Thursday, June 20, 2024
Home National AAHOA Endorses the Use of AI in the Hotel Experience

AAHOA Endorses the Use of AI in the Hotel Experience

The Asian American Hotel Owners Association (AAHOA) signs on to recent study that examines hotel guests’ acceptance of AI

By Todd R. Berger

8.30.23 AAHOA Endorses AI in Hotel Experience AI-Generated Image
AAHOA sees an ethical and beneficial role for AI in the hotel industry. | Image generated by AI. Photo by LunaLu, Courtesy of Adobe Stock

The Asian American Hotel Owners Association (AAHOA), which represents 20,000 hoteliers and is the largest hotel owner’s association in the U.S., endorsed the findings of a recent study conducted by the University of Houston’s Conrad N. Hilton College of Global Hospitality Leadership. The study examined hotel guests’ acceptance of artificial intelligence (AI)-based systems and how they are reshaping the industry.

Additionally, Morgan Stanley Research on August 18 issued a report, “AI for Hotels: Will the Hotel of the Future Fit in the Palm of Your Hand?,” which documented the upsides of early adoption of AI technologies by hoteliers, online travel agencies, and hotel brands.

“Artificial Intelligence can be a game-changer for the entire travel experience, from researching a trip to booking to engagement on property to continued engagement post-stay,” Morgan Stanley analysts wrote. “From an owner/operator standpoint, AI should also power more personalized experiences and lower costs given opportunities across hotels’ systems for more tech integration.”

As AI technology continues to transform hospitality, it presents new opportunities for hotels to deliver highly personalized services that enhance the guest experience. For example, by optimizing workforce management, AI can allow hoteliers, who are primarily small business owners, to manage their resources more efficiently. AI also can help hoteliers better anticipate trends in hotel bookings and stays, allowing them to manage inventory and staff, price rooms competitively, and identify new revenue opportunities.

AI-powered chatbots and virtual assistants can help overcome labor shortages by handling tasks like routine guest inquiries. AI can allow hotel staff to focus on high-touch services and tasks that have more complex needs, giving guests more personalized services.

AAHOA recognizes the benefit-risk tradeoff that consumers face in this evolving landscape. AAHOA believes that it is essential for hoteliers to prioritize transparency and effective communication to address any concerns related to sensitive areas like data privacy.

“As an industry leader, AAHOA is dedicated to embracing AI as a tool for innovation and enhancement to make the guest experience more personalized and remarkable,” says AAHOA President and CEO Laura Lee Blake. “We remain committed to upholding ethical practices, championing transparency, and continually improving the guest experience through the thoughtful integration of AI technology.”

“From online booking to keyless entry, hotels have been at the forefront of technological change and innovation that help our businesses run more efficiently and better serve our guests,” says AAHOA Chairman Bharat Patel. “Artificial intelligence presents another tool to manage our businesses, position ourselves for growth, and enhance customer experiences and relationships. As small-business owners, AAHOA members are excited about the potential for AI to deliver on these objectives.”