AI in Hospitality: Revolution or Bubble? The Real Impact
Artificial intelligence has arrived in hospitality with the promise of streamlining operations and improving the guest experience. But, as Enrique Dans asks in his article “Artificial Intelligence: Innovation or Bubble?”, are we witnessing genuine transformation or simply caught up in the trend of putting AI into everything? For hotels, the challenge is not only adopting the technology, but integrating it intelligently without losing the essence of hospitality.
The discussion around artificial intelligence (AI) has taken a dizzying turn in recent years, generating both enthusiasm and scepticism across different sectors. Enrique Dans raises a key question in his recent article: are we witnessing a genuine transformation, or simply another technology bubble, similar to the internet bubble of the 1990s? In the specific case of hospitality, the question becomes even more relevant: are we truly facing a revolution that will change the way we manage the guest experience, or are we simply adopting technology because it is fashionable, without a clear strategy?
AI in Hospitality: Between Hyperautomation and Depersonalisation
Major hotel chains have been among the first to adopt AI for processes such as dynamic pricing (revenue management), personalising the guest experience and automating customer service. However, growing automation in the industry raises a dilemma that Dans mentions in his article: are we truly improving efficiency, or are we creating a cold and dehumanised experience?
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