AI and Sustainable Hospitality: Boon or Bane?

Question

Artificial Intelligence (AI) has the potential to revolutionize sustainability practices. Or so the theory. Advancing the sustainability agenda is not (yet) the main driver for businesses to utilise artificial intelligence. Studies point to other goals related to AI implementation such as automating workflows, cost savings and quality improvement in production processes or personalized customer experiences [1,2,3]. But are we possibly missing AI's potential on the hospitality sustainability front?

The most obvious application may be in the collection and evaluation of sustainability-relevant data whether for reporting purposes (e.g. CSRD) or baseline setting and benchmarking; because AI can analyse that data and recognize patterns ensuring a quick and accurate output of various footprints (e.g. energy, water, waste).

But it seems as if there is some level of confusion in the industry currently between traditional (or non-AI) technology solutions and AI. Traditional technologies are important in driving sustainability (e.g. motion sensors for lighting), but these do not adapt based on learning or pattern recognition nor do they integrate or analyse complex data sets to improve their performance. AI's power is in predictive analysis. AI can elevate the utility of traditional technologies by enabling them to work in a smarter, interconnected, and dynamic way. For example, while motion sensors control lighting based on movement, AI can analyse occupancy trends over time to optimize lighting schedules proactively or adjust them for maximal energy savings without compromising guest or employee comfort.

The synergy between AI, traditional technologies, and human interventions forms the crux of successful sustainability strategies. Yet, the real challenge lies not just in the understanding of AI and adoption of traditional technologies but in mapping the plethora of AI and other sustainability technologies options available. A comprehensive database or mapping of available sustainable technology solutions for hospitality is missing. This gap hinders effective decision-making and slows down sustainable actions.

With this in mind,

is AI a panacea for all our sustainability challenges?
or just another tool whose efficacy still hinges on the blend of technological integration and human-centric strategies?

In order to bridge the knowledge gap on the topic of AI and technology in enhancing sustainability across the hospitality industry, experts may choose to answer any of the four additional questions:

Where can I use AI as an operator or sustainability manager in hospitality?
Can you provide examples of successful real-world applications of AI in hotel development and operations that have led to measurable improvements in sustainability?
What frameworks or platforms could be established to help hospitality businesses in understanding and selecting the appropriate technologies for their specific sustainability needs?
In which ways will the European AI Act [4] affect the implementation of AI in Hospitality?

References

^{[1] Eurostat (May 24, 2024). Use of artificial intelligence in enterprises.} ^{https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Use_of_artificial_intelligence_in_enterprises#Types_of_AI_technologies_used}

^{[2] Koch, D,. Lentes, J., Schuseil, F., & Waltersmann, L. (2022). Nachhaltigkeit durch KI. Nachhaltigkeit durch KI.} ^{https://www.ipa.fraunhofer.de/de/Publikationen/studien/nachhaltigkeit-durch-kI.html}

^{[3] Grebe, M., Franke, M. R., & Heinzl, F. (2023). Artificial intelligence: how leading companies define use cases, scale-up utilization, and realize value. Informatik Spektrum, 46, 197-209.} ^{https://doi.org/10.1007/s00287-023-01548-6}

^{[4] European Commission. (2024). AI Act.} ^{https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai}

Henri Kuokkanen

Associate Professor at Institut Paul Bocuse

Generative AI will undoubtedly have enormous potential to improve sustainability in hospitality and beyond, possibly more than any previous technological breakthrough. But equal to the previous breakthroughs, we (the guests that the industry relies on) must show interest in this. As long as the discussion revolves around whether guests have the right to use ridiculous amounts of water in locations in drought, or eat foods brought from half a world away just because their every desire has to be met, we are stuck in the stone age of sustainability. We risk falling prey to the myth of the technological fix (Oelschlaeger, 1979), a common misconception that technology will solve a problem for us. We are the problem, and only once our fundamental attitudes change can true sustainability transformation, supported by AI, start. Let's not wait for something else to do this for us, or we might find ourselves in a science-fiction future where AI, having analyzed the state of the planet based on climate and biodiversity research, will set and enforce the limits of consumption for us to protect Earth.

Oelschlaeger, M. (1979). The myth of the technological fix. The Southwestern Journal of Philosophy, 10(1), 43–53.

