The future is
data
Artificial Intelligence (AI) has become an inextricable part of the hospitality industry. Our research centre Data-driven Hospitality led by professor Martijn Zoet finds new applications of AI every day to enhancing customer experiences, streamlining operations, and improving overall efficiency. Besides the technical part, what does a manager in the hospitality industry need to know and more importantly do and understand about AI. BY LEO FRANSEN [F 1979]
Let data be your guide Data is the lifeblood of AI to learn, make predictions, and perform various tasks. In hospitality we have a lot of (guest) data available. AI is the application that will filter, analyze and structure the data. It revolutionizes the hospitality industry by improving operational efficiency, the ability to make data-driven decisions and redefining guest experiences from general contact to more specialized and personalized contact. Some companies and managers have cold feet but by using application-driven execution of repetitive and simple tasks, hotel staff is enabled to focus on more meaningful, guest-centric tasks.
New skills For managers using AI it is important to have a critical eye on the results and assess the validity and practica lity of the model’s predictions. Always keep in mind to use AI results as a tool to make informed decisions rather than relying solely on the output without scrutiny. Main advice from Martijn Zoet is to just start using AI in your business. ‘Begin with simple applica tions, buy a license for CoPilot (see What 2 use in AI?) or the paid version of ChatGTP. But be aware of the quality of your own data and the risk of incomplete or incorrect data.’ Besides being critical on the result, it is important to ask the right question. Martijn Zoet: ‘Even a small change in your question, can lead to a different answer. Practice asking the right question and ask questions with other wordings to analyze the result.’
You won’t be replaced by AI, but by someone who knows how to apply it.’ excepts growing solution for more easy food waste reduction. ‘A new application makes pictures of your waste and identifies the weight and costs. It does not only give more insight on waste and the reduction opportunities but helps you change the process.’ Hilton used this application during Ramadan in Arabic countries and the recently published results show a 61% reduction. Another, more unexpected, area Martijn sees develop ment of AI is in housekeeping. ‘In some hotels it is an asset if guest only experience the result of house keeping but do not actually see it. With sensors you can scan the presents of the guest in the room but with more data of the guest behavior you can also predict how long the guest will be out of the room or in the hallway.’
Leo Fransen [F 1979] is, besides senior lecturer at HMSM, part of the research centre Data-driven Hospitality, where he applies research outcomes into the daily practice of the industry. Professor Martijn Zoet holds the chair Data-driven Hospitality.
Future As technology continues to advance, AI applications will likely expand, to hyper personalization of guest offers and experiences and increase efficiency in (hotel) operations even further. Martijn Zoet also
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