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

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1 year ago

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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.”

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Hospitality

A NEW YEAR OF INDULGENCE: ME BY MELIÁ DUBAI INTRODUCES JANUARY’S MUST-EXPERIENCE MOMENTS

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2 days ago

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January 12, 2026

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Modern indoor bar at Meliá Dubai featuring a sleek concrete counter, backlit shelving with bottles and plants, warm ambient lighting, and contemporary artwork on the walls

The New Year marks a time to reconnect, explore new experiences, and enjoy the region at its best during the winter season. This year, ME by Meliá Dubai invites guests to ease into the months ahead with a thoughtfully curated collection of seasonal experiences designed to be enjoyed at any pace.

Whether it’s discovering a brand-new daytime brunch, enjoying relaxed dining under the stars, stepping away from the workday for a leisurely business lunch, unwinding with indulgent spa rituals, or beginning to plan Iftar gatherings ahead of the holy month, there is something to suit every mood and moment as the year begins.

BRUNCH:ED

Just launched, BRUNCH:ED is ME by Meliá Dubai’s newest Saturday experience, an elevated daytime brunch set on the hotel’s terrace. Guests are invited to enjoy a carefully curated international buffet featuring hot and cold selections, interactive live cooking stations, and vibrant live entertainment, all set against stunning panoramic views of Dubai’s skyline.

The experience includes a generous spread of freshly prepared dishes, from vibrant seasonal salads and handmade pasta crafted at live stations to perfectly grilled favourites hot off the flame, all finished with an irresistible selection of decadent desserts designed to satisfy every sweet craving.

For those looking to extend the experience, the afternoon continues with an after-party, allowing guests to soak up the atmosphere and keep the energy going well beyond brunch.

After Dusk Ramadan Edition

Experience the spirit of Ramadan at ME by Meliá Dubai’s Level 1 terrace, where guests are invited to gather for a heartwarming Iftar served at sunset. Set within an elegant and refined setting, the experience features a thoughtfully curated selection of traditional and contemporary flavours, creating a calm, reflective atmosphere that makes each evening of the holy month truly special.

Wellness by ME – AWAKEN

After the busy festive period, it’s time to slow down, unwind, and truly rejuvenate. Wellness by ME, the hotel’s spa, invites guests to fully restore with a 60-minute Tailor-Made Royal Massage, a therapeutic treatment combining dry techniques and deep oil stretching to release muscular tension, improve flexibility, and respond to each body’s individual needs.

To elevate the experience further, guests may enjoy a complimentary add-on of either a 30-minute body scrub or an additional 30-minute massage. The wellness journey also includes full access to the pool and sauna, along with a refreshing beverage to complete this moment of relaxation.

Central Restaurant – Business Lunch

This January, Central Restaurant welcomes guests to step away from the hustle and enjoy a well-deserved pause with its Business Lunch, a thoughtfully crafted experience designed to inspire warmth, connection, and culinary delight. Curated by the Executive Chef, the seasonal menu highlights comforting flavours and refined touches, celebrating the very best of the season in every dish.

Guests can savour standout creations such as the Charming Broccoli, featuring smoky charred broccoli, sweet dried cranberries, crunchy sunflower seeds, and crispy bacon; the luxuriously smooth Golden Velvet Soup; the refreshing Papaya Mist, with delicate smoked salmon and vibrant edamame; the Coral Catch, a warm, succulent grilled prawn and nutty bulgur salad; the aromatic Sun Souvlaki, with tender chicken, soft pita, and creamy tatziki; and the decadent Ricotta Fold, silky spinach and ricotta ravioli finished with butter and parmesan.

For a comforting finish, an assortment of desserts provides the perfect sweet ending. This midday experience is the ideal retreat from a busy day, offering both flavour and relaxation.

Whether dining solo, taking a well-earned break from the day or gathering colleagues for a networking lunch, this midday experience offers a deliciously memorable way to savour the season.

Grill by ME

January is the perfect season for al-fresco dining! Guests are encouraged to enjoy a relaxed yet elegant evening at ME by Meliá Dubai’s striking Pool Terrace with Grill by ME. Set inside the architectural icon that redefined the city’s skyline, this new open-air dining experience pairs contemporary style with effortless comfort –  the kind of place where chilled beats, live grill stations, and ME Dubai’s signature modern energy come together seamlessly. Guests can explore a thoughtfully curated buffet featuring fresh salads, handmade pasta crafted at interactive stations, sizzling grilled favourites, and decadent desserts, all designed to elevate simple flavours with finesse.

