The potential of generative AI in hotels

The hospitality and tourism industry is constantly evolving, with new technologies and trends emerging all the time. One technology that I believe is set to have a major impact on the industry in the coming years is generative AI.

Generative AI refers to algorithms – the best known being ChatGPT – that can be used to create new content including audio, code, images, text, simulations and videos. This powerful technology has the potential to transform the hotel guest experience, improve the efficiency of hotel operations, and enhance the staff working experience.

Generative AI can be used to improve the hospitality guest experience in a variety of ways, from providing personalised recommendations to enhancing safety and security. For example, AI-powered chatbots and virtual assistants can provide guests with tailored recommendations for local attractions and activities, while also improving communication between staff and guests by allowing additional channels to open up.

When combined with robotics, generative AI can also be used to improve the efficiency of hotel operations. Automated systems can take care of routine tasks such as room cleaning and maintenance, freeing up staff to focus on more important tasks such as delivering the best possible service to guests. Furthermore, AI-powered systems can optimise the use of resources such as energy and water, reducing costs and improving sustainability.

Beyond these benefits, generative AI can also enhance the working experience of staff in the hospitality and tourism industry. By providing customised training experiences based on individual staff members’ strengths and weaknesses, staff can learn at their own pace and in a way that suits their learning style. This can lead to better trained staff, who possess a more diverse range of skills and knowledge, ultimately leading to improved customer experience and revenue growth for the business.

Les Roches, a hospitality management school, is at the forefront of research and development in this field, exploring the potential of generative AI to transform the industry. We want to see this happen in a responsible and ethical way, recognising that advancement in technology could produce exciting and better solutions to enhance the working conditions of staff and improve the guest experience.

Spark, the innovation sphere by Les Roches, brings together students, faculty and industry partners to collaborate on research projects that explore the potential of emerging technologies, including new generative AI software. Through these projects, Spark is exploring how generative AI can be used to improve customer experiences, enhance operational efficiency, and support staff training and development.