According to Alexandra Fjällman, AI is already making a significant impact on hospitality, particularly in guest experience. She emphasizes the importance of practical applications rather than just high-level discussions, as many businesses struggle to understand how to implement AI effectively. One example she highlights is Smart Tip, a feature integrated into Muse"s platform, which uses AI to analyze guest data and provide personalized insights. This allows hotel staff to tailor their interactions—whether recognizing a returning guest, anticipating preferences like late checkout, or acknowledging frequent use of amenities like the gym—creating a smoother and more engaging guest experience.

She also points out that AI-driven personalization is no longer a luxury but an expectation. Drawing parallels to platforms like TikTok and streaming services, where content is served proactively, she suggests that hyper-personalization in hospitality will soon become the norm. Businesses that fail to adapt will not just be behind but will risk being seen as outdated. As consumer expectations rise, the hospitality industry must embrace AI to stay competitive and meet the demand for seamless, customized experiences.