Making a tool like ChatGPT widely accessible to the public was not only a masterstroke in marketing, but it has also helped remove some of the mystique surrounding AI. This can only be a good thing.

At Alliants, we have been operating AI solutions in hospitality since 2017, such as the personalisation of offers to website visitors, and the implementation of chatbots.  

What makes ChatGPT so interesting is the significant step change in capability. Undoubtedly when there is such a step change, there will be an impact on almost every industry, hospitality included.

In any case, we can start with where AI is already benefiting hospitality.

  • AI can streamline operations and increase efficiency, allowing hotel staff to focus on providing exceptional guest experiences.
  • It can personalise guest interactions, creating a more tailored and memorable experience for each individual guest.
  • And to complete the virtuous circle, AI can provide valuable insights into guest behaviour and preferences, allowing hospitality companies to make data-driven decisions to increase revenue.

Having said all that, delivering great hospitality experiences is still about people and personal touches. Generative AI can help us tailor communications and make recommendations to more guests more efficiently but there are limits to what it can do.

It can only tell us about what it already knows (this is a whole separate discussion!). So, if we want unique experiences away from the crowds, then good old-fashioned personal recommendations from the hotel concierge are still invaluable.