View all 18 views in this viewpoint

Jerome Pagnier · Answer

Hospitality largely relies on legacy technology to operate and remains very slow in adopting more useful, more user friendly and faster replacement/ enhancement solutions. AI is moving forward very rapidly and Hospitality must get on board quickly before finding itself behind. AI and sustainability for Hospitality is already here and it has the potential to completely change the face of our industry. We use Machine Learning (ML), which is a form of AI. As our computer learns from interactions, situations and environments, our customers will be able to: Make sounder business decisions Predict business levels, F&B trends, etc.. But also significantly reduce the environmental impact of the food they serve whilst making their dishes more delicious and more desirable than ever before. It is important to remember that we are still in a people centric industry and as we struggle to find workers, AI technology can become the missing link, so that our team members can focus on guest service rather than administrative duties or environmental data entry work that can be done automatically. We must see AI technology as a "super" supporting tool for a more profitable, more sustainable, more resilient business and not as a threat.

Glenn Mandziuk · Answer

The Role of AI in Net Positive Hospitality The World Sustainable Hospitality Alliance champions Net Positive Hospitality, where AI emerges not as a panacea but as a potent catalyst for sustainable transformation. The synergy of AI, traditional technologies, and human-centric strategies is paramount. AI's efficacy is amplified when integrated thoughtfully with existing systems and human insights. However, the current landscape is fragmented, lacking harmonized sustainability metrics and a comprehensive database of sustainable technology solutions. This gap stifles decision-making and delays sustainable progress. AI's potential in energy management, waste reduction, and personalized guest experiences has shown measurable improvements, but its success hinges on strategic integration and robust frameworks. To bridge the knowledge gap, we advocate for the establishment of universal criteria measures and centralized platforms that map sustainable technologies, empowering hospitality businesses to make informed decisions. The European AI Act will further shape AI implementation, emphasizing transparency, ethics, and compliance, ensuring AI's role in sustainability is both impactful and responsible.

Ioannis S. Pantelidis · Answer

AI is just a tool just like any tool it's up to how people use it. It has potential usage in Energy Efficiency and Management. For example, optimising the distribution of electricity and managing demand. In climate predictions where it can help determine weather patterns. In Agriculture, it can be used for crop monitoring and precision farming. In transportation, it can be great for traffic management. In both waste and water management AI can help improve and streamline our processes maximising efficiencies all of those areas are directly connected to hospitality and tourism sustainability. But what do I know? Let's ask ChatGPT what it thinks! Hey, ChatGPT... is AI a panacea for all our sustainability challenges? Give us an answer in 100 words! AI is not a panacea for all our sustainability challenges, but it is a powerful tool that can significantly aid in addressing them. AI can optimize energy use, improve resource management, and enhance environmental monitoring. However, its effectiveness depends on human oversight, ethical considerations, and the integration of sustainable practices in its development and deployment. AI must complement broader systemic changes, such as policy reforms and societal shifts towards sustainability. Thus, while AI is a valuable asset in the sustainability toolkit, it is not a standalone solution. Thank you ChatGPT you are such a Sage of information!

Sarah Habsburg-Lothringen · Answer

While I have no doubt that AI could enhance data analysis in the future, what is needed right now is action and not diversion around considering and selecting untested AI tools. Various technological integrations to collate and manage sustainability data currently exist. When we reach a point when these are employed and utilised by all hospitality businesses as an integral part of operations, then AI could well offer the solution of how to expedite the analysis of that data. For now we simply must focus our energies on reaching the point where sustainability management is holistically embedded into the heart of operations, staff training, and guest engagement before we allow ourselves to be distracted by what could be instead of what is. After all, AI will only ever be able to do a part of the job due to that human-centric nature of the hospitality industry. Generating positive sustainability action requires operational modifications as well as staff commitment to achieve the behavioural change necessary for consistent results and improvements to be possible. AI tools may well be able to efficiently analyse that output in the future, but it cannot help us with the inputs needed to generate those results.

Elena Cavagnaro · Answer

Duirng THE INC conference, held on June 5-7, 2024, AI and its impact on hospitality was widely discussed. However, all discussion centered on the economic dimension of sustainability with AI prized for its ability to support hyper-personalisation of the hospitality and tourism offer, including but not limited to personalized pricing. No mention was done of the environmental impact of AI, of breaches of intellectual property, or of biasess. That was really frightening. I hope my collegues have better news!

