AI in Hospitality: Enhancing, not replacing, the human touch

When people think of AI in hospitality, they might picture a cold, robotic takeover, a hotel where machines handle check-ins, room service, and even guest requests. Convenient? Sure. Memorable? Not at all. Let me clear the air: AI isn’t here to replace the warm, human touch that makes hospitality special. (But that is for another article) It’s here to make the job easier, freeing us to focus on what really matters: creating unforgettable guest experiences.

I’ve seen this play out firsthand. At one of my resort golf properties, I introduced a program called Zingle. This app sent an automated welcome message to new guests, asking if there was anything they needed. It worked with QR codes placed strategically around the property, on golf carts, by the pool, or in guest rooms. Imagine being on the 9th hole, craving a cold drink, or needing an extra towel. With a quick scan of the code, guests could make a request without interrupting their game or making a call. The system would alert the team, and within minutes, their needs were met. That’s technology working hand in hand with hospitality, making the experience seamless without losing personal touch.

But AI isn’t just about convenience; it’s about freeing staff to focus on what humans do best connecting, empathizing, and solving problems creatively. Take credit card processing. I’m old school enough to remember the days of carbon paper slips and those clunky slide machines. Reconciling transactions was a nightly marathon. Today, systems like Verifone handle it all, instantly posting transactions to the folio. And AI takes it further, catching errors before they become guest complaints. What once took hours can now be done in minutes, leaving more time for meaningful guest interactions.

AI also helps personalize the experience in ways that were nearly impossible before. Gone are the days of relying on handwritten notes or memories to remember a guest’s preferences. AI systems track it all, preferred room locations, pillow types, or the sparkling water they love waiting in their room. It’s not about replacing thoughtfulness; it’s about making it easier to be thoughtful.

Even behind the scenes, AI can work wonders. An AI-driven feedback system to analyze guest reviews, can Flagg consistent mentions of long check-in waits. And adjust staffing during peak hours. The result? Faster check-ins, happier guests, and a less frazzled team.

The key is balance. Too much automation and the experience feels cold. Too little, and staff are overwhelmed with tasks AI could handle better. The magic lies in knowing where to implement it, letting technology handle the grunt work, streamlining, simplifying, and predicting, allowing focus on what only people can do: serving with heart, care, and empathy.

AI isn’t about replacing us; it’s about empowering us. It frees up time for the moments that matter, those genuine connections that make a guest feel seen. Like the golfer who gets their drink just as they think about it or the family who checks into a room perfectly tailored to their needs.

AI helps us get there faster, but the human touch is what keeps guests coming back. Let’s use technology to elevate hospitality, making it easier to deliver what we’re here to do: create moments that guests will never forget.

Are Morch – Digital Transformation Coach

Email: hotelblogger@aremorch.com

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