
How Can AI be Productive in Guest Management?
In the hospitality industry, the development of automation and AI are increasing. Let's discuss its negative impact on the guest experience.
FREMONT, CA: In the last few years, Artificial Intelligence (AI) and Machine Learning (ML) have completely transformed the travel and hospitality market. Citizens may not see the evil side of AI, though, but it illustrates a rapidly evolving phenomenon that replaces human interaction with technology.
AI and ML have effectively become the marketing buzzwords that attract a lot of clients and investors. Hoteliers are adopting technology for guest engagement to reduce costs, eliminate human error, and improve operational efficiency. Implementing these techniques does come at a cost, however.
Hotels are using AI and automation technology in many areas, such as booking engines, contact with guests, and much more. Such innovations are of tremendous benefit to organizational processes such as staffing, internal communication, and saving resources. But when it comes to guest-facing, hotels need to make sure they don't overload the guests with too many buttons.
Although hotels use AI to serve their guests better, they are unaware of the fact that they insidiously and unconsciously disengage the guest. Too much tech can sometimes overkill. Guests might find filling in countless surveys frustrating, remember to test a robot, download an app, or more. On the other hand, they want someone, listening to them.
Guests take memorable experiences with them from various places, such as the architecture of the hotel room, the view from its window, the meal at the restaurant, etc. Human beings can provide all those interactions. Travelers are more likely to prefer having a chat with a member of the hotel staff rather than a chatbot. This kind of digital contact has no lasting positive impact on the visitor. A chatbot may not respond as effectively as a member of a front-line team would.
Social media has also played a crucial role today in creating a false sense of connection. Modern travelers are thriving at convenience, and they want speed. People have forgotten how to communicate face to face, and this has created a sweet spot for hotels to go beyond to impress guests. Hoteliers will lose some cost-saving when eliminating AI and automation; but, when authenticity returns, it will have an unmeasurable impact, and guest experience improves.
The bottom line is that if hospitality brands want a lasting positive impact on their visitors, they need to create incremental opportunities to engage with a guest in person.
See also: Top Artificial Intelligence Consulting/Service Companies
Featured Vendors
EDITOR'S PICK
Essential Technology Elements Necessary To Enable...
By Leni Kaufman, VP & CIO, Newport News Shipbuilding
Comparative Data Among Physician Peers
By George Evans, CIO, Singing River Health System
Monitoring Technologies Without Human Intervention
By John Kamin, EVP and CIO, Old National Bancorp
Unlocking the Value of Connected Cars
By Elliot Garbus, VP-IoT Solutions Group & GM-Automotive...
Digital Innovation Giving Rise to New Capabilities
By Gregory Morrison, SVP & CIO, Cox Enterprises
Staying Connected to Organizational Priorities is Vital...
By Alberto Ruocco, CIO, American Electric Power
Comprehensible Distribution of Training and Information...
By Sam Lamonica, CIO & VP Information Systems, Rosendin...
The Current Focus is On Comprehensive Solutions
By Sergey Cherkasov, CIO, PhosAgro
Big Data Analytics and Its Impact on the Supply Chain
By Pascal Becotte, MD-Global Supply Chain Practice for the...
Technology's Impact on Field Services
By Stephen Caulfield, Executive Director, Global Field...
Carmax, the Automobile Business with IT at the Core
By Shamim Mohammad, SVP & CIO, CarMax
The CIO's role in rethinking the scope of EPM for...
By Ronald Seymore, Managing Director, Enterprise Performance...
Driving Insurance Agent Productivity with Mobile and Big...
By Brad Bodell, SVP and CIO, CNO Financial Group, Inc.
Transformative Impact On The IT Landscape
By Jim Whitehurst, CEO, Red Hat
Get Ready for an IT Renaissance: Brought to You by Big...
By Clark Golestani, EVP and CIO, Merck
Four Initiatives Driving ECM Innovation
By Scott Craig, Vice President of Product Marketing, Lexmark...
Technology to Leverage and Enable
By Dave Kipe, SVP, Global Operations, Scholastic Inc.
By Meerah Rajavel, CIO, Forcepoint
AI is the New UI-AI + UX + DesignOps
By Amit Bahree, Executive, Global Technology and Innovation,...
Evolving Role of the CIO - Enabling Business Execution...
By Greg Tacchetti, CIO, State Auto Insurance
Read Also
