Connect with us

Hospitality

A Deep Dive into the Future Applications and Implications of Artificial Intelligence in Hospitality

Published

2 years ago

on

Artificial Intelligence in Hospitality

The continual advancements in technology and Artificial Intelligence (AI) are not just reshaping, but fundamentally transforming the hospitality industry, driving exponential value for sales, marketing, and revenue management, today and tomorrow.

A hot topic for the industry, AI is one of the key areas of focus at this year’s HSMAI Middle East & Africa Commercial Strategy Conference, taking place on 26-27 November at the Conrad Dubai. Tackling the most pressing trends facing hotel executives, the annual conference brings together the region’s hospitality sales, marketing, distribution and revenue management community for unmatched industry insights and inspiration.

The event will take a 360- degree look at AI in hospitality, covering it from inspiration and theory to practical applications across sales, marketing, distribution and revenue management. In the lead up to the conference, we asked four industry leaders for their insights into the future applications and implications of technology and AI in hospitality.

With input from John Sanei, Global Futurist, 5x bestselling author and 2x award-winning podcast co-host; Michael J. Goldrich, Founder & Chief Advisor, Vivander Advisors LLC; Leo Barrit, Vice President of Sales, FLYR Hospitality; CS Ramachandran, CRME, VP, Hotel Revenue Optimization, Preferred Hotels & Resorts, and Michael McCartan, Area Vice President EMEA, IDeaS.

How do you see AI be(come) a real work partner to sales, marketing, revenue management and distribution professionals?

All five industry leaders agree that AI is rapidly evolving from just a tool to a powerful work partner. By automating routine and data-intensive tasks and facilitating data-driven decision making, AI significantly increases productivity and impact as it frees teams to focus on strategy, creativity, customer relationships, and revenue growth.

“From a revenue manager standpoint, there are a dozen or more tasks they have to do on a weekly basis, from daily pickups and forecasting, to reporting, analysis etc. There are a lot of disparate tasks that make up their 40+ hour work week. AI is going to cut down dramatically on many of those tasks by creating the initial reports and analyses for them, and now they’ll just have to manage by exception. Revenue managers and their teams will provide guardrails for AI to operate within, and then managers can perform any tasks outside those guardrails,” said Leo Barrit. 

“AI is a force multiplier,” said Michael Goldrich. “In revenue management, AI analyzes real-time market trends, enabling dynamic pricing and demand forecasting. For marketing, it personalizes guest communications and optimizes campaigns based on granular data insights.”

Michael McCartan echoes this sentiment, “Applied in revenue management solutions specifically, AI and automation play a critical role in processing forecasting-related data to detect shifts in demand and quickly responding with recommended pricing and inventory management decisions.”

CS Ramachandran added, “In sales, AI’s predictive analytics and automation lead to better performance and higher deal closures. Overall, AI reduces workload and stress, contributing to higher job satisfaction and employee retention.”

Looking beyond what AI can do today, John Sanei commented: “The real question is how we are using AI in preparation for the future. This is what I call the ‘AI opportunity radar’ which has four quadrants: the internal and external realms of AI application as well as the differentiation between today and tomorrow. Many organizations focus on just the internal applications of AI for today, without planting the seeds for tomorrow’s work. In fact, that’s just 25 percent of the opportunity that exists. We need to move from a focus on AI as a tool to AI as an unprecedented partner to transform an organization’s core offering, to revolutionize the industry, or even establish a new one.”

If everyone is going to be using AI, how can hotels and brands still differentiate themselves? How can we balance automation with the need for personalized guest experiences? 

The interviewees agree that true differentiation hinges on how seamlessly hotels integrate AI with the human touch to provide the unique and authentic experience travelers expect today. Also, a critical component is the training of teams to discern when to rely on AI and when to step in with genuine human empathy. The combination of guest engagement training with the right technology and established feedback mechanisms will be crucial for continuous service improvement.

Michael Goldrich said, “Leading brands will leverage AI to anticipate guest needs and personalize at scale, while still delivering warmth and authenticity through frontline staff. Ultimately, successful hotels will make the human-AI collaboration invisible, leaving guests with the impression of superior, attentive service.”

John Sanei commented, “Like many other technologies AI will become democratized, and to some extent it already has. It’s not about which AI tools you use, it’s what the teams do with the technology to enhance the customer experience and transform the curation, creation, and delivery of the hotel or brand’s core offering. We need to think about how AI can help organizations build new capacity and give them the ability to behave towards the future. Asking existing teams to innovate – let alone disrupt – doesn’t work. We need to build ‘tomorrow teams’ that work alongside the today team to make this happen.”

