The growing use of digital innovation in the hospitality industry is pushing organisations to rethink the way they operate. Smart rooms, AI-powered chatbots and robot concierges are designed to provide guests with a more seamless check-in experience, real-time pricing or answers to questions on local dining and sightseeing options. These are just some of the ways that the industry is exploring how to harness AI and digital innovation to create a unique guest experience.
Although plenty of technological ideas are arising, the practical aspects of implementing change and importantly, highlighting the value to guests is not so clear cut. The fact that many aspects of AI and digital innovation take place behind the scenes means the hotel’s tailor-made service offering is not always immediately apparent to customers. Based on our own insights into the use of AI and the hospitality industry*, Mazars has put the spotlight on three ways the industry can highlight the value of digital innovation to guests.