Speaker
Description
Nowadays, the hotel industry is undergoing a significant transformation, in which disruptive technologies, such as Artificial Intelligence, Virtual Assistants, Chatbots or Blockchain, contribute significantly to redefining the guest experience and the operational models of hotel groups. By adopting various artificial intelligence applications, such as automated guest communications, in-room smart technology, sentiment analysis and guest review processing, and personalized booking experiences, global hotel chains are reaching new levels of operational efficiency and customer engagement. This shift goes beyond basic automation, improving decision-making and resource management, and marking a new era in which technology and human creativity work together to create innovative solutions and a competitive edge. In this context, the present paper aims to highlight how artificial intelligence acts as a driver of innovation in global hotel chains and transforms the industry through new solutions. The study results reflect a significant shift in strategic priorities: beyond the 34% of hotel chains that have implemented AI assistants, the industry is clearly moving toward proactive agents, as 40% are planning their adoption. Despite the continued dominance of traditional tools such as chatbots and revenue management systems (40–42%), the focus is expanding to areas like guest engagement and analytics, with 48–50% planning adoption.
Overall, the findings demonstrate that global hotel chains are successfully replacing basic automated tasks with innovative, autonomous technologies, highlighting their growing application in business areas such as staff training and performance monitoring, marketing and communication, customer service, guest experience and personalization, energy management and sustainability efforts, and fraud prevention and cybersecurity.