From CS Ramachandran’s perspective, “HI (Human Interaction) will trump AI (Artificial Intelligence) in the fast-evolving landscape of AI especially in hospitality. Hotels must differentiate by blending automation alongside personalized guest experiences. Some steps in this direction include creating a unique brand identity, ensuring exceptional human interaction, while utilising innovative technology to enhance services.”

“In the hotel industry, we of course already have different classes ranging from luxury to economy, but AI is going to help personalize the offer for you even more precisely,” commented Leo Barrit. “With AI, the hotel will know the individual customer or guest, know your likes and dislikes, your buying propensity and timing, and provide you with a personalized offer that will resonate with you. The industry will evolve to that quickly. Pricing is a component of that, but as AI learns more from customer data that will be a part of providing those very personalized offers.”

Michael McCartan said, “A strong brand identity is key. If using AI-enabled tools like an online chatbot or a voice-activated virtual assistant to interact with guests, ensure that they reflect your brand’s personality and tone of voice. This consistency across all touchpoints, from online to in-person, creates a more seamless and memorable guest experience. One thing that will go a long way with guests is to ensure you are being transparent about how you use AI and prioritize data privacy. This builds trust with guests and positions your brand as a responsible and ethical leader.”

What jobs do you think AI could make redundant in hospitality and what new roles could it create, especially when it comes to sales, marketing, revenue management and distribution?  

John Sanei said, “Every job that is repetitive in its activities will be the first to become redundant and to be replaced by AI. Although it will be impossible to say which jobs we will have and need in the future, we will see a profound shift in the relationship between humans and machines. We will see two types of businesses: those driven by AI and robots and organic businesses engineered by humans. The currency of the future is human connection, which will become the highest form of luxury and present a great opportunity to the hospitality industry for purposeful, transformational travel and tourism.”

Michael McCartan commented “While AI won’t entirely replace human roles, it will undoubtedly reshape the nature of these jobs. As the economist Richard Baldwin famously said at 2023 World Economic Forum’s Growth Summit, “AI won’t take your job, it’s somebody using AI that will take your job”. As AI becomes more sophisticated, new roles will emerge. AI Specialists, Data Analysts, and AI Ethics Officers will be in high demand to develop, implement, and manage AI systems ethically. Additionally, human-centred Design Specialists will be crucial to ensure seamless human-AI collaboration.”

Michael Goldrich said, “AI will likely redefine roles such as data entry, basic customer service, and routine reporting in hospitality. However, this shift will open the door to new, specialized positions: AI Strategy Managers to oversee ethical deployment, Experience Design Architects to create hybrid digital-human guest journeys, and Revenue Intelligence Officers to merge AI insights with industry acumen. AI in hospitality isn’t about eliminating jobs; it’s about evolving them. The future belongs to those who can synergize AI’s capabilities with human creativity, transforming service delivery into a refined art.”

CS Ramachandran added, “As with every other decade, when there is a change in technology, the industry adapts with new roles. We have seen Sustainability Specialists, Guest Experience Managers and DEI focused roles emerge, and now existing roles will evolve and adapt to include technology expertise. The most successful professionals will be those who can effectively collaborate with AI, oversee the work, and identify opportunities for AI implementation.”

Leo Barrit thinks the headcount will likely stay neutral. “The productivity of your managers will increase, but their skillsets will need to continually be enhanced. We’re still in the early days with natural language prompts, where the key is still making sure you’re using the right prompts. I believe that eventually as machine learning improves, we’ll arrive to the point where you don’t have to be quite as good in writing prompts within a few years.” 

What safeguards should be in place to maintain brand authenticity when it comes to using AI? 

CS Ramachandran said, “There are a lot of guidelines being developed around this especially given the exponential use of AI tools. Transparency in AI usage is key, this includes how we collect data and how we avoid the stereotyping of the same. High-quality, diverse datasets are key to train AI models as poor data will not only lead to inaccurate results but also further ‘AI Hallucinations’. AI tools for real-time sentiment analysis helps to align brand messaging with consumer perceptions. By implementing these measures, brands can harness AI’s power while preserving authenticity and fostering customer trust.”

“Now more than ever, ethical guidelines and data privacy are paramount,” commented Michael McCartan. “Transparency about AI usage, rigorous data privacy and security measures, and adherence to ethical AI practices, including eliminating bias in AI algorithms, are crucial not only to build trust with customers, but also to ensure accuracy. AI tools must also be ‘trained’ to align with a hotel’s brand voice and personality. Comprehensive brand guidelines, AI training on high-quality, brand-aligned content, and human review of AI-generated content ensures consistency – and must be regularly monitored and fine-tuned.”

