AI unleashed: new report reveals hotel strategies

Saturday, February 17, 2024

The hospitality sector is currently experiencing a period of significant change, as it grapples with various challenges including shifting consumer preferences and the need for greater operational efficiency. Addressing these challenges effectively necessitates a strategic alignment between IT strategies and overall business goals, particularly when integrating new technologies. However, smaller organizations with limited resources may find it daunting to invest in technologies like artificial intelligence (AI) and machine learning (ML) without a clear business justification. To address this crucial gap, the Info-Tech Research Group has unveiled its latest offering: the AI/ML Use Case Library for Hotels. This resource is specifically designed to assist IT leaders in the hospitality industry in leveraging AI and ML technologies to optimize business processes and enhance guest experiences.

“Hotel business and technology leaders must work together to map out tactical and actionable plans to support an organization’s strategic goals and reach Exponential IT status,” says Elizabeth Silva, senior research analyst at Info-Tech Research Group. “An effective AI and ML transformation plan executed within the next one to two years can define the next one to two decades.”

Info-Tech’s latest study delves into the hurdles of modernizing the hospitality sector, stressing the importance of a robust business case to justify the substantial investments needed for transformation. The research also exposes common stumbling blocks in AI and ML initiatives, such as project delays and exceeding budgets. The firm advocates for studying industry-leading practices to kickstart brainstorming sessions and fast-track the journey towards transformation.

Their blueprint offers IT leaders insights into crafting transformation roadmaps tailored to the hospitality industry, providing invaluable guidance despite differing implementation approaches. The study identifies numerous innovative opportunities for hotel businesses venturing into AI and ML:

1. Guest Attraction: Leveraging Gen AI and ML to enhance property appeal and optimization through data-driven decisions and advanced technologies, thereby boosting guest interest.
2. Guest Entertainment: Utilizing innovative technologies to enrich on-property activities, ensuring guests are captivated and entertained by novel experiences.
3. Guest Retention: Harnessing AI to foster meaningful guest interactions, driving engagement and fostering repeat experiences through seamless operations.
4. Back of House: Employing AI and ML to streamline the employee experience, introducing changes that simplify work and enhance job satisfaction.

As the industry embraces these advanced capabilities, hotels are better equipped to meet evolving guest needs and maintain a competitive edge. The groundbreaking use cases outlined in the firm’s research empower IT leaders to showcase the transformative potential of these technologies in reshaping the hospitality landscape, enabling hotels to deliver unparalleled service and operational excellence.

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