The Personal Touch Remains Key in Hospitality Despite AI Advances
The hospitality sector in Portugal is a major economic force, contributing over 20% to the country’s output—more than €50 billion. For professionals in this field, a new resource is now available that addresses the evolving landscape of hospitality management.
Simon Hudson, a resident of the Algarve and a Professor in Tourism and Hospitality, has just released his latest book, Introduction to Hospitality Management. While it’s an essential read for students and educators, Hudson emphasizes its value for both newcomers and experienced professionals in hospitality.
What the Book Covers
Hudson’s book provides comprehensive coverage of all hospitality sectors, including lodging, food and beverage management, attractions, theme parks, cruises, casinos, and events. It also dives into important contemporary topics like sustainability and entrepreneurship.
Notably, Hudson profiles successful hospitality entrepreneurs in Portugal, offering practical examples of industry leadership. Two couples stand out:
- Roman and Chitra Stern – Owners of the Martinhal chain, known as ‘Europe’s Finest Luxury Family Hotels and Resorts,’ with properties across the Algarve and Lisbon region.
- Selmo and Abigail Ribeiro – Operators of popular Algarve restaurants like Nah Nah Bah and Abigail’s Café in Lagos, plus a hostel and a new food lab.
These case studies illustrate how hospitality management theories translate into real-world success, especially emphasizing excellent customer service and the importance of “moments of truth”—those critical face-to-face interactions that define a guest’s experience.
Balancing AI and Human Interaction
Hudson acknowledges that technology and artificial intelligence are reshaping hospitality, making some face-to-face interactions less frequent. However, he argues that the best hospitality organizations combine artificial intelligence with human intelligence to meet and exceed customer expectations.
Successful companies profiled in the book share a common approach: prioritizing the human touch even as AI tools become more prevalent. The message is clear for hospitality professionals—embrace AI, but don’t lose sight of the personal connections that build loyalty and create memorable experiences.
Further Learning
Introduction to Hospitality Management is Hudson’s 12th book and is published by Routledge/Taylor & Francis in the UK. More details are available at www.routledge.com/Hospitality-Management.
For hospitality professionals interested in how AI can support their work without replacing the human element, exploring AI courses and training can be valuable. Resources like Complete AI Training’s job-specific courses offer practical ways to integrate AI tools effectively.
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