Leo Barrit said: “The hotel brand will need to apply proper guardrails and parameters on how AI is being used. If you’re applying the right parameters on pricing and the structure of your brand should be portrayed, the AI will operate within those. For a large hotel brand, they may not be able to centralize the efforts of thousands of hotels, but they can create a set of guidelines that speak to their global brand, and then more specific sales and marketing guidelines for individual properties or regions.”

Michael Goldrich commented, “To maintain brand authenticity with AI, hotels must establish rigorous standards and oversight. Clear guidelines for AI-generated content, structured human reviews for customer-facing outputs, and AI governance frameworks are essential. Training teams on AI’s limitations, setting up authentication protocols, and conducting regular audits ensure AI aligns with brand voice and values. Equally crucial is transparency around AI’s role in guest interactions. Authenticity is built by candidly integrating AI, enhancing the guest experience without overshadowing the human essence of hospitality.”

John Sanei concluded, “The highest form of technology is authenticity. With the democratization of AI tools, these will no longer be a differentiator. Brand authenticity will be driven by how companies are using technology, including AI, to give guests the authentic experience they are looking for.”

Related Topics:
Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Hospitality

Al Bustan Centre & Residence concludes successful participation  at Arabian Travel Market 2026

Published

17 hours ago

on

September 21, 2026

By

Al Bustan Centre & Residence concluded a successful participation at Arabian Travel Market (ATM) 2026, where it connected with travel industry partners and explored new business opportunities across the GCC, Europe, CIS, Asia and other international markets.

During the exhibition, the established Dubai hotel apartment property held productive discussions with tour operators, destination management companies, travel agencies, corporate travel partners and international buyers. The meetings focused on building long-term partnerships that can generate sustainable, year-round business.

The property also highlighted the growing demand for accommodation that combines hotel services with the comfort, space and flexibility of a home. This trend is creating new opportunities across corporate accommodation, relocation, extended stays, family travel and group business.

Moussa El Hayek, Chief Operating Officer of Al Bustan Centre & Residence, said the positive response received during ATM reflected the travel industry’s continued confidence in Dubai as a global destination for tourism, business and long-term living.

“Our participation at Arabian Travel Market was highly productive and gave us an important opportunity to reconnect with existing partners while meeting new buyers and travel professionals from several international markets,” El Hayek said.

“Dubai continues to demonstrate that tourism growth is not only about increasing visitor numbers; it is about building a complete destination where people can visit, work, live and return. For hotel apartments such as Al Bustan Centre & Residence, that creates a strong opportunity to serve the evolving needs of today’s traveller.”

Dubai’s combination of tourism, business, lifestyle and residential opportunities has created a broad hospitality ecosystem. Travellers may initially visit for a holiday, meeting or event before returning for work, investment, relocation or a longer stay.

Al Bustan Centre & Residence differentiates itself by providing spacious accommodation, flexible short- and long-stay options, convenient connectivity and facilities that support guests’ everyday needs. The property continues to modernise and adapt its services in response to changing expectations.

Technology and sustainability were also central to the property’s discussions at ATM. Al Bustan believes digital solutions should simplify the guest experience and improve operational efficiency while preserving the personal service at the heart of hospitality.

The property recently received the Dubai Sustainable Tourism Stamp 2025 – Hotel Apartment Standard, awarded by the Dubai Department of Economy and Tourism. The recognition reflects its ongoing commitment to responsible hospitality, supported by its long-standing collaboration with Emirates Environmental Group and participation in environmental initiatives.

“Sustainability must become part of everyday hotel operations rather than simply being treated as a marketing initiative,” El Hayek added.

Following ATM 2026, Al Bustan Centre & Residence will continue discussions with potential partners while strengthening its presence across traditional and emerging source markets.

“We look forward to building on the conversations held at ATM and developing practical, long-term collaborations that create value for our partners and support Dubai’s continued tourism growth,” El Hayek concluded.

Continue Reading

Hospitality

Minor Hotels Signs Avani+ Hanoi in the Vietnamese Capital

Published

23 hours ago

on

September 21, 2026

By

Minor Hotels, a leading global hotel owner and operator, has signed a management agreement with Trading Construction Works Organization to operate Avani+ Hanoi, a 310-key hotel in Hanoi’s Bach Mai Ward.

