A paradigm shift in spa operations due to AI

Spas must support their staff to keep up with the pace of change

Andrew Gibson, founder, Andrew Gibson Advisory LLC

Having worked in global roles with Six Senses, Mandarin Oriental and Accor during his career, Andrew Gibson brings a wealth of consultancy experience to the industry. He believes society will experience a paradigm shift in the way we live thanks to AI. “Acceptance of AI and virtual reality in hospitality is already present,” he says, “for example in the automation functions of guest room entry, virtual hosts, and automated check in.”

He notes that with the right data and intuitive analysis, AI will be able to ensure a personalised experience for every guest. “Preferences for therapist, time of day, type of treatment, oils, scent, lighting will all be prepared,” he says. However, while this will satisfy many guests, Gibson notes that “it could also be incredibly annoying if you want to try something out of your usual habits and practices.”

Concerns around data

Gibson also warns of the potential dangers of AI relating to data privacy. “The pace of change and use of algorithms in every internet interaction presents a complex dilemma for law makers,” he says. “This will require small, and family-run companies to be careful in the application of any AI-facilitated services. Big organisations will have a legal team to support spa and wellness managers and ensure that any use of AI has been legally scrutinised and checked before implementation.

“I have already experienced one spa with face-recognition entrance, all treatments and services made available through online apps, and face recognition entry to treatment areas with rooms set up to your preferences.”

Future forward

Gibson believes that in the future spa and wellness providers will be able to create new experiences for their guests. “Massage is one example where the latest versions are noticeably robotic, but as AI gathers data and the machines become more sophisticated and adapt to individual requirements, it is likely to become a feature in many spas,” he says.

“I embrace the addition of AI but I do not want it to replace the natural methods of enjoying a treatment with a good therapist, which transfers energy between two people, or the ability to enjoy nature wherever possible.” www.linkedin.com/in/andrewgibson2