AAHOA Endorses the Ethical and Beneficial Use of AI in the Hotel Experience
AAHOA, the Asian American Hotel Owners Association, endorses 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 Aug. 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 better 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,” said AAHOA President & 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,” said 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.”
By fostering an open dialogue with guests, AAHOA aims to build trust and understanding, demonstrating its commitment to leveraging AI technology responsibly and in the best interest of our valued patrons. Our goal is to always create memorable experiences for each guest while maintaining the highest ethical standards.