AI, Data, and Human Connection: Hospitality's Next Chapter at FHS World Dubai

Hospitality Tech's Next Chapter: AI, Data, and Human Connection Ahead of FHS World Dubai

Hospitality is entering a new phase. AI, automation, and personalisation are moving from experiments to daily operations-and the winners will be the teams that pair smart systems with human connection.

Ahead of Future Hospitality Summit (FHS) World in Dubai, eight technology leaders shared where the next 3-5 years are heading. The signal is clear: unify data, automate the repeatable, and put people front and center.

What will transform hospitality next

• AI-native platforms that unify guest communications, operations, upsell, and data into one system (Asif Alidina, Inntelo AI).
• AI agents that manage the entire guest path-from discovery to booking and payment (Daumantas Grigaravicius, Adyen).
• Automation as the base layer for predictive insights and hyper-personalised experiences (Siggi Schrot, RMS).
• Convergence of IoT, AI, and contactless into unified guest platforms (Jack Bowcott, Goki).
• AI-powered personalisation across entertainment, wellness, and in-stay touchpoints (Darren King, ROOMNET).
• Removing cognitive clutter-timing, translations, and logistics-so guests and staff can focus on what matters (Rosanna Wang, Aristara).

Why adoption stalls-and how to fix it

• Fragmented systems are common; 67% of UAE hospitality businesses struggle here (Adyen). Poor data quality compounds the issue (Dailypoint).
• Change management and lack of AI expertise slow progress (Inntelo AI). Integration anxiety and staff resistance add friction (Goki).
• Unclear ROI, legacy tech, and cost vs. value trade-offs stop decisions (RMS, ROOMNET).
• Success depends on modular tools, easy onboarding, and strong training so teams actually use the tech (Aristara).

The fix: open APIs, scalable platforms, and structured training. Expert guidance matters-AI can narrow options, but real-world lessons de-risk decisions (ExploreTECH). As Wang notes, people should handle empathy and complexity while AI makes sure no request falls through the cracks.

Tech should amplify the human touch

Everyone agreed: hospitality is human-first. AI should remove repetitive work so staff can engage, read context, and solve problems with care.

Guests are using AI-68% of UAE travellers use it to book holidays (Adyen)-but they still want people for special requests and complex needs. Data-driven personalisation only works when teams know how to apply it on the floor (Dailypoint).

Untapped opportunities

• Individualised communication and better use of first-party data (Maarten Edelman, Dailypoint).
• Payment data for hyper-personalisation (Adyen).
• "Invisible" tech that improves communication without being distracting (Aristara).
• In-room entertainment as a revenue engine-streaming, gaming, wellness, AI-led content (ROOMNET).
• Predictive operations, revenue optimisation (Goki), dynamic pricing, and data unification (RMS).
• Structured support for independent hotels and regional groups that lack procurement resources (ExploreTECH).

How owners and investors can prepare

• Pick AI-native solutions, capture data early, and build a culture of testing (Inntelo AI).
• Fix infrastructure before chasing trends-data readiness and integration first (Adyen).
• Think ecosystem, not point tools (Goki). Build a digital-first mindset across the organisation (Aristara).
• Choose cloud-based, flexible systems with strong cybersecurity (RMS, ROOMNET).
• Document your current stack and use independent expertise to validate choices (ExploreTECH).

From ideas to action at FHS World

This year's Innovation & Technology track puts these themes into practice. Expect live use cases, system demos, and investor-ready pitches. The Tech Pavilion will offer hands-on exploration, and PitchPoint will showcase the companies primed for capital.

Dates: 27-29 October 2025. Location: Madinat Jumeirah, Dubai, UAE. Hosted with the support of leading partners across the region and beyond. For more on the organisers, visit The Bench.

Session highlights

• The Human Touch, Enhanced: Using AI to Personalize Every Step of the Hospitality Journey
  Moderator: Moussa Beidas, PwC Middle East
  Panel: Asif Alidina (Inntelo AI), Piergiorgio Schirru (Blastness), Marc-Antoine Simon (TikTok MENA), Fouad Talaat (Booking.com)
• Smart Hospitality, Smarter Returns: Measuring the ROI of Automation
  Moderator: Piergiorgio Schirru (Blastness)
  Speakers: Jiri Konecny (Elko EP), Khalid Shiba (HDL Automation)

Next step for your team

If your plan includes AI adoption and staff enablement, line up training before rollout. Start with role-based learning paths and hands-on practice.

• Browse role-specific AI courses: Complete AI Training - Courses by Job
• See the latest practical programs: Latest AI Courses

Bottom line

AI, automation, and personalisation will drive growth. The hotels that win will integrate systems, clean their data, invest in their people, and keep the human touch front and center.