Perfect for intimate evenings or vibrant gatherings with family and friends, Grill by ME offers a refined yet welcoming atmosphere that captures the spirit of Dubai after dark.

The Cabana Experience

Soak up the winter sunshine in ultimate style with the Cabana Experience. Perfect for sunbathing, splashing in the pool, or simply lounging in comfort, each cabana is designed to be a private oasis. Standard room guests can enjoy a cabana for AED 250 (for two people), complete with two refreshing beverages of choice, mineral water, cooling towels and a hand fan, plus sun protection by Deeper Beauty to keep everyone perfectly pampered under the sun. Suite guests receive a complimentary cabana with the same indulgent inclusions. Whether it’s sipping a chilled drink poolside, cooling off in the pool, or simply basking in the rays, the Cabana Experience transforms an ordinary day into a sun-soaked escape full of relaxation, fun, and effortless luxury.

Deeper Beauty – Sun Care Elevated

ME by Meliá Dubai proudly continues it’s collaboration with Deeper Beauty, a UAE-born SPF brand that seamlessly blends inclusivity, sustainability, and high-performance skincare. Crafted to protect and celebrate every skin tone, Deeper Beauty’s lightweight, non-white cast formula delivers broad-spectrum UVA/UVB protection without compromise, making it especially suited for darker complexions. Perfect for sun-soaked days by the pool or outdoor adventures, it ensures skin stays nourished, protected, and radiant.

Whether applied before a relaxing cabana day or on-the-go, Deeper Beauty makes sun protection effortless, effective, and suitable for every skin tone.

Whatever the experience, ME by Meliá Dubai is the perfect place to spend January – a destination to indulge, unwind, relax, and reconnect.

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Hospitality

EMAAR AND LOOTAH BIOFUELS INTRODUCE SUSTAINABLE BIO YACHT FUEL AT DUBAI MARINA YACHT CLUB AND CREEK MARINA YACHT CLUB

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6 days ago

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January 9, 2026

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Ribbon-cutting ceremony on a red carpet at an outdoor venue with five formally dressed individuals standing in front of gold stanchions and blue ribbon, surrounded by modern high-rise buildings and palm trees in the background.

Emaar Hospitality Group, in collaboration with Lootah Biofuels, announced the rollout of a sustainable yacht fuel offering at Dubai Marina Yacht Club (DMYC) and Creek Marina Yacht Club (CMYC); marking one of the first such initiatives within the GCC’s Leisure Marine sector.

This initiative positions both DMYC and CMYC among the region’s early adopters of sustainable bio yacht fuel solutions for recreational vessels, reinforcing Emaar’s practical approach to sustainability and its alignment with the UAE Net Zero 2050 vision.

Under this collaboration, DMYC and CMYC will begin supplying Sustainable Bio Yacht Fuel (SBYF) produced by Lootah Biofuels, made from recycled cooking oil collected from hotels, residences, and Emaar’s integrated developments. The circular process converts waste oil into a marine-grade biofuel, offering yacht owners a more environmentally considerate fueling option directly at their home marinas.

Nicolas Belleton, of Emaar Hospitality Group, commented: “Sustainability is at the heart of how we operate across our Marinas and Hospitality assets. By introducing Sustainable Bio Yacht Fuel, we are giving our members a tangible, responsible choice that aligns with the UAE’s Net Zero 2050 goals, while setting a new standard for eco-innovation in the leisure marine sector.”

The introduction of SBYF will follow a phased, operational rollout to ensure logistical reliability, consistent fuel quality, and long-term sustainability across marina operations. Yacht owners and club members will have access to SBYF at dedicated refueling points within DMYC and CMYC, providing both convenience and a tangible step toward lower-carbon marine leisure activity.

By implementing this initiative across its Marina portfolio, Emaar continues to take a measured, regionally relevant approach to decarbonisation, focusing on actionable, locally sourced solutions rather than broad claims. The collaboration highlights how circular economy principles can be integrated into Emaar’s Hospitality, Leisure, and Marine operations.

Lootah Biofuels, a UAE-based company specialising in biodiesel blends derived from used cooking oil, will oversee the collection, processing, and supply of SBYF to both Marinas. Its solutions have demonstrated meaningful reductions in carbon emission compared with conventional Marine fuel.