Scheduled to open in 2028, the hotel forms part of a mixed-use precinct anchored by Hinode City, a new lifestyle mall, alongside 1,099 residential and serviced apartments. Located at the intersection of Minh Khai and Kim Nguu Street, the development benefits from a vibrant neighbourhood and convenient transportation links with the city’s Old Quarter a 10-minute drive away.

Avani+ Hanoi marks a continuation of Minor Hotels’ growth in Vietnam, where the group operates four properties under its Anantara and Avani brands – Anantara Hoi An Resort, Anantara Mui Ne Resort, Anantara Quy Nhon Villas and Avani Quy Nhon Resort – along with luxury train carriages, The Vietage by Anantarav. The signing extends the group’s footprint into one of Vietnam’s key metropolitan areas and establishes its first property in the nation’s capital of Hanoi.

The premium lifestyle hotel will bring the Avani brand’s distinctive design and energy to the city, with facilities including an indoor swimming pool and deck, a fitness centre, all-day dining and specialty restaurants along with meeting and function spaces. Avani+ Hanoi’s central location caters to corporate travellers, long-stay and leisure guests.

Avani+ Hanoi and the broader Hinode City mixed-use development are among the latest projects of the Trading Construction Works Organization, a diversified corporation with a presence across real estate, industrial manufacturing and energy sectors.

“This is our first branded hotel in a major Vietnamese city, and the central Bach Mai Ward is the right place to start. Avani+ Hanoi’s prime location gives us a genuine hub in the capital, with strong appeal to both business and leisure travellers seeking a wellconnected urban base.”

Omar Romero, Chief Development and Luxury Officer, Minor Hotels

“This agreement marks the beginning of a long-term partnership with Minor Hotels and reflects our shared vision of bringing international hospitality standards to Hinode City. We are confident that Avani+ Hanoi Hotel will set a new benchmark for premium hospitality in Hanoi while creating lasting value for guests, investors and the wider community.”

Vo Toan Cong, Chairman of Gerbera-II Hospitality One Member Company Limited, a subsidiary of Trading Construction Works Organization.

Continue Reading

Hospitality

Celebrate Saudi National Day in AlUla through cultural heritage activations and luxury hospitality

Published

1 day ago

on

September 21, 2026

By

Discover vibrant community events across AlManshiyah Plaza, AlUla Old Town and AlJadidah Arts District, exclusive resort stays, restorative spa experiences, and the annual date harvest season

AlUla is welcoming visitors to celebrate Saudi National Day amidst its breathtaking sandstone canyons, ancient heritage sites and lively cultural districts of the city. With activities taking place on 23rd and 24th September, this year’s celebration brings together traditional folklore, film screenings, interactive workshops, live music and world-class hospitality within one experiential destination.

Cultural Celebrations and Community Activations

Festivities across AlUla’s key districts will feature National Day decorations, illuminated gateways, standing flags along connecting pathways, and background national melodies, with operating hours varying by location and activity.

The main celebration launches on Wednesday, 23rd September across AlUla’s principal hubs. At AlManshiyah Plaza, visitors can enjoy background National Day music, dedicated children’s activities starting at 8:30pm, two live performances of the Saudi Ardah folklore sword dance at 9:00pm and 11:30pm, and vibrant Farmers Market activities.

In AlJadidah Arts District, live musical performances by the AlUla Music Hub take place at the Shurofat of AlJadidah (balconies), featuring two shows between 9:00pm and 11:00pm, while Madrasat Addeera and the AlJadidah Traditional Arts Studios host an adult embroidery workshop from 6:00pm to 8:00pm to craft a keepsake brooch inspired by Saudi motifs, alongside guided tours of the Madrasat Addeera Visitor Centre. Travelers arriving at AlUla Airport on 23rd September will also be greeted with special National Day arrival giveaways, including flowers, chocolates, and commemorative pins.

Celebrations continue Thursday, 24th September, with storytelling taking centre stage through the Qissa bi Qissa activation at Huna Space in AlUla Old Town. Inspired by UNESCO’s Story Circles methodology, this complimentary storytelling programme led by local Rawi guides offers bilingual English and Arabic sessions from 5:00pm to 7:30pm, allowing participants to connect through shared heritage and community narratives.

Across both 23rd and 24th September, film enthusiasts can gather at Cinema AlJadidah, powered by VOX in collaboration with the Saudi Cinema Association’s Shashtna initiative, presenting three nightly screenings between 8:00pm and 2:00am showcasing acclaimed Saudi short films.

