The impact of artificial intelligence on enhancing guest experience in luxury hotels in Kuala Lumpur, Malaysia

This paper explores the influence of Artificial Intelligence (AI) in improving guest experience in luxury hotels in Kuala Lumpur, Malaysia. As AI technologies become more commonly used in the luxury hotels to satisfy emerging guest needs, this study seeks to explore how chatbots, smart room systems, facial recognition, and robots for service impact guest’ s satisfaction, convenience, and loyalty. Adopting quantitative research design, data was gathered through a survey instrument that was distributed to 400 hotel guests from different star-rated hotels in Kuala Lumpur. High levels of guest satisfaction and that they are highly correlated with the positive impact of AI on customer loyalty. AI is the highest visit intention if its adoption in the future as they do now. Yet, difficulties such as technical problems, having no support, and concerns regarding privacy of data were also mentioned. The study finds that while AI can be a game-changer in quests experience, capturing the value of the technology requires to solve technological, ethical, and operational challenges in order to create a seamless integrated service environment.