This research explores the benefits, challenges, and impacts of artificial intelligence (AI) in the hotel industry. Utilizing a qualitative approach, the study examines how the industry has sought to advance technologically. Nine hotel and technology executives from across the United States participated in semi-structured interviews, discussing key topics about artificial intelligence, such as its implementation within hotel properties, effects on employees, and satisfaction with guests. Participants emphasized several challenges, including the early-stage development of AI and the difficulties of integrating it into existing hotel systems. The findings suggest that, although artificial intelligence is set to play a significant role in the future of the hotel industry, its full impact on employees and guests has yet to be realized. Participants also emphasized the importance of employees embracing technology rather than fearing displacement. The importance of preserving a human presence among employees and ensuring that automation does not alter the guest satisfaction experience is highlighted. Valuable insights into the intentions of hotel executives and the future direction of their establishments, such as the potential benefits artificial intelligence could bring for both executives and guests, are revealed, providing recommendations for successful integration.
Malone et al. (Thu,) studied this question.
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