Adam Maclennan · Answer

There is no doubt that AI will be key to many solutions to hospitality sustainability challenges. Tools are being developed to assist with the tasks of ESG measurement, monitoring, and reporting, which are important steps in most ESG journeys. Tools, which accurately collect, analyse, and act on large quantities of data, and automate decision-making processes to reduce waste, energy, and water consumption, should appeal to business leaders focused on financial returns alongside sustainable development goals. The challenge for leaders will be deciding which AI-powered tools to invest in, how they impact the bottom line, whether they affect the guest experience, or infringe on the rights of stakeholders. The decision should be prioritised based on materiality assessments, a good understanding of your operating environment, your financial statements, important data and metrics produced by your business, the regulatory frameworks where you operate, and whether they free up resources for the next important task. The teams responsible for ESG in hospitality businesses need support, collaboration, meetings with industry peers, testimonials, benchmarks, and human learning and intelligence to determine which AI tools make sense for their business. Sharing best practices and networking with ones peers is increasingly important in this everchanging landscape.

Sven Wiltink · Answer

To understand our sustainability challenges better, we need to use data to measure and improve performance and learn from the best in our industry. AI closes the gap between data collection and decision driven impact solutions. For example, with AI, we can forecast energy and water consumption based on occupancy, weather, and planned local events. This approach can also be applied to building development. Additionally, menu engineering can also promote dishes nearing their shelf life and personalise sustainability preferences in guest profiles. It’s a matter of connecting dots (systems) to prioritise the positive impact on guest experience and the overall sustainability performance. Additionally, education in sustainability is crucial for achieving our environmental footprint reduction targets as well as improving our social handprints. Allowing AI to support with training plan development within and beyond the scope of the hospitality industry allows hotel operators to choose from a wider range of topics and also streamline the needs for their property or team.

Nicolas Dubrocard · Answer

AI is used for food waste monitoring and it may rise some questions.

Marc Lorès Panadès · Answer

AI is not a panacea for all our sustainability challenges but a powerful tool whose efficacy relies heavily on the blend of technological integration and human-centric strategies.

Jonathon Day · Answer

Anyone who has played around with AI – even just a little – will be amazed by its potential. There is no doubt that AI will be a useful tool increasing sustainability in tourism. Sustainability in tourism – and all social systems – is a complex, complicated problem (or set of problems). It is challenging to see all the moving parts and to understand the interactions between actions. AI has the potential to help us connect dots and surface possible solutions in new and exciting ways. Of course, there are still caveats that we must consider. 1. Garbage In, Garbage Out: We need to ensure that we are building our AI based on effective inputs. 2. We need to recognize that human behavior is core to many of the solutions in sustainability. Even with the perfect answer to "what should we do," getting people to do it is a completely different set of challenges. Let us embrace new technologies and utilize AI to help us solve sustainability in tourism. And let's stop looking for "silver bullets" that provide a single, simple answer.

Marloes Knippenberg · Answer

Artificial Intelligence (AI) is undoubtedly a powerful tool when paired with the right resources. Regarding the hospitality industry, when integrated and interconnected with traditional technologies, leveraging AI can improve efficiency, sustainability, and overall resource optimization. Currently, AI is not the main answer for all sustainability challenges. Even though AI can significantly contribute to sustainability efforts, to maximize its effectiveness it must be integrated with other traditional technologies and human overview. This starts with understanding what AI is, how to use it, and its risks. Firstly, there is still confusion between traditional (or non-AI) technology solutions and AI driven solutions. At Kerten Hospitality for example, we have ensured our team members have been trained in better understanding of AI and its uses, as well as the risks and best practices related to it. Another key element of using AI to its best potential is improving the overall quality and quantity of data collected, as AI is highly dependent on the data it learns from. Lastly, it is important to remember that AI is a tool, and therefore is missing human characteristics, such as ethics, empathy, and human creativity.

Henri Kuokkanen · Answer

Generative AI will undoubtedly have enormous potential to improve sustainability in hospitality and beyond, possibly more than any previous technological breakthrough. But equal to the previous breakthroughs, we (the guests that the industry relies on) must show interest in this. As long as the discussion revolves around whether guests have the right to use ridiculous amounts of water in locations in drought, or eat foods brought from half a world away just because their every desire has to be met, we are stuck in the stone age of sustainability. We risk falling prey to the myth of the technological fix (Oelschlaeger, 1979), a common misconception that technology will solve a problem for us. We are the problem, and only once our fundamental attitudes change can true sustainability transformation, supported by AI, start. Let's not wait for something else to do this for us, or we might find ourselves in a science-fiction future where AI, having analyzed the state of the planet based on climate and biodiversity research, will set and enforce the limits of consumption for us to protect Earth. Oelschlaeger, M. (1979). The myth of the technological fix. The Southwestern Journal of Philosophy, 10(1), 43–53.

