CLOSE-UP ON ARTIFICIAL INTELLIGENCE – PART II

In this edition of his regular report, David Esseryk takes another close look at how Artificial Intelligence is impacting the industry, and what we can expect to see in the future.

AUTOMATION AND MACHINE LEARNING FOR EMERGING HOTELS

Much of the hopeful promises made for Artificial Intelligence in the hospitality Artificial Intelligence in the hospitality industry are intended for established brands. Small, less celebrated hotels receive less attention even though they form a big enough segment to reap the best out of AI offerings. Since large hotels can hire more competent staff to work on a myriad of tasks, smaller brands with a limited budget and members can’t reach the goals of revenue growth and business intelligence management, eventually settling for weak solutions and average profit margins.

GUESTS WILL ENJOY HYPER- PERSONALISATION IN THE FORM OF REAL-TIME NOTIFICATIONS THROUGH CHATBOTS FROM DINNER SPECIALS, CASINO FACILITIES TO EVEN BABYSITTING SERVICES FOR THE FAMILY

THE DOMINANT UBIQUITY OF DIGITAL VIRTUAL ASSISTANTS

The rise of digital concierge and virtual assistants can be attributed to evolving travellers, vacationers and business guests who desire exemplary customer experience. Hence, to enable digital experiences with hotels, companies rely on Natural Language Processing of famous AI leaders such as Apple’s Siri, Amazon’s Alexa and Microsoft’s Cortana. To augment the experience furthermore, we will see AR purge the linguistic barriers by enabling English speaking employees to converse effortlessly with hotel guests from any part of the world using AR headsets for real- time translation.

AR is also becoming as integral as AI. UK’s largest hotel chain Premier Inn has outfitted each guest room of their Hub Hotel with an interactive wall map that contains local spots of the surrounding neighbourhood. To view interesting local sites, the facility allows travellers to point their smartphones at the map.

When it comes to serving customers with AI-powered virtual assistants, Edwardian Hotels London leads the chart. The hotel in May 2015 introduced the first ever AI-based chatbots with which guests can interact via text using a smartphone to order room service and request various recommendations for spa, restaurant, hotel specials and other local attractions.

PERSONALISATION ON A LARGER SCALE

Incorporating Artificial Intelligence in hotels is stipulated to transform room services completely by 2025 through the process of creating personalised experiences that will incorporate individual preferences. Hotels will integrate chatbots and AI as a useful tool to acquire and retain various demographics. McKinsey claims in their research that companies are effectively personalizing their services can increase revenue by 10% to 15% and diminish service cost by 15% to 20%.

Over time, with broad adoption of Artificial Intelligence in hotels, we will see guests will enjoy hyper-personalisation in the form of real-time notifications through chatbots from dinner specials, casino facilities to even babysitting services for the family.