The use of AI has already found its way into everyday business in various industries. While it offers numerous advantages for the hotel industry, challenges in implementation still persist. Hoteliers often struggle to fully grasp the potential of the technology for their business and to effectively leverage it in their daily operations. The study “FutureHotel - AI Application Potential Along Hotel User Journeys and Its Business Opportunities” by the Fraunhofer Institute for Industrial Engineering IAO examines the potential of AI use and evaluates it from the three mentioned perspectives. Prof. Dr. Vanessa Borkmann, co-author and Head of »Urban Systems Engineering« Research Unit at Fraunhofer IAO, explains: “The theoretical possibilities for using AI are enormous, but when it comes to practical applications, we need to focus on a specific problem that AI is intended to solve. That is the only way we can ensure that we are met with maximum acceptance: with sensible and profitable solutions.”
Three perspectives at three points during the journey
The integration of AI technologies can fundamentally change hotel operations. The study takes three possible perspectives: That of the hotel guests, the hotel employee, and the hotel business. Hospitality industry professionals will learn how AI can improve the experience for hotel guests, optimize employee workflows and increase overall efficiency in the workplace.
Use case: Simplified booking enquiry process
One possible use case is the simplified booking enquiry process.
Hotel guests often have questions about room availability, room types, prices or special offers.
A potential AI-based system can provide immediate answers to these queries, reducing the need to wait for human-generated responses. The role of front desk staff is shifting. AI can handle basic enquiries and booking processes, freeing up staff to focus on a customized guest experience. Hotel companies can offer premium subscription services for regular guests. These could include perks such as priority booking, exclusive offers or personalized room selection, all facilitated by AI's efficient handling of preferences and history.
Benefits for hotel guests and hoteliers
The benefits for a hotel guest include enhanced experiences, personalized interactions, optimized booking processes, tailored offers, and instant responses. For hotel employees, AI can provide benefits like task automation, round-the-clock services, optimized administration, and increased efficiency. Hotels can use dynamic pricing to gain real-time insight into guest preferences and behavior, allowing them to make strategic decisions.
A positive voice from the community
Apaleo is a partner of the FutureHotel Innovation Network and drives the development of various technologies for the hospitality industry. Ulrich Pillau, CEO and Co-Founder of Apaleo says: “Implementing AI goes beyond theory - it's about delivering real results. At Apaleo, we focus on practical use cases for hoteliers, hotel groups and apps that demonstrate the tangible value of AI. We are excited by the large number of new and innovative AI-powered solutions that are being integrated with our API-first platform. Our goal is to spark meaningful conversations and deliver actionable insights to guide hoteliers through the complexities of AI and unlock its full potential.”
AI - the future of the hotel industry?
AI's ability to personalize, automate, and optimize processes makes it a cornerstone for the future of the hospitality industry, ensuring sustainable growth and greater satisfaction for all stakeholders.
Fraunhofer Institute for Industrial Engineering IAO