Joe Watkins, the newly appointed Head of AI and Data at Journey, says artificial intelligence is enabling hotels to deliver personalized guest experiences and stronger financial performance. Journey's platform is used by more than 750 hotels worldwide, including luxury properties Chewton Glen, Grantley Hall, and The BoTree.
Watkins explained that AI moves hotel operations beyond traditional revenue management. It allows for smarter commercial decisions and more tailored guest interactions. For hotel managers, keeping up with AI for Hospitality & Events is no longer a future concern-it is a current operational need.
Beyond revenue management
Hotels have long relied on historical data and manual pricing adjustments. Watkins said AI now enables real-time analysis of booking patterns, competitor pricing, and local events. This helps revenue teams set rates that reflect current demand rather than past averages. The shift cuts the time spent on spreadsheets and increases the accuracy of forecasts.
Data-driven commercial decisions
AI tools are also changing how hotels manage costs and negotiate with suppliers. According to Watkins, machine learning models can identify spending inefficiencies and recommend contract adjustments. The same data can inform marketing campaigns, directing offers to guests most likely to book. The result is a tighter connection between operations and revenue outcomes.
Challenges and what's next
Watkins acknowledged that integrating AI requires clean data and staff training. Many hotels still work with fragmented systems that make data unification difficult. He predicted that the next wave of hospitality technology will focus on predictive personalization-anticipating guest needs before they are expressed. Voice-activated room controls and automated concierge services are also on the near horizon.
Why this matters for hospitality and events professionals
AI is not just for large hotel chains. Boutique properties and event venues can use the same tools to improve guest satisfaction and profitability. Professionals who understand how to interpret AI-driven insights will be better positioned to lead commercial strategy. The technology is moving from back-office analytics to guest-facing applications, making AI literacy a practical requirement for career growth in hospitality.
Your membership also unlocks:
