Matt Bell, managing director of motel and diner group Mollie's, has called on hospitality businesses to identify internal AI champions, arguing that grassroots adoption beats top-down mandates. His comments come ahead of a free webinar on driving operational efficiency with AI, as the sector grapples with low adoption rates and worker fears over job displacement.
Bell will speak at The Caterer's Driving operational efficiency with AI webinar on 21 July, alongside Harry Wales, sales manager and workforce management strategist at workforce management platform Deputy. The session will offer practical advice on using AI to cut administrative burdens and free managers for guest experience and team performance.
While many hospitality businesses are exploring AI to improve efficiency - a topic covered in AI for Hospitality & Events - adoption across the sector remains relatively low. Fragmented technology systems, limited staff training, and concerns about preserving the human touch slow progress. A recent Deputy report found that 47% of hospitality workers fear AI could take their jobs, the highest proportion of any sector surveyed, including retail and healthcare.
Find your willing people
Bell, who joined Mollie's in early 2025, said businesses should avoid overcomplicating AI implementation. "You don't need an AI strategy document, a transformation programme or a big-ticket platform to get started," he said. Instead, he encouraged operators to let curious employees tackle everyday operational frustrations. "When it works, the story travels through the business faster than any top-down mandate ever would, and you build from there."
Behind-the-scenes automation at Mollie's
Mollie's approach focuses on using AI behind the scenes to improve operations - an example of practical AI for Operations - rather than replacing guest-facing service. The business has developed four automation workflows within its Apaleo property management system that reconcile online travel agency reservations, correct agent and corporate booking data, and resolve data quality issues. These automations have processed more than 13,000 bookings and saved almost 500 hours of manual administration.
The group also uses Flyr to optimise pricing and revenue decisions, while Tenzo analyses sales and operational data to identify operational priorities. Its internal AI chatbot, Mollie, handles routine IT queries and helps employees build confidence using AI in their day-to-day roles.
Webinar details
The free webinar takes place on Tuesday 21 July, from 10-11am. Bell and Wales will share practical steps operators can take to reduce administrative workloads and refocus teams on guest experience.
Why this matters for hospitality and events professionals
Bell's advice offers a low-risk path for hospitality teams to start using AI without large investments or complex rollouts. By empowering internal champions to solve real operational problems, businesses can build momentum organically and address staff concerns about job displacement through practical, time-saving tools. The approach sidesteps the paralysis that often accompanies top-down AI mandates, turning early wins into internal case studies that spread faster than any formal programme.
Your membership also unlocks:
