AI in Hospitality: Beyond the Buzz, Real Strategies for Real Results

AI is no longer futuristic. It’s here, and it’s changing the way hospitality businesses operate—from front desk to back office, from guest expectations to daily operations.

But let’s be honest:

Are you using AI to solve real problems—or just reacting to the buzz?

The Real Challenge: More Tech, Less Time to Think

Across the industry, hotel executives face a growing tech stack—and growing pressure. From AI concierge bots to predictive analytics, every vendor is promising “next-gen results.”

Yet despite the hype, a 2023 Deloitte survey found that only 30% of travel and hospitality companies have adopted AI across core functions.

“Technology should never exist in a vacuum,” says Joanne Vaughan, CEO of HRS Hospitality & Retail Systems.
“The real question isn’t what’s possible with AI, it’s what actually helps our customers run better operations and deliver better guest experiences.”

That’s where many strategies fall short. They focus on features, not fixes.

Why It Matters: Falling Behind Isn’t Just a Tech Issue

In a 2024 Skift report, 67% of hoteliers said improving operational efficiency was their top priority, but most admitted they don’t know where to start with AI.

Without clear strategy:

• Teams get overwhelmed by new tools.

• Guest experience becomes inconsistent.

• Valuable data goes underused—or ignored.

Worse, the competition isn’t waiting. Brands that integrate AI early are already improving service, increasing margins, and reducing manual workload.

What Works: 3 Real AI Wins from the Front Lines

AI isn't about replacing staff, it’s about augmenting what works and fixing what doesn’t. Here's what’s working in the field:

1. AI + PMS = Efficiency in Action

Hotels using AI-powered dashboards connected to their PMS are optimizing room pricing, predicting no-shows, and scheduling housekeeping dynamically.

💡 Example:
One European resort using AI for staff scheduling reduced labor costs by 12% over six months.

2. Smarter Chatbots, Happier Guests

Generic bots are fading. Modern AI-powered assistants trained on real FAQs and workflows are now resolving up to 70% of guest inquiries without human handover.

“We’ve seen properties boost guest satisfaction just by giving their teams breathing room,” Joanne adds.
“Technology is most impactful when it empowers people—not replaces them. The goal isn’t automation for its own sake, but enabling hospitality teams to focus on meaningful, guest-facing work.”

3. Predictive Maintenance = Cost Avoidance

IoT and AI-based monitoring now allow for early detection of technical issues, before they become expensive.

Hotels using predictive systems for HVAC and elevators report up to 25% fewer emergency repairs, and longer equipment lifespan.

A Leadership Mindset: Ask Smarter Questions

Adopting AI isn’t just an IT decision. It’s a leadership decision.

“It’s easy to get distracted by the latest tech trends,” says Joanne.
“But meaningful innovation starts by asking the right questions, what challenges are we solving, and how does technology help us do it better?”

Final Thought: From Trend to Transformation

It’s easy to fall behind when technology feels overwhelming. But the hospitality businesses getting results aren’t doing more—they’re doing what matters.

So, ask yourself:

• Where are your teams losing the most time?

• Where are guests losing patience?

• What insights are you leaving on the table?

AI isn’t the answer to everything. But it is the tool that helps the right people focus on the right work.

✅ Ready to make AI practical?

📖 Read more about how We help hotels integrate smarter tech into their daily operations
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About Joanne Vaughan

Joanne Vaughan is the CEO of HRS Hospitality & Retail Systems, Oracle Hospitality’s largest global partner. With over Three decades of experience leading international teams and driving digital transformation in the hospitality and retail industries, Joanne brings a forward-thinking, customer-focused approach to leadership. Her insights reflect a deep understanding of industry challenges and a passion for building long-term value for clients worldwide.

Reference List

Deloitte, 2023. 2023 travel and hospitality industry outlook. [online] Deloitte United States. Available at: https://www2.deloitte.com/us/en/pages/consumer-business/articles/travel-hospitality-industry-outlook.html [Accessed 1 June 2025].

Skift Research and Oracle Hospitality, 2024. 2024 Hospitality Tech Trends. [online] Skift Research. Available at: https://research.skift.com/report/hospitality-trends-2024 [Accessed 29 May 2025].

McKinsey & Company, 2023. Reimagining service operations with generative AI. [online] Available at: https://www.mckinsey.com/capabilities/operations/our-insights/reimagining-service-operations-with-generative-ai [Accessed 5 May 2025].

MIT Technology Review, 2023. How AI is changing customer service in hospitality. [online] Available at: https://www.technologyreview.com/2023/07/01/1076205/hotel-chatbots-ai-customer-support/ [Accessed 2 May 2025].

PwC, 2023. Predictive maintenance and Industry 4.0 technologies in hospitality. [online] Available at: https://www.pwc.com/gx/en/industries/technology/publications/industry-4-0.html [Accessed 2 May 2025].