This article was written as part of HFTP Digital Horizons 360 Symposium in Palma de Mallorca and also appeared in the inaugural issue of HFTPs magazine TechFin Hospitality.
In the fast-paced world of hospitality, guest service is undergoing a transformative shift, due to the further digitalization and the growing importance and integration of Artificial Intelligence (AI) technologies.

Of course, some of these changes are happening at a very slow pace or have so far not been visible for the customers, but one thing is for sure, that the implementation of AI in guest services is developing rapidly. Where certainly big hotel chains are working on their own systems and tools to enhance guest services with AI, for smaller and independent hotels it is still a bit further away in the future.

As the discussions and ideas of the participants at the HFTP Digital Horizons 360 Symposium have shown: AI is revolutionizing the way hotels interact with guests, offering more personalized experiences and streamlining operations like never before.

So far one of the most prominent applications of AI in guest services is through the deployment of AI-powered chatbots and virtual assistants. These digital concierges are available round the clock to assist guests with a myriad of inquiries, from room reservations to dining recommendations.
By leveraging natural language processing and machine learning algorithms, these chatbots can understand and respond to guest queries in real-time, enhancing the overall guest experience. Whether it's providing information about hotel amenities or offering local travel tips, AI-powered chatbots deliver timely and accurate assistance, catering to the needs of modern travelers who expect instant gratification.

Smart hotels on the rise

A technology that has been around for some time and will for sure be more frequently used in the coming years is smart room technology. Such smart room technologies in the hotel industry include innovative features designed to enhance guest convenience, comfort, and overall personalize the hotel experience by catering to their unique needs and preferences.

A Hotel that has put this to great use is for example the YOTEL Singapore Orchard Hotel, where self-check-in/check-out kiosks resemble those found in airports, offering guests a seamless arrival and departure experience. The hotel's cabins boast futuristic design and intelligent features, including the adjustable SmartBed™ and Technowall with customizable mood lighting and smart TVs for easy connectivity to personal devices. Guests will also encounter service robots fulfilling room-service tasks, delivering amenities directly to their cabin doorsteps. At their New York Location in Timesquare they have their “Yobot”, the world’s first porter robot, that will pick up luggage and store it.

Also the boutique Hotel chain CitizenM uses smart technologies to personalize the guests experience during their stay. All the main services, such as waiting for check-in, wake-up call, lighting adjustments, Smart-TV handling, are easily and quickly done through tablet devices.

With the implementation of AI-driven voice assistants smart hotel room technologies are taking a step further and will tailor an experience to your needs by processing audio bits. Smart speakers like Google Home and Alexa have been around for quite some time and are becoming increasingly more common in hotel rooms, letting guests control various room functions through voice commands. For example, guests can use their voice to control the lights in their hotel room, switch television channels, regulate the temperature or even use it to request hotel services. The Wynn resort in Las Vegas is a perfect example: In their more than 2000 rooms they use Amazons Voice assistant Alexa to enhance the guest experience.

Making guest services more efficient and personal

Companies like PolyAI and Fourteen IP are pioneering voice-based AI solutions tailored specifically for the hospitality industry, enabling hotels to deliver seamless and intuitive guest experiences. By harnessing the power of generative AI, these voice assistants help to simplify processes involving guest services.

Guests will always have an insatiable desire for service that is more responsive and more personalized, that’s not going to change ten years or more from now. This becomes an increasingly difficult expectation to meet in a world of rising labour costs, particularly when it comes to the guest experience over the phone. Michael Chen, VP of Strategic Alliances at PolyAI

This can also be beneficial for operational efficiency within hotels. Voice assistants and generative AI will fundamentally change the economics and guest experience possible over the phone and will help hoteliers unlocked vast amounts of conversational data that will lead to efficiency and experience improvements, says Michael Chen.

Like it or not, AI is revolutionizing guest services in the hospitality industry, offering unprecedented levels of personalization, efficiency, and innovation. By harnessing the power of AI-driven technologies, hotel employees can create more memorable experiences by focusing more on the interpersonal customer relationship and thus set new standards for excellence in hospitality.

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About EHL Group

EHL Group is the global reference in education, innovation and consulting for the hospitality and service sector.
With expertise dating back to 1893, EHL Group now offers a wide range of leading educational programs from apprenticeships to master's degrees, as well as professional and executive education, on three campuses in Switzerland and Singapore. EHL Group also offers consulting and certification services to companies and learning centers around the world. True to its values and committed to building a sustainable world, EHL Group's purpose is to provide education, services and working environments that are people-centered and open to the world. www.ehlgroup.com

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