One of the major challenges for the hospitality industry is the shift of power that AI is bringing. Disruptive technology not only opens the door for non-traditional players, but it also gives travellers the freedom to research, book and pay for trips independently through their smart devices. With touch points expanding, how the industry reacts to such changes will be crucial for future success. Of course, the industry has constantly evolved and transformed to meet the changing expectations of travellers. It could therefore be argued that the recent advancement in technology is simply the next step for an industry that has always embraced innovation to cater for guests’ needs. However, with AI set to touch every aspect of life in the future, the industry’s approach – to what the World Economic Forum is calling the 4th Industrial Revolution – will need more careful consideration by all players involved.
Based on our own involvement and research of the industry** we have articulated what such transformation looks like in the form of four pillars.