Arjan van Rheede · Answer

Leveraging AI for Operational Efficiency in Hospitality Artificial Intelligence (AI) transforms hotel operations, enhancing guest experiences while reducing Greenhouse gas (GHG) emissions. Let's explore some specific applications: Climate Control and Energy Efficiency: HVAC Optimization: AI can dynamically adjust heating, ventilation, and air conditioning (HVAC) systems based on real-time weather conditions and room occupancy. This ensures guest comfort while minimizing energy consumption. Breakfast Buffet Management: Improved forecasting algorithms help optimize food quantities during breakfast buffets. AI considers guest preferences, occupancy, and time of day to reduce waste and enhance guest satisfaction. Sustainable Practices: Transport Recommendations: AI can suggest sustainable transportation options for guests travelling to or from the hotel. To make a better choice between between e.g. international train alternative, airplane to reduce GHG emissions. Also options like electric shuttles, bike-sharing, or public transit, can be included. GHG emissions: It's essential to recognize that AI itself has a high CO2 footprint. The source of energy used matters—whether it's renewable or fossil fuels. Hotels should take this in consideration when using AI to mitigate any negative environmental effects. In summary, AI empowers informed decisions, efficiency gains, and positive environmental impact. Balance is key.

Malu Boerwinkel · Answer

AI is ushering in a new era of innovation and efficiency within the hospitality industry by enhancing utility consumption and waste management, ensuring regulatory compliance, and promoting eco-friendly behaviors among guests. These benefits appeal to managers for their cost-effectiveness and competitiveness, while environmental advantages, like reducing food waste, are clear. Yet even the most adamant proponent of AI recognizes the challenges of data privacy, ethics, and the risk of over-reliance on technology. Often overlooked are the energy demands of AI, such as AI-powered chatbots consuming the energy equivalent of 33,000 homes. Additionally, demand for new data centers to support AI is rising, with their own significant environmental and social issues. To ensure AI is sustainable, early reporting on resource use and sustainability goals is crucial. Collaboration with AI experts, scientists, and communities is needed, and organizations should provide yearly reports to understand costs and monitor sustainability. But even with these measures in place, skepticism remains of this tech-solutionist view of AI as an answer to pressing global challenges. We must question if these technological solutions are truly necessary and are worth the trade-offs, or if there are alternative paths to achieve genuine climate solutions and actual sustainability.

Maribel Esparcia Pérez · Answer

In the context of AI implementation in commercial assets, it is critical to understand how the technology is being adopted in infrastructure and buildings. The use of emerging technologies such as IoT, automation, RFID, BIM, AR, and VR helpsreduce hotels' impact. They can help industry leaders take a proactive approach to resource-use efficiency, real-time impact monitoring, and prevention. Data fosters the hospitality industry's resilience and supports asset managers, operators, and owners to make informed decision-making about operations. For instance, utilizing satellite data and climate-risk-related modeling helps with climate change adaptation and mitigation strategies. One of the challenges ahead is to upskill talent to use these tools and emerging technologies in operations in an efficient manner. Regarding guest experience, technologies such as AR/VR can showcase hotel assets pre-stay, make informed content on local natural and cultural heritage protection, create alternative revenue-generating opportunities while minimizing environmental and social impact, and reduce tourism externalities. Overall, an ethical use of AI will enable a scenario where accommodation can be leverage tools to be more efficient and enhance stakeholders and shared value creation.

Lucienne Mosquera · Answer

AI and technology are transformative tools in sustainability, particularly in the hospitality sector, but they have limitations. AI can optimise energy use and provide insights but cannot perform physical tasks like insulating walls or bridge the skills gap needed for sustainable construction. Implementing sustainability measures requires skilled labour and new practices, which AI alone cannot replace. Economic barriers like split-incentives also hinder sustainability goals, as do budget constraints and technical challenges. Human-centric strategies are essential to bridge the performance gap. Training programs and effective project management are crucial for equipping the workforce with sustainable practices and ensuring projects meet goals. Aligning stakeholder incentives is vital for a holistic approach. SustainCRE exemplifies this by combining technology, services, and funding to simplify retrofits, reduce risks, and achieve energy performance upgrades. AI enhances sustainability in hospitality by optimising systems, managing waste, and personalising guest experiences to encourage eco-friendly choices. It also plays a critical role in decarbonising buildings by optimising design, construction, and material selection, promoting low-carbon alternatives. Overall, AI must be integrated with human expertise and strategic oversight to achieve sustainability goals. This holistic approach, as demonstrated by companies like SustainCRE, is necessary for the hospitality industry to realise AI's full potential.