Yousif Saeed Lootah, CEO of Lootah Biofuels, commented: “We are proud to partner with Emaar to bring Sustainable Bio Yacht Fuel to Dubai’s Leisure Marine sector. This initiative demonstrates how locally sourced waste materials can be transformed into high-value energy solutions, supporting both environmental and operational progress across the UAE.”

In its initial phase, sustainable fueling operations at DMYC and CMYC will take place on a scheduled basis, with potential expansion based on uptake and demand. The move is expected to contribute incrementally to reducing CO2 emissions from the region’s Leisure Marine activities.

DMYC already holds esteemed environmental recognitions through its Fish Friendly and Clean Marina accreditations, reaffirming its commitment to responsible and sustainable marine practices. Furthering these efforts, DMYC has introduced a sustainable drinking water initiative through “air water” technology, which converts humidity from the atmosphere into potable water. This environmentally conscious solution has been supplying captains and crew at the marina for the past year. The launch of SBYF builds on this strong foundation, further advancing Emaar’s sustainability agenda within the marine leisure sector in a measurable and impactful manner.

This step forms part of Emaar’s ongoing effort to introduce sustainability across its operations and offerings. By partnering with Lootah Biofuels at Dubai Marina Yacht Club and Creek Marina Yacht Club, the company aims to support the UAE’s climate goals while providing yacht owners and members with a practical, responsible fueling alternative.

“Our goal is to make sustainability actionable, not just aspirational. This partnership is a concrete step toward a cleaner, greener marine experience for all our guests.”, Nicolas Belleton concluded.

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Hospitality

WHERE PLAY COMES ALIVE: FUN CITY REOPENS WITH A VIBRANT NEW LOOK AND NEXT-LEVEL EXPERIENCES

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1 week ago

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January 7, 2026

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Entrance of Fun City at Ibn Battuta Mall featuring a colorful arcade area with bright signage, toy display counters, and a red-and-white kiddie ride shaped like a fire truck. A family is walking out of the entertainment center, and a carousel is visible inside.

Fun City, one of the region’s most loved family entertainment destinations, has officially reopened at Andalusia court, Ibn Battuta Mall, unveiling a brighter, bolder and more exciting world designed especially for children and families. The newly upgraded centre bursts with colour and imagination, bringing together all the fun families already love, now elevated with brand-new experiences, refreshed play zones and even more joyful moments waiting to be discovered.

Stepping into the new Fun City feels like entering a world where play comes alive. A fresh, contemporary design sets the scene, wrapping the space in bold colours and dynamic details that instantly spark excitement. One of the most anticipated additions is the brand-new VR experience, bringing bigger thrills and immersive adventures that take play to an entirely new level. This sits alongside a completely revitalized play area, now larger and filled with creative structures, interactive elements and imaginative spaces that encourage children to explore, climb and let their creativity run wild.

For little ones taking their first steps into the world of play, the new Oops N’ Whoops toddler zone offers a gentle, safe and stimulating environment crafted just for them. Soft textures, cheerful colours and age-appropriate features create a welcoming space where toddlers can learn, discover and build confidence at their own pace. Families will also find more arcade fun than ever before, with a wider selection of games, rides and activities that bring children together in an atmosphere bursting with excitement. The upgraded party room adds an extra touch of magic, giving families a lively and colourful setting for birthdays and celebrations that feel truly unforgettable.

The reopening represents an important moment for the brand. “With our new and improved Fun City at Ibn Battuta, we are thrilled to offer families an elevated experience filled with joy, energy, and creativity,” says Mr. Silvio Liedtke, CEO of Landmark Leisure. “This reopening reinforces our commitment to delivering exceptional family entertainment that grows with the needs of the communities we serve.”

To celebrate the reopening, Fun City has introduced special offers designed to make every visit even more rewarding. Families can enjoy unlimited play at the Play area for a month with the AED 159 Play Membership, take advantage of incredible value through the Fun Pass worth over AED 850 for only AED 75, or simply top up online to enjoy up to 20% off on value packages. Even more rewards and surprises can be unlocked through the Fun City App, making it easier than ever for families to enjoy more fun, more often.

For more than two decades, Fun City has been a trusted and beloved indoor play destination across the GCC. The refreshed Ibn Battuta Mall location continues this legacy, bringing families experiences that are not only entertaining but enriching. 

The venue is now open and ready to welcome guests daily, inviting them to explore the new space, enjoy the upgraded attractions and create joyful memories together.

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