How AI Is Enhancing Hospitality’s Human Touch and Guest Experience

How AI Is Enhancing Hospitality’s Human Touch

At HITEC 2025 in the Indiana Convention Center, artificial intelligence (AI) took center stage as a key topic. Discussions explored AI’s origins, benefits, and risks, with a focus on its role in hospitality. One standout panel, “AI Done Right: How to Enhance Guest Experience, Increase Profit, and Avoid Common Pitfalls,” brought together industry leaders to share practical insights.

Despite concerns that AI might replace the human element in hospitality, experts emphasized that AI actually supports and improves personal guest interactions.

Personalizing Guest Experiences

John D. Burns, President of Hospitality Technology Consulting, highlighted how AI helps hotels get to know guests as individuals. By tracking preferences, AI enables tailored experiences that were often overlooked in the past.

“AI helps deliver surprises once you understand who the customer is,” Burns said. “We need to start by asking, ‘What do our guests want?’ Then AI can help us delight them in ways like early check-ins or extended check-outs.”

Speeding Up Service and Boosting Revenue

Martin Chevalley, CEO and Co-Founder of InnSpire, pointed to AI’s impact on check-in processes. Automating these interactions speeds up service, improving guest satisfaction and driving additional revenue.

“Guests appreciate quick responses for check-in, requests, and help,” Chevalley explained. “The positive feedback shows these AI investments pay off.”

Smart Upselling Through Guest Profiles

Mike Coscetta, President of Mews, shared an example from a European property using AI-powered kiosks during check-in. The system asked guests questions to understand their needs, such as co-working spaces or meeting rooms.

This approach created personalized offers that felt natural, not pushy. “Revenue per room rose 40-50%, and guest satisfaction scores increased by 25%,” Coscetta noted. “The hotel became a concierge, offering more valuable experiences seamlessly.”

Making Upselling Comfortable and Effective

Seth Bolt, Founder of Bolt Farm Treehouse, compared AI upselling to what customers experience at fast-food kiosks. Automated suggestions on a screen feel less intrusive than repeated verbal offers.

“People are used to upsells on screens,” Bolt said. “If a human offered nine upsells in a row, it would feel pushy. Technology makes these moments smoother and more accepted.”

Supporting Staff to Deliver Better Service

AI also improves working conditions for hospitality staff by automating routine tasks. This lets employees focus on what matters most: engaging with guests.

Burns emphasized the benefit: “AI can help with scheduling, recognition, and reducing manual work. That means staff are more motivated and present, which leads to better guest experiences. Hospitality is a people business, and AI helps us take better care of our people behind the scenes.”

For hospitality professionals looking to deepen their AI knowledge and skills, exploring specialized courses can be a valuable step. Resources like Complete AI Training’s hospitality-focused courses offer practical guidance on integrating AI tools effectively.