Families with young children can take part in a dedicated interactive programme at the AlUla Public Library featuring face painting and creative activities across five sessions from 6:00pm to 11:00pm. Throughout both days, local Productive Families kiosks and the Green Dew booth lined across Old Town and AlJadidah will showcase regional handicrafts, local snacks, and artisanal goods.

Honouring the harvest

September also marks the annual AlUla Dates Season, running from 18th to 27th September at the Farmers Market in AlManshiyah Plaza, celebrating the destination’s deep agricultural roots and centuries-old date palm cultivation. On 24th September, AlManshiyah Plaza integrates both National Day celebrations and Dates Season activities featuring Saudi Ardah performances, children’s entertainment, and farmers market activities, giving visitors an authentic taste of AlUla’s rich oasis culture and community spirit.

Exclusive hotel stays

For Saudi National Day week, The Chedi Hegra is offering its Emerald Treasures of the Kingdom package directly inside Saudi Arabia’s first UNESCO World Heritage Site. Guests receive a traditional welcome with Arabic coffee and dates, along with a limited-edition gift. The offer includes a Hegra Heritage Bike Tour, an evening Stargazing experience, a National Day afternoon tea or dessert experience, complimentary room upgrades subject to availability, and early check-in and late check-out. Guests also enjoy savings across resort amenities, including 20% off spa treatments and 40% off dining. In addition, the resort’s Prima Classe restaurant features a dedicated Saudi National Day Sharing Experience with a multi-course menu celebrating modern Saudi flavours accompanied by specialty mocktails and Saudi coffee.

In celebration of Saudi National Day, Our Habitas AlUla offers a tranquil retreat with its Saudi National Day Stay Offer for stays between 22nd and 25th September. Guests booking prior to 25th September receive a complimentary villa upgrade, daily breakfast savings on food and beverage outlets, flexible 24-hour check-in and check-out, and a welcome drink upon arrival, while children under 12 stay and dine for free. Outside guests looking to unwind by the water can also purchase the AlUla Pool Day Pass for full access to the resort’s infinity pool.

Banyan Tree AlUla invites guests to settle into luxurious tented villas nestled beneath ancient rock formations. Valid for stays from 22nd to 26th September, the resort’s Saudi National Day package includes daily breakfast, discounts on dining, complimentary stays and meals for kids, flexible 24-hour check-in and check-out, a complimentary upgrade to a pool villa subject to availability and shared access to facilities across both Banyan Tree AlUla and Our Habitas AlUla. For a romantic retreat, couples can choose a Romantic Escape package, complete with daily breakfast, a 90-minute couples’ spa experience, a private dinner at Saffron, and an in-villa romantic bath ritual.

Surrounded by towering rock formations, Shaden Resort features a dedicated National Day promotion for stays between 23rd and 25th September across all room categories, inclusive of daily breakfast and a complimentary dinner. Guests visiting throughout September can also enjoy weekday Sky Cinema outdoor movie screenings under the stars, and weekend poolside sports match broadcasts with mocktails and light bites.

Cloud7 Residence AlUla introduces its Proudly Saudi National Day Offer for guests seeking a vibrant, community-focused bungalow stay. Available to book now for stays from 22nd to 26th September (minimum two-night stay), the package features a 25% discount on bungalow room rates. As an added cultural perk, the offer includes guided tours of the ancient heritage sites of Dadan and Jabal Ikmah, alongside an immersive AlUla Old Town experience.

For Saudi National Day, Dar Tantora the House Hotel is offering its Proudly Saudi package in AlUla Old Town for stays in the Dar Al Luban room category between 22nd and 26th September (bookable until 18th September with a minimum two-night stay). The stay includes a 25% discount on room rates, a traditional five-sense welcome upon check-in, a guided heritage tour of AlUla Old Town, and flexible early check-in and late check-out.

Wellness and spa indulgences

On 23rd September, Our Habitas Spa will offer complimentary sound bath healing sessions for in-house guests, alongside a special offer where booking any massage of 60 minutes or longer unlocks an additional 30 minutes of complimentary spa pampering.

Running through 30th September, Banyan Tree Spa AlUla invites guests to experience holistic treatments combining Eastern and Western wellness philosophies. Guests booking a 60- or 90-minute massage receive 30 complimentary additional minutes or can choose a special 30% discount across 60- and 90-minute massage sessions.

Saudi National Day in AlUla offers a special union of vibrant community tradition, luxury sanctuary and timeless natural beauty, and an extraordinary setting for the national holiday.

Continue Reading

Trending

Copyright © 2023 | The Integrator