ITB Rewind: How AI is Driving Hyper-Personalization and Elevating Guest Experiences in Hospitality
Juanjo Rodriguez, founder of The Hotels Network, believes that AI is unlocking true personalization in hospitality, making it possible to tailor every part of the guest experience. While hotels have long delivered great service in person, the challenge has been extending that same level of personalization to the entire journey—from planning and booking to the stay itself. AI is now making that a reality, ensuring that guests receive relevant, customized recommendationsrather than a one-size-fits-all approach.
One of the most tangible applications of AI, according to Rodriguez, is KITT., The Hotels Network"s AI-powered receptionist. Designed to assist guests when front desk staff are busy, unavailable, or facing language barriers, KITT. can answer questions, provide hotel information, and even handle bookings in over 40 languages. Rodriguez sees AI as a way to enhance rather than replace human hospitality, taking over repetitive tasks so that hotel staff can focus on providing exceptional, face-to-face service. In his view, the future of hospitality isn"t about automation—it"s about using AI to elevate the guest experience and free up teams to deliver true hospitality.