Hospitality workers embrace AI to enhance guest experience, research finds
Some 54% of people who work in hospitality, and who regularly handle information as part of their job, use AI tools, and 91% say it’s been beneficial
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Hospitality workers are embracing AI to deliver better guest experiences with almost all saying it has had a positive impact on their workplace, new research has revealed.
According to The Access Group, 54% of people who work in hospitality, and who regularly handle information as part of their job, use AI tools, and 91% say it’s been beneficial.
While the hospitality sector was behind the tech industry (with 74% adoption), it was way ahead of not-for-profit, and health and social care sectors at 29% and 30% respectively.
Hospitality staff cite better productivity (45%), reduced workloads (42%), cost-savings (41%), and better customer service (39%) as the top benefits of AI. In addition, 36% believe AI also helps people think outside the box.
Generative AI tool, ChatGPT is the most popular application used by nearly half of the respondents, and three-quarters say it has reduced their stress levels. However, the survey also revealed some concerns, with 42% fearing it could replace people.
Champa Magesh, managing director Access Hospitality, said: “Hospitality is an inherently human industry – which might seem at odds with the rise of AI, but we know that the two can work hand-in-hand. Our survey found that 39% of hospitality staff see AI as a way to enhance customer service – the highest of any sector analysed, and well above the all-sector average of 29%.
“Any efficiencies pub or restaurant groups can make, at both a head office and operational level, will free up staff to focus on delivering more personalised guest experiences. It’s certainly not about replacing people, especially in a sector like hospitality which has experienced labour challenges for years.”
Marko Perisic, chief product and engineering officer at The Access Group, added: “There are so many AI tools out there, and hospitality employees are already using them in creative ways, such as developing content and using software to help their venue stand out and deliver that all-important personalised experience.
“We know that there can also be downsides to AI if left unchecked so it’s vital that companies choose vendors who understand the specific needs of the hospitality sector and who prioritise data security. This should be underpinned by clear company policies on AI and training on how to use it effectively.”
