The hospitality industry is particularly well-suited to benefit from AI, as it can be used to automate tasks, improve efficiency and provide personalised experiences to guests, according to Jose Soares, Director of IT at The Capital Hotels, Apartments and Resorts.

However, with its benefits it may bring some challenges too as it could lead to the loss of jobs in organisational and maintenance positions, including front-desk staff and housekeeping.

"By enabling the rapid processing or understanding of user data, AI helps us provide a more personal touch without inundating staff with work. It will help hotels reduce the amount of rudimentary work our staff have to do, thus freeing them up for other work," says Soares.

Streamlining operations

AI can make back-end operations such as inventory management, supply chain logistics, and reservation systems more efficient. By using machine-learning algorithms, AI can analyse large volumes of data, leading to improved efficiency, cost reduction, and enhanced guest experiences.

Soares says: "One of the big tasks we are involved in is building out a platform that enables various parts of our business to seamlessly ‘talk’ to one another in real-time. AI can then interpret that information and we can use the data to glean insights that influence our business strategy.”

By using AI-powered systems to automate repetitive tasks, companies can rather focus human resources on more creative and complex tasks.

Personalising guest experiences

AI is able to analyse guests’ preferences and behaviours, explains Soares, adding that AI-chat bots and virtual assistants can aid hotels and restaurants with providing personalised recommendations, concierge services, and real-time assistance.

By using AI, the business can improve customer satisfaction, enhance customer loyalty and create unique curated experiences for guests.

"In this industry, customer satisfaction is everything and with this technology, we can quickly respond to client queries, both in and out of business hours. AI-powered booking engines also utilise AI to predict the products or rooms it sells or promotes to specific users, based on patterns it defines from consumption and market data," says Soares.

Upskilling the workforce

AI will take over mundane tasks, giving employers the opportunity to reskill and upskill the workforce, says Soares. "This gives hospitality professionals a chance to embrace continuous learning to stay ahead of the curve.

This will give employees the opportunity to gain knowledge about AI-related fields including data analysis, programming and user experience design, allowing employees to adapt to new roles and harness AI as a tool. “Organisations that invest in training programmes to support their staff, stand to reap huge benefits in the future,” says Soares.

AI technology will inevitably shape the hospitality industry, as some jobs will undergo transformations or become automated. Either way, AI presents the hospitality industry with new opportunities for professionals to adapt and embrace the technological disruptions.

The AI revolution is not a threat, it’s an invitation to transform and thrive, says Soares.