Willy Legrand · Answer

Human ingenuity or artificial intelligence? Why chose when you can have both? Recent discussion across the hospitality sector seems to lead to this conclusion: the foundation of sustainability remains rooted in human education and intervention [1]. But surely, the future is not about choosing between human ingenuity and artificial intelligence, but in harmonizing the two to create an ecosystem where technology supports and, most importantly, accelerates sustainability actions. Beside the powerful predictive power of AI as mentioned in the viewpoint, one of the most efficient strategies for scaling sustainability technology in businesses is to achieve cost equivalence with less environmentally friendly or carbon-intensive alternatives [2]. High costs of some sustainability tech lead to a "green premium" which is an issue when trying to move hotel owners and investor towards action. AI supports research and development and may speed things up reducing time and costs in the manufacturing of efficient solutions [2,3]. While data points to the application of AI being largely in the field of asset condition monitoring, predictive maintenance, production process, energy management and supply chain optimization [4], those fields are not foreign to the hospitality industry. In this industry, we deal with data quality issues, with carbon accounting issues including unmapped carbon along our supply chain, with energy efficiency targets, with increased regulations and those challenges can be tackled with the help of AI. And AI has also a place in the operations especially in F&B [5]. One interesting example: Hotels, similar to any other buildings, are equipped with complex, but essential systems including domestic hot and cold water systems, cooling towers, heating infrastructure, chilled beams, and HVAC heat exchangers and so on. Some AI solutions are designed to enhance the monitoring and management of water consumption, enabling speedy detection of leaks and inefficiencies which 1) can cause significant damage to the property and 2) are directly linked to a decreased in water usage and associated carbon emissions (e.g. hot water production, pumping systems etc.) [see example: 6]. We may be at the ‘awareness’ stage regarding what AI technological solution can do. A mapping of AI and technological solutions that cater specifically to sustainability in the hospitality industry would be beneficial. [1] Bortnikova, O. (May 24, 2024). Is AI the key to green travel solutions? PhocusWire. https://www.phocuswire.com/tripsider-AI-key-to-green-travel-solutions [2] McKinsey & Company. (June 18, 2024). A radical approach to cost reduction at climate tech companies. https://www.mckinsey.com/capabilities/sustainability/our-insights/a-radical-approach-to-cost-reduction-at-climate-tech-companies [3] Sala, L., & Tohani, M. (March 13, 2024). Market Insight: 10 Applications Of AI For Sustainable Manufacturing. Verdantix. https://www.verdantix.com/report/market-insight-10-applications-of-ai-for-sustainable-manufacturing [4] Legieri, A. (n.d.) Using AI To Accelerate Your Sustainability Strategy. Verdantix. https://www.verdantix.com/insights/webinars/using-ai-to-accelerate-your-sustainability-strategy [5] Sahota, N. (March 13, 2024). AI In The Culinary World: Revolutionizing Restaurant Ops & Customer Experience. Forbes. https://www.forbes.com/sites/neilsahota/2024/03/13/ai-in-the-culinary-world-revolutionizing-restaurant-ops--customer-experience/ [6] wint.ai (n.d.). Success stories. Wint Water Intelligence. https://wint.ai/success-stories/.

Christopher Warren · Answer

AI is already making inroads into delivering sustainable hospitality. For example our intelligent heating/cooling system, Comfort Controller, has saved 60% in energy use in self-contained apartments located in a tropical environment where room conditions must be maintained to avoid mould growth. Our My Green Butler service provides ecofeedback to guests staying at a leading timeshare property in the UK which recorded savings of 24% in electricity and 15% in gas. Using AI for gamification at a leading European theme park guests see their conserving performance on a leader board. A pilot test shows eco-feedback can save 24% in electricity and 14% water savings. We apply AI to inform staff and guests during extreme weather events to apply adaptive measures to reduce demand for energy and increase guest (and staff) comfort and wellbeing in times of stress. AI can also be applied to training by recording the performance of individual staff members and providing educational dashboards so they can see the difference they make in real-world settings. Our climate action service Climate Champion saves 250 working days per annum permitting managers to focus on strategy to deliver sustainable outcomes faster.

AI and Sustainable Hospitality: Boon or Bane?

18 experts shared their view

With this in mind,

References

Sustainability in Hospitality

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