Skip to content

Search

Latest Stories

AAHOA endorses ethical, beneficial AI in hotels

Hoteliers must emphasize transparency to address concerns, according to AAHOA

AAHOA endorses ethical, beneficial AI in hotels

AS ARTIFICIAL INTELLIGENCE continues to permeate society on every level, there is a place for it in the hotel industry, AAHOA said. AI technology can improve operational efficiency and cut costs, the association said, but it must be developed and used ethically.

AAHOA referenced two recent research studies, one conducted by the Conrad N. Hilton College of Global Hospitality Leadership at the University of Houston, and another by Morgan Stanley, to endorse the integration of artificial intelligence into hotels for enhanced guests’ experience.


The University of Houston's study explored AI's transformative impact on the industry and its acceptance among hotel guests. Meanwhile, Morgan Stanley's research report released on August 18, titled "AI for Hotels: Will the Hotel of the Future Fit in the Palm of Your Hand?” documented the benefits of hoteliers, online travel agencies and hotel brands adopting AI technology early.

"Artificial intelligence has the potential to revolutionize the entire travel experience, spanning research, booking, on-site engagement, and post-stay interactions," Morgan Stanley analysts wrote in the report. "From an owner/operator perspective, AI holds the promise of enhancing personalized experiences and reducing costs, leveraging opportunities for increased tech integration within hotel systems."

AI opens new avenues for hotels

As AI technology continues its impact on the hospitality sector, it opens up new avenues for hotels to provide tailored services, thus enhancing the guest experience.

“For instance, through optimized workforce management, AI enables hoteliers, many of whom are small business operators, to enhance resource allocation,” AAHOA said in a statement. “AI also assists these operators in predicting booking and stay patterns, facilitating improved inventory and staff management, competitive room pricing, and the discovery of untapped revenue streams.”

AI-driven chatbots and virtual assistants mitigate labor scarcities by managing tasks such as standard guest queries. Consequently, hotel personnel can concentrate on high-touch services and intricate assignments, fostering personalized guest experiences, AAHOA said.

The association acknowledged the consumer's balance between benefits and risks in this evolving scenario. It said that hoteliers must prioritize transparency and effective communication to alleviate concerns, particularly regarding sensitive matters like data privacy.

"As an industry leader, AAHOA is dedicated to utilizing AI as a tool for innovation and enhancement, making the guest experience more personalized," said Laura Lee Blake, AAHOA's President & CEO. "We maintain our commitment to ethical practices, transparency, and ongoing improvement of the guest experience through the integration of AI technology."

"From online booking to keyless entry, hotels have spearheaded technological change and innovation, streamlining operations and enhancing guest service," said AAHOA chairman Bharat Patel. "Artificial intelligence provides an additional tool for business management, growth positioning, and improved customer experiences and relationships. AAHOA members, as small-business owners, look forward to AI's potential in fulfilling these objectives."

By encouraging open dialogues with guests, AAHOA said it aims to establish trust and comprehension to ensure the responsible use of AI technology.

“The goal is to consistently create memorable experiences for each guest while upholding the highest ethical standards,” AAHOA said.

Artificial intelligence was one area of collaboration AAHOA discussed with Indian Prime Minister Narendra Modi during his recent visit to Washington, D.C.

More for you

American Franchise Act announced in U.S. Congress to protect hotel franchising and jobs

House unveils act to boost franchise business

Summary:

  • House introduces AFA to boost franchise model and hotel operations.
  • The act establishes a joint employer standard.
  • AHLA backs the bill, urging swift adoption.

THE HOUSE Of Representatives introduced the American Franchise Act, aimed at supporting the U.S. franchising sector, including 36,000 franchised hotels and 3 million workers nationwide. The American Hotel & Lodging Association, backed the bill, urging swift adoption to boost the franchise model and clarify joint employer standards.

Keep ReadingShow less
AHLA Foundation expands hospitality education

AHLA Foundation expands hospitality education

Summary:

  • AHLA Foundation is partnering with ICHRIE and ACPHA to support hospitality education.
  • The collaborations align academic programs with industry workforce needs.
  • It will provide data, faculty development, and student engagement opportunities.

THE AHLA FOUNDATION, International Council on Hotel, Restaurant and Institutional Education and the Accreditation Commission for Programs in Hospitality Administration work to expand education opportunities for students pursuing hospitality careers. The alliances aim to provide data, faculty development and student engagement opportunities.

Keep ReadingShow less
U.S. holiday travel 2025 trends

Report: U.S. consumers’ holiday travel intent dips

Summary:

  • U.S. holiday travel is down to 44 percent, led by Millennials and Gen Z.
  • Younger consumers are cost-conscious while older generations show steadier travel intent.
  • 76 percent of Millennials are likely to use AI for travel recommendations.

NEARLY 44 PERCENT of U.S. consumers plan to travel during the 2025 holiday season, down from 46 percent last year, according to PwC. Millennials and Gen Z lead travel intent at 55 percent each, while Gen X sits at 39 percent and Baby Boomers at 26 percent.

Keep ReadingShow less
Report: Global RevPAR to rise 3–5 percent in 2025

Report: Global RevPAR to rise 3–5 percent in 2025

Summary:

  • Global hotel RevPAR is projected to grow 3 to 5 percent in 2025, JLL reports.
  • Hotel RevPAR rose 4 percent in 2024, with demand at 4.8 billion room nights.
  • London, New York and Tokyo are expected to lead investor interest in 2025.

GLOBAL HOTEL REVPAR is projected to grow 3 to 5 percent in 2025, with investment volume up 15 to 25 percent, driven by loan maturities, deferred capital spending and private equity fund expirations, according to JLL. Leisure travel is expected to decline as consumer savings tighten, while group, corporate and international travel increase, supporting RevPAR growth.

Keep ReadingShow less
Hotel data challenges report highlighting AI and automation opportunities in hospitality

Survey: Data gaps hinder hotel growth

Summary:

  • Fragmented systems, poor integration limit hotels’ data access, according to a survey.
  • Most hotel professionals use data daily but struggle to access it for revenue and operations.
  • AI and automation could provide dynamic pricing, personalization and efficiency.

FRAGMENTED SYSTEMS, INACCURATE information and limited integration remain barriers to hotels seeking better data access to improve guest experiences and revenue, according to a newly released survey. Although most hotel professionals use data daily, the survey found 49 percent struggle to access what they need for revenue and operational decisions.

Keep ReadingShow less