Generative AI in the Hospitality Industry

This report analyses and explores the primary research question of how Generative AI is transforming professional practices and customer experiences in the hospitality industry. This study follows a qualitative research design with 12 semi-structured interviews with hospitality business professionals. The sample group for this study was selected from a wide range of professionals with different roles within the hospitality industry, in order to get a wide perspective on how Generative AI affects the industry as a whole. The study will investigate current Generative AI use cases, the operational friction it solves, and the future expectations of the technology in the hospitality industry.

Our analysis reveals that Gen AI is driving the transformation of operational practices by automating routine communications, which drastically reduces administrative workload. Furthermore, professionals note challenges with AI, such as hallucinations in the generated answers and a degradation of human elements due to being too reliant on the technology. Finally, the future outlook suggests a rapid transition towards automated tasks, alleviating the staff of crude workloads and providing structured information or automated tasks.