Smart stays
tipping for staff and much more.
Over at Marriott, the
Renaissance brand has already implemented its AI-powered virtual concierge – RENAI By Renaissance – to offer curated local experiences for guests through research conducted by hotel associates into nearby restaurants, bars and activities. RENAI works by integrating this research with data collected using open-source platforms such as ChatGPT to stay up to date.
These are far from the only examples, but they show how AI is finding its way into the hospitality sector despite the many challenges it brings. After all, implementing AI gives rise to many concerns over data security and privacy, as its power derives purely from handling huge amounts of personal data. Any failure to safeguard this data would be hugely damaging to a brand’s reputation. But what does all this mean for the future of apps?
AI is set to improve the guest journey.
of potential experiences in Las Vegas that might suit them. Like the Accor CRM, it can also prepare the room with the right temperature and lighting conditions. Crucially, the guest experience can be customised depending on the level of technical assistance a guest prefers. For example, physical
“Apps will remain vital for booking, communication and access to hotel services, but seamless integration of AI with existing apps will certainly set the trend for the future.”
52%
Customers expressed the belief that generative AI will be used for guest interactions. Deloitte
14
keys can be used instead of phone-based apps to open room doors. Also in the US, Wyndham Hotels & Resorts recently rolled out a new AI-driven guest engagement platform – Wyndham Connect – across North America. The platform is designed for both improved guest engagement and revenue optimisation for owners by curating next-level guest experiences. Among its many features, the platform uses AI-assisted messaging to respond quickly to queries from guests, and can be used for mobile check-in and checkout, integrated mobile
Is it the death knell or the start of the next phase of evolution? The evidence suggests it is certainly the latter. Even Otonomus – currently the high bar in AI-powered hospitality – embeds AI capability into an app serving as a digital key to not only open the room, but also to unlock a host of personalised experiences.
AI enhancement
Apps will remain vital for booking, communication and access to hotel services, but seamless integration of AI with existing apps will certainly set the trend for the future. Surveys consistently show that hotel guests around the world increasingly prefer to check out using a smartphone app, and younger generations will no doubt accelerate that trend. AI is expected to enhance the functionality of apps and provide more options for an enhanced user experience, rather than replacing the apps in which hotel brands have invested so heavily.
AI brings with it both challenges and incredible opportunities, but it will take a careful and considered approach to integration to unlock all its power for both personalisation and profit growth. ●
www.hmi-online.com
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