital tools. A somewhat disturbing prospect, which is nevertheless much less remote than one might think.”

In the face of so many and such changes, it’s clear that even the small world of hospitality cannot escape coming to terms with the new perspectives of Artificial Intelligence. The first context in which AI can revolutionize traditional hospitality is that of customer interactions.

"Up to now we were used to encountering bots with a reduced ability to relate to users. Now there are extremely flexible tools that can learn from discussions with customers and hotels. New software can process an almost infinite amount of data from the most disparate sources like pdfs, power points, videos, images in a matter of minutes. And then they provide the user with accurate information, using a tone of voice and style that is difficult to distinguish from that of a normal human interaction.” 

Another key aspect on which AI can already be of support to hoteliers, is when it comes to reviews. But AI can also help in the training field, and there is also no shortage of possible applications in the housekeeping sector: “Today, from a simple photo or mobile phone video AI is able to make a complete and very fast check of a hotel room, thus ensuring full compliance with standards.”  And then there is perhaps the most intuitive chapter, which is revenue management. And once again it is AI’s ability to analyze large volumes of data that makes the difference.

Massimiliano SartiMassimiliano Sarti
Journalist

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