AI in Hospitality: from hype to practical value for guests, staff and the business

From ChatGPT and Gemini to Microsoft Copilot, there is absolutely no avoiding it, AI is reshaping how businesses think about speed, delivery, and competitiveness.

“There’s no point burying your head in the sand,” said Matt Bell, Managing Director, Mollies at HOSPA’s Manchester regional event when discussing AI. It is no longer a future concept; Artificial Intelligence is already embedded in many of the tools teams use every day and its role will only get bigger.

Yet feedback from a recent AI workshop we held in London made one thing clear: while the opportunity is real, confidence in AI’s readiness and clarity around its value is still evolving.

One of the strongest themes to emerge was the pressure on businesses to move faster.

AI is often positioned as a solution to speed and efficiency, but simply adopting tools is not enough. To remain competitive, organisations must understand where AI genuinely adds value and where it risks becoming an overused buzzword.

There is growing scepticism around whether everything labelled “AI” truly deserves the title, particularly when it fails to deliver meaningful outcomes.

A security issue

Security and data protection were repeatedly identified as major concerns and, for many, a significant roadblock. Questions around how AI platforms use information, how data is shared, and who can access it remain front of mind. This has led to a preference for working with trusted partners that provide proprietary AI solutions rather than relying on off-the-shelf tools.

In our industry built on trust and personal service, any loss of confidence in data will undermine adoption entirely.

We shared how tools such as Copilot are increasingly seen as our “best friend and colleague” rather than a replacement for human roles. However, this acceptance comes with an expectation: AI must support teams, not distract them.

The goal is to remove friction, especially administrative burden, so staff can focus on what hospitality does best: people.

Remaining true to hospitality

This tension between automation and authenticity sits at the heart of the AI debate in hospitality. How do businesses “make hospitality real” in an increasingly digital environment?

The consensus in the room was that AI should enhance, not replace, human connection. Value must still lend itself to human-generated responses, particularly in moments that matter most to guests.

Communication proved one area most promising. Chatbots, when designed well, significantly improve customer experience reducing frustration and delivering timely responses. Yet care must be taken during implementation. Guests lose patience with generic and overly automated interactions, reinforcing the importance of blending AI efficiency with human empathy.

Phone call analysis offers another powerful use case. AI can analyse calls to understand sentiment, identify trends, and provide deeper insight into guest needs and pain points. Still, participants stressed that this analytical power should complement not eliminate real human conversations. A genuine connection remains irreplaceable.

Long road to travel

The room acknowledged the system connectivity in hospitality remains a persistent challenge. Fragmented platforms, inconsistent data sharing, and poor data quality all limit AI’s effectiveness. When data isn’t good enough, AI won’t be good enough either. Robust data governance is not optional; it is foundational.

Despite enthusiasm, there is still a general lack of confidence that AI is fully ready to do the job it is being designed for. This reinforces the need for extensive training and development.

AI adoption is not a one-off implementation but a learning journey, one that must address both administrative efficiency and deeper analysis of the guest experience.

Ultimately, our workshop revealed strong agreement on one core principle: hotel teams need to be more people-focused, and automation is capable of filling the gaps left by administrative overload.

The next step is moving beyond theory to practical, real-world use cases that demonstrate clear, measurable value. AI in hospitality is not about replacing service with systems. It is about using technology thoughtfully, securely, and strategically to free people to do what they do best: create meaningful, memorable experiences.

We at Focus on Hospitality start with a conversation, to really understand your business and what you want to achieve. From here, we can work with you to build an infrastructure that takes you on that journey and is fit for the future.

Author

Alessandra Leoni, Focus on Hospitality
Helping hotels embrace innovation with empathy, purpose, and confidence.

Alessandra Leoni is Head of Hospitality at Focus Group, leading the Focus on Hospitality division. With over 30 years of hospitality experience including roles as General Manager and commercial leadership positions, Alessandra brings genuine operational understanding to technology strategy. Focus on Hospitality supports 300+ hotels across the UK with technology solutions including WiFi infrastructure, cyber security, telephony, and managed IT services.

Contact: [email protected]