AI in Hospitality

Will AI Be the Biggest Growth Opportunity for the Hospitality Sector?

Much has been written about the potential of AI in hospitality—particularly its promise to enhance the customer journey, reduce operational costs, and mitigate staff shortages. Yet, when viewed from a broader perspective, one could argue that AI may ultimately become the sector’s most powerful growth driver—but not necessarily in the way most anticipate. And the path toward this opportunity may be quite turbulent.

By Alexander Sassen, Lecturer Finance & ESG, Hotelschool The Hague

AI in Hiring – The Case of Applicant Tracking Systems

In recent years, the increasing use of artificial intelligence has transformed many stages of the hiring process. Among these recruitment tools, Applicant Tracking Systems (ATS) have become particularly widespread, offering organizations a way to manage high numbers of applications more systematically. These systems are designed to streamline recruitment by filtering and ranking candidates, but their growing influence also raises considerations regarding their reliability and limitations for both recruiters and job seekers. Can all the qualities that make someone suitable for a role really be captured by such systems?

By Bertrand Audrin, Assistant Professor, EHL

Emotion, AI, and the Human Touch: Insights from Sébastien Félix of Influence Society

We spoke with Sébastien Félix, CEO of Influence Society, about the fast-changing role of artificial intelligence in hospitality. Working closely with boutique and luxury hotels, Sébastien sees firsthand how AI is transforming the way properties design guest journeys, manage marketing, and compete with OTAs.

Shiji and Influence Society

How AI is Transforming Hotel Operations

Artificial intelligence is already transforming the way our industry operates, and its impact is only going to accelerate. The way travelers discover, evaluate, and book hotels is being rewritten in real time, and operators like us need to adapt quickly to stay relevant.

By Charles Oswald, CEO of Aperture Hotels and member, Cayuga Hospitality Consultants

How HR Professionals Can Remain Irreplaceable in the Age of AI

Last week, we discussed how artificial intelligence (AI), particularly the widespread adoption of generative AI (GenAI), has transformed the traditional HR functions across the six stages of the employee lifecycle. Many professionals want to understand what roles still remain for humans in HR.

By Linchi Kwok, Professor and Department Chair, CAL Poly Pomona

What if hospitality saved jobs? Even if only partially!

In a world where artificial intelligence learns faster than we have time to educate it, a major risk looms: that of the mass destruction of tasks performed by humans, and with them, entire professions.

By Vanguélis Panayotis, CEO MKG Consulting & Hospitality ON / MRICS, Hospitality ON

How AI Is Transforming HR Functions

Artificial intelligence (AI), particularly the widespread adoption of generative AI (GenAI), is rapidly transforming the way organizations manage their workforce. Organizations are at a critical point where they must assess the transformational changes that AI has brought to human resources (HR). HR professionals must understand their new roles in organizations as AI becomes more essential at work.

By Linchi Kwok, Professor and Department Chair, CAL Poly Pomona

Building Clean Data Foundations for AI in Hospitality

This article concludes Hospitality Net’s Thematics campaign with Shiji Group on Single Provider for Seamless Data. Throughout the series we have examined how integrated systems can transform hotel operations and the guest journey. For this final edition, the focus turns to one of the most pressing questions facing the industry today: how to build clean, connected datasets that can support useful applications of artificial intelligence.

Psychological Insights into AI in Hospitality

AI in hospitality is reshaping the industry, but the real challenge isn’t just technical, it’s human. How guests and employees feel about AI often matters more than what the technology can actually do. This article explores the psychological dynamics that influence AI adoption in hospitality and offers practical ways for leaders to ensure technology strengthens, rather than erodes, the essence of human service.

By Valentina Clergue, Assistant Professor, EHL

AI Momentum Builds across Europe’s National Tourism Organisations

The rapid development of emerging technologies is reshaping industries around the world, including the tourism sector. The European Travel Commission (ETC) has today published the findings of its European mapping study on artificial intelligence use within National Tourism Organisations (NTOs).

European Travel Commission (ETC)

Artificial Intelligence-Driven Personalization in Restaurant Guest Experiences

Artificial intelligence is fundamentally transforming the restaurant industry, with personalization emerging as perhaps one of the most significant developments. Unlike basic personalization that might simply remember a customer’s name or birthday, Artificial intelligence-driven personalization leverages advanced algorithms, machine learning, and large datasets to anticipate needs, personalize offerings, and create seamless experiences uniquely crafted for each individual. As reported by Statista the global food service market, valued at $2.52 trillion in 2021 and projected to reach $4.43 trillion by 2028, is increasingly embracing these technologies. So how will AI-driven personalization in restaurants reshape guest experiences over the next five years? What are the current applications, emerging trends, technological elements, and implications for businesses and consumers?

By Joe Cilli, Assistant Dean and Director of Distance Learning for the FIU Chaplin School of Hospitality & Tourism Management, FIU

HITEC Rewind: Floor Bleeker on AI Agents, Robotics, and Replacing the Hotel Tech Stack

IN2 Consulting

Using AI for a Personalized Approach to Elevate Hotel Services and Guest Loyalty

The hospitality industry is undergoing a powerful transformation, shaped by the rise of artificial intelligence and the growing demand for highly personalized guest experiences. According to a recent Boston Consulting Group survey, 80 percent of consumers worldwide now expect tailored interactions. This shift is not about replacing people with machines. It is about using technology to create smarter, more intuitive service that exceeds expectations, strengthens loyalty, and supports long-term business success.

By Jason Bryant, Vice President Strategic Growth Initiative, Oracle Hospitality

Agentic AI – The Single Biggest Impact Of AI On Hospitality

Hospitality is on the edge of its next great transformation, and this time it is not mobile driving the change. It is AI. Just look at the numbers. In April 2025, ChatGPT recorded over five billion visits, while traffic to Google declined. This shift marks more than a trend. It signals a complete rethinking of how travel is researched, planned, and booked. And at the center of it all is Agentic AI, the technology that may soon redefine the entire guest journey, from inspiration to reservation.

By Max Starkov, Hospitality & travel technologist and digital strategist, Hospitality Net

In 2025, Travelers Want Hassle-Free Trips : How Generative AI Can Help

Consider the last time you set out to plan your next holiday. Did you find it easy to make a quick decision on where to go, which airline and hotel to choose, which experiences to pick or restaurants to dine at? Chances are you didn't. And you're not alone.

By Emily Weiss, Global Travel Industry Sector Lead, Accenture

What is AI going to bring hotels in 2025?

Let’s cut through the noise for a moment. AI is not just hype anymore—it’s the biggest shift in tech since the internet made floppy disks obsolete.

By Martin Soler, Partner, Soler & Associates

ITB Rewind: Cloudbeds and the Future of Predictive Hospitality with AI

Cloudbeds

7 Ways AI is Transforming Personalization¶in 2025

The personal touch has long been at the heart of what defines hospitality. However, delivering personalization at scale is now critical to not only differentiate from the competition, but also meet the demands of today’s discerning guests. Hotels that don't adapt risk falling behind, and therefore increasingly need to leverage AI to understand guest preferences, anticipate needs, and tailor every interaction.

By Sergio Serra, CTO, GuestCentric Systems