We hear a lot of chatter about AI in the hospitality industry, but we have yet to grasp its full impact and implications on day-to-day operations and the staff who keep our hospitality businesses running. Here Asif Alidina, Co-Founder & CEO of Inntelo AI talks about AI and the human touch and how this is leading to a new era in hospitality.
This conversation has only intensified after the recent budget announcement, with the reduction of business tax relief adding financial pressure on an already strained sector. Combine this with rising labour costs and it’s clear that hospitality businesses need to unlock other efficiencies to stay resilient – especially when operations are already understaffed.
AI and other emerging technologies have the potential to unlock efficiencies that make operations more productive and decisions smarter, providing a necessary lifeline to hotels and other hospitality businesses.
The conversation around AI shouldn’t just be about automation, but about transforming operations in ways that enhance productivity, reduce costs and improve the guest experience.
Freeing up Front Desk Staff
Let’s start at the beginning: the front desk. It’s the first point of contact for a guest and the service they receive can shape their entire experience. But front desk teams are constantly stretched. They’re expected to greet every guest, handle check-ins and check-outs, process payments, assign rooms, take and fulfil requests, answer phones and welcome guests with a smile – all while juggling inquiries from guests in their rooms.
Many hotels have tried to adopt digital check-ins, keyless entry, or even check-in booths to alleviate this load, but these solutions lack the warmth and personal touch that front desk staff provide. Apps have also been introduced, but downloading yet another app often feels inconvenient and detracts from a seamless guest experience.
This is where AI can offer a radical rethink of front desk operations, as traditional property management systems (PMS) have not freed staff from repetitive, time-consuming tasks.
Now, for the first time, computers can communicate naturally with humans, understanding and responding in conversational language. This shift allows AI to take on some of the biggest challenges at the front desk, freeing staff to engage meaningfully with guests.
With AI-driven solutions like conversational AI, hotels could replace traditional phone systems and call centres, offering guests a natural conversation experience without the frustration of endless button-pushing.
This removes the front desk from being a bottleneck, letting them focus on guests in front of them without constantly juggling between answering phones, responding to messages, or dealing with in-person interactions.
“AI is a powerful tool that complements human capabilities – what it cannot replace is the personal, memorable interactions that define a great guest experience.”
Mounting Challenges for Hospitality
The recent UK budget has introduced fresh financial challenges for hotels, with reduced business rate relief and rising labour and insurance costs placing increasing pressure on already thin margins. Hotels are uniquely impacted by business rates, which historically overburden the industry due to their central locations and large properties.
While Labour’s reforms may eventually benefit the wider sector, hotels must look for new solutions in the meantime to mitigate these new pressures.
AI can be instrumental here, providing a platform for hotels to level up their offering with a focus on driving efficiencies and heightening the ‘human touch.’ By automating operational tasks and elevating the guest experience, AI helps hotels adapt to financial constraints, delivering both cost savings and new revenue opportunities at a time when venues need both.
Digital Literacy in Hospitality
Relieving staff of repetitive tasks allows them to focus on roles that truly engage their skills and talents, benefiting both employees and the business. When front-line workers can shift their focus from mundane duties to more dynamic tasks, it leads to increased job satisfaction and a more engaged, committed workforce.
By handling logistics and operations, AI frees staff to take on roles that require human skills: empathy, intuition and creativity. AI might handle inquiries and distribute tasks, but only a person can welcome guests with a smile, make eye contact and deliver the warmth and attentiveness that truly defines a guest’s experience, especially when they’re in a new place or celebrating a special occasion.
AI can also serve as a mentor or co-pilot for staff, especially those new to the industry. Imagine an AI tool that not only handles guest communications but also guides new employees with recommendations, task prioritisation and real-time feedback – helping to smooth the onboarding process and foster continuous learning.
This hands-on digital literacy empowers staff to use emerging technologies confidently, adding value to their professional growth and boosting operational efficiency.
A Collaborative Future: Humans and AI Working Together
Ultimately, adopting more tech as an industry is not about replacing people, but about reimagining their roles and unlocking their potential. AI is a powerful tool that complements human capabilities – what it cannot replace is the personal, memorable interactions that define a great guest experience.
As AI removes administrative tasks, it improves working conditions, allowing staff to focus on creative, communicative and personal interactions that guests value most. Yes, AI will change operations – but it’s a change for the better. It empowers hospitality professionals to be more engaged, innovative and ultimately, more fulfilled in their roles.
By combining the strengths of both technology and human talent, the hospitality industry can look forward to a future where exceptional guest experiences are the norm, supported by the best of AI and the irreplaceable human touch.
