Nadine Böttcher, Head of Product Innovation at Lighthouse, takes a deep dive into how AI will affect the hospitality sector. 


Personalisation is vital for guest journeys, from enhancing satisfaction to fostering loyalty. Generative AI represents a turning point in how guests plan, book and experience holidays. Traditionally, guests navigate research-intensive planning, using booking websites, hotel comparisons and price evaluations before making a reservation. Soon, they may be able to curate their trip through a chat interface, when coupled with automation and connectivity to booking systems.

This introduces a new set of content optimisation principles, allowing hotels to appear in searches based on amenities, location, audience and pricing. Consequently, hotels may find themselves compelled to clearly define their concept and target demographic.

Seamless Experiences

Companies like Air Canada are revolutionising travel by making queues obsolete. Digital IDs and Biometric Facial Comparison Technology are spearheading the elimination of travel hassles. This could revolutionise hotel experiences, from check-in and paying for services, without the need for passports, room keys, or manual check-offs. Although this technology is emerging, it has potential to restore genuine hospitality in hotels, reducing the need for identity verification and enhancing the overall guest experience.

Unprecedented Efficiencies

The post-pandemic era has caused significant labour shortages. However, strategic implementation of AI offers a solution for automating tasks, reducing the burden on staff. Key applications include managing guest communications through chatbots, automating responses to reviews, and crafting content for marketing campaigns. The rise of AI is likely to spawn a new breed of specialists. This shift promises to reshape the hospitality landscape, offering unparalleled efficiencies at scale.

Accessibility to Expertise

Hotels lack resources to employ specialised experts in every aspect of operations. However, with guests becoming increasingly discerning, the need for expertise is imperative, but AI offers a transformative solution. AI brings unique opportunities as specialised GTPs emerge that can be queried for suitable strategies with specificities from hotel type, market to operational challenges. If paired with the right data sets, we will see an impact on revenue strategy compared to traditional price recommendation algorithms. Revenue managers will be able to seize every revenue opportunity automatically, as pricing adjusts in real-time with AI driven recommendations

The Rise Of The Creative Hotelier

The hotel battles with a reputation for long working hours, tedious tasks, and little career growth potential. As AI emerges and takes on routine tasks, hoteliers can foster a new generation of creative hosts where roles are centred around high-value-add guest interaction, strategic interdepartmental collaboration and a higher degree of ownership.