Artificial Intelligence in the Hotel Sector

Artificial intelligence has the potential to radically transform the hospitality sector globally, but the players will have to be able to adapt to notable distinctions based on the geographical origin of their customers. This is one of the conclusions of the study conducted on the subject by Mazars, which assessed the possible impact of technology on the experience and expectations of customers in the sector.

A Mazars analyzed the point of view of tourists from 5 countries (Germany, China, USA, France and the UK) on the use of Artificial Intelligence (AI) in this area. The study "Artificial Intelligence: A Game Changer in the Hospitality Industry" highlights (1) the strong potential for AI applications at a global level, driven by technological evolution and growth opportunities, (2) a clear distinction in preferences, especially comparing Chinese and Western travelers, (3) a regional difference in terms of preferred offer and, finally, (4) a distinction regarding the willingness to share personal information in order to take advantage of AI-related services.

A IA has the potential to profoundly transform and revolutionize the hospitality sector. The use of powerful systems and algorithms capable of analyzing large amounts of data can not only help provide information that is more specific to customer needs, but can also be used to anticipate seasonal changes and develop more targeted services. AI in the sector is present in smart hotel rooms, chatbots, robot concierges to deal with the process of check-inThis frees up employees for more complex tasks, such as providing prices in real time or directing customers to local activities.

Some of the main results of this study:

• Room to grow: 48% of Western travelers can't recall any significant experience related to innovation in the hotel sector.
• Chinese tourists surveyed are particularly receptive to new services that make use of artificial intelligence: these influence the choice of hotel for 75% of these travelers, compared to an average of only 31% of travelers from the US, UK and Germany.
• Travelers would like to find: (1) customized recommendations for activities near the hotel, (2) the use of virtual reality to experience a virtual tour of the hotel and (3) the display of prices in real time. The main preference for Chinese travelers, on the other hand, is to control their room via a smart device.
• 80% of Western tourists and 97% of Chinese tourists are prepared to share at least one piece of personal data in order to access AI-related services at their hotel.

 Depending on the origin of the travelers surveyed, there is a strong disparity in terms of AI-related experiences and expectations during a hotel stay. For example, AI is much more anchored in the habits of Chinese tourists than Western tourists. In addition, personal information is a crucial element in AI processes and machine learning. Given these results, it seems necessary for the hospitality sector to be able to guarantee the public the security of their data, so that they can share it and ultimately receive a better AI experience.

The study, "Artificial Intelligence: A Game Changer in the Hospitality Industry", was conducted among 750 upper-class travelers in Germany, China, the USA, France and the UK, who had traveled for leisure in the 12 months prior to the collection of responses via a form. online.