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Guest preferences for automation vary significantly by region. Business heavy markets in Europe and North America lean toward automation, while the Gulf and Far East tend to favor human interaction, partly driven by lower trust in technology.Regardless of hotel tier, certain roles will always remain in human hands, e.g., chefs, spa therapists, maintenance engineers, duty managers, and any function centred on safety, emotional intelligence, or complex judgment.

Replace - very junior level "support" roles who mainly answer "how do I do this" type of questions. AI agents will be trained on SOPs and do this. Help desk staff can be reduced or upskilled for more complex work.Reshape - Contact Center Agents: As above, simple questions can be answered by AI Agents, and an AI powered PBX will answer the phone for high volume restaurants and make the bookings on a phone call via integration to table booking system, and send confirmation by SMS or WhatsApp.

AI won’t replace hospitality, but it will reduce the number of people needed to run it.In the next 3 years, we’ll see 30–60% productivity gains across call centers, guest messaging, revenue management, distribution, loyalty, back office, and even parts of development.This is not just automation, it’s a redefinition of roles.

OpenAI just admitted what Google already learned with "Book on Google" back in 2022: people use AI to discover, not to buy. I fully agree with Simone the reason is structural, not technical. A hotel booking is not a single transaction.

Conversational platforms will complete bookings, but not by simplifying hospitality's complexity. They will succeed when they can orchestrate it. Today a single reservation touches PMS, CRS, channel management, payment processing, cancellation logic etc.

I’d agree. A retail transaction, even a high value one, is much simpler than a hotel or flight booking. Shopify is a top retail IBE, but its funnel is much simpler (view products, select product, pick colour, select size SMLXL, add to basket, add an upsell box of chocs, set delivery address, etc), than the well-converting IBEs in hospitality like Journey, Net Affinity, P3, Profit Room, Allora etc.

We are entering a defining era for wellness one shaped not only by global change, but by a profound shift in how people value their health, time, and quality of life. Wellness is no longer an amenity; it is becoming the foundation of modern living.Throughout my career, I’ve seen our industry evolve from offering moments of escape to creating pathways for longevity, resilience, and transformation.

It was inevitable that every hotel brand would figure out that wellness can be a huge revenue stream that also complements GRR. Hence, the biggest challenge is maintaining or growing "saliency" of a brand's wellness programs.For those who haven't studied psychology, salience is the word to describe what's top of mind, neurologically speaking, or actively being focused on by the brain's electrical networks.

The number one challenge is that wellness behavior has evolved faster than spa operating models—and as a result, the spa is no longer the primary gateway to wellness; it is one of many.Consumers are engaging in wellness more frequently through fitness, recovery, longevity clinics, and local access models, but much of that engagement is happening outside the hotel spa.

Optimising AI literacy in F&B operations starts with a simple principle: buying technology is not the same as building capability.Too many operators still approach AI as a procurement exercise rather than an operational transformation discipline.

AI investments in F&B deliver value only when adoption is treated as seriously as the technology. The implementation gap is rarely caused by weak tools. It is usually caused by weak translation between strategy, tech implementation and frontline execution.

AI literacy in F&B does not start with tools. It starts with understanding what the operation actually produces.Most teams I see try to adopt AI before they can even describe what their workflow does step by step – mostly for the lack of SOP.

The idea that “search is dead” is mostly an exaggeration. What is really happening is a change in how people find information online, not the disappearance of search itself. For hoteliers, this difference is important because people are still searching for hotels, but the way they search and where the traffic goes is starting to change.

Traditional search isn't dying — it's disaggregating. The front-end experience is shifting dramatically, but the underlying data infrastructure remains largely the same. When ChatGPT or Perplexity answers a hotel query, it's still drawing from indexed web content, reviews, and structured data that lives in the same ecosystem traditional SEO has always served.

The world is changing, and the rate of change is exponential. Here is an example: I entered my vacation requirements for next January into ChatGPT. In about 20 seconds, I received accommodation recommendations, with options, sorted in price within my price range.

In a word, no. Websites were designed to entice humans to view, discover, consider, buy. They are heavy with images, HTML, JavaScript, etc. to entice us in and encourage us to dwell. APIs were invented for M2M, machine to machine, transactions.

Agents will be everywhere, but behind the scenes. Booking agents are a short-term solution; using AI to simulate human behavior is like asking for a faster horse. Agents that behave as people, visiting websites and simulating human behavior (clicking on links, filling forms) are an incredible technological feat, but are a poor solution to most real-word problems: - Agents are very slow, because they have to replicate user paths built for humans- They fail often, because every website they visit is differentThe future will be MCP- and API-based, with agents interacting with those MCP/API.

Crystal ball time. 5 to 10 years i think we will quite similar to where we are today. the slow pace of change will not change and traditional tech stacks will still be around. lack of motivation to change, contracts and low investment will hinder the change.