Linda Fox of PhocusWire reports from last week’s Mews Unfold event and explores the hotel industry’s engagement with artificial intelligence (AI), emphasizing the need for clean, centralized data, employee training, and the careful selection of AI applications to enhance customer experiences and operational efficiency.
Embracing AI: Insights from Industry Leaders
Travel companies are wrestling with AI’s rapid advancements, questioning the best use cases, data management, and the trustworthiness of the AI’s outputs. Notably, experts advocate for a balanced approach, encouraging companies to embrace AI technology while putting necessary guardrails in place.
Matthijs Welle, CEO of Mews, voiced his optimism for AI in the hotel industry. He highlighted that AI can provide valuable insights from guest data, driving revenue through upselling and personalized experiences. However, he stressed the importance of action, noting that data without application is merely information.
The Data Dilemma: Cleanliness and Centralization
Before AI can work its magic, it is crucial to have clean, centralized data. Bryson Koehler, CEO of Revinate, pointed out an increasing industry trend of “dirty data”. He identified data cleansing as a vital use case, helping to augment the capabilities of marketing or front desk teams.
AI Adoption: Challenges and Successes
Despite its promise, AI implementation in the travel industry is still in its infancy. Welle shared the experience with their internal tool, Glean, highlighting that many employees had yet to log into it after a month. He suggested that the reluctance may stem from a lack of comfort with the technology and a perceived need for training.
Valerie Parkes, senior director of business relationship management for Choice Hotels International, echoed the need for training. She shared that after providing training for their new AI technology, they saw a dramatic increase in engagement.
AI Experimentation and Innovation
According to Carlo del Mistro, chief digital officer of Ennismore, Accor’s lifestyle hotel unit, most hospitality companies are in the experimentation phase with AI. He shared how they are experimenting with internal and consumer-facing tools, emphasizing a culture of continuous experimentation and innovation.
Building a Culture of Innovation
Encouraging hotel employees to engage with new technology is a key challenge. Welle suggested that passionate people should be champions of technology and given the authority to bring about change. He also highlighted the importance of ensuring the technology is user-friendly to encourage adoption.
The Bigger Picture: Technology as a Tool, not a Solution
As the discussion concluded, Parkes advised hotels to stop viewing technology as a panacea but as a tool to achieve desired outcomes. She emphasized the need to define clear outcomes and processes, noting that technology alone cannot fix underlying issues if these are not addressed.
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