Hospitality should be wary of over-using AI in guest experience
AI can answer questions fast. But if you're running a premium venue, handing too much of the guest experience to bots can make it feel cheap.
Digital marketing and AI expert Will Francis says AI works for basics like FAQs and routine chats, but high-touch moments still need a human. Guests pay for care, context, and nuance - and they can tell the difference.
The line between efficient and "low grade"
Francis shared a recent stay where a WhatsApp concierge made the trip feel special - because a person was replying. If it had been a chatbot, the perceived quality would have dipped, even in a fancy setting.
That's the core risk: use AI in the wrong moments and your brand feels less premium, fast.
Where AI fits right now
- Instant FAQs on websites and messaging apps powered by large language models.
- Pre-arrival information, amenity requests, directions, parking, and check-in details.
- Routing and triaging messages so urgent or VIP requests jump the queue.
- Translation for international guests.
- Turning "big spreadsheets" into clear insights: guest behavior trends, booking patterns, feedback themes, and spend profiles.
Where humans must lead
- Concierge, VIP care, special occasions, and complaint resolution.
- Upselling in premium contexts where tone and timing drive perceived value.
- Any interaction that needs memory of the guest, empathy, or negotiation.
- Final say on sensitive requests, refunds, and service recovery.
Practical guardrails for operators
- Be transparent: label assistants as "bot" and make human handoff one tap away.
- Define the handoff rules: time thresholds, sentiment triggers, spend/VIP flags.
- Measure what matters: CSAT/NPS, resolution time, and revenue per guest - not just ticket volume.
- Pilot by journey stage (pre-stay, on-site, post-stay) and A/B test scripts before scaling.
- Train the model on your brand voice and policies; keep replies short, helpful, and human-like.
- Protect guest data: set retention rules, access controls, and audit trails. For UK teams, review the ICO's guidance on AI and data protection here.
Voices to watch
Francis will join Dean Culpan (general manager, South Place hotel) and David Turner (CTO, Compass Group UK & Ireland) on The Caterer's "AI for Guest Experience" webinar, 28 January 2026 at 10am, sponsored by Lolly.
Expect a practical take: AI as a tool for operations and insight - with humans owning the moments that create loyalty.
Next steps for your team
- Map your guest journey and mark "AI-suitable" vs "human-only" touchpoints.
- Draft escalation playbooks and SLAs for response, handoff, and follow-up.
- Start with one channel (e.g., website chat), one use case (FAQs), and one KPI (CSAT). Expand from there.
- Upskill staff so they can supervise AI, review transcripts, and refine prompts weekly.
If you're building capability across roles, explore practical training by job function at Complete AI Training.
Bottom line
Use AI to remove friction. Use people to create memories. Get that balance right, and your guest experience feels both effortless and premium.
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