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Tech Trends

My perspective on AI’s current impact on the hospitality industry.

When exploring technology investments in the hotel industry across France, Spain, and the United States—countries with the largest influx of international tourists—a fascinating trend emerges. There’s a growing disparity between the adoption of Artificial Intelligence and the skills required to understand and create it. This disparity means we are consuming more of something we understand less and less. As technology in revenue management becomes more powerful, integrating AI and Machine Learning, professionals in this field must enhance their skills and knowledge. This isn’t just about implementing and using advanced systems; it’s also about analyzing and understanding the data that powers these technologies. This understanding is crucial for making strategic and company-aligned decisions on pricing and availability.

The integration of AI technologies requires thoughtful planning and a balance between technological advancements and maintaining the human touch in hospitality services. The risk of over-reliance on AI could make guest experiences feel impersonal, necessitating a strategic approach to balance technology with human attention.

In plain English, from my perspective, the adoption of artificial intelligence and machine learning in the hospitality industries of France, Spain, and the United States is progressing faster than professionals’ ability to fully understand and effectively apply these technologies. This disparity underscores the significance of ongoing learning and adaptation in the face of rapidly advancing technology. As these technologies grow in power, professionals must not only become adept at utilizing sophisticated systems but also develop the skill to interpret and leverage the data produced by these systems. This will ensure that revenue management strategies remain strategic and aligned with the company’s goals.