Co esponding au ho : Aphisa adh Si i adhanawa a acha a
Copy igh © 2025 Au ho (s) e ain he copy igh o his a icle. This a icle is published unde he e ms o he C ea i e Commons A ibu ion Liscense 4.0.
Hospi ali y managemen in he age o A i icial In elligence: The u u e o ho el
ope a ions and cus ome se ice in Thailand by 2030
Aphisa adh Si i adhanawa a acha a *
Independen Schola , Indus y P o essional, Associa e P o esso (Magadh Uni e si y), Bangkok - Thailand
Wo ld Jou nal o Ad anced Resea ch and Re iews, 2025, 26(02), 1668-1681
Publica ion his o y: Recei ed on 14 Ma ch 2025; e ised on 03 May 2025; accep ed on 05 May 2025
A icle DOI: h ps://doi.o g/10.30574/wja .2025.26.2.1656
Abs ac
As A i icial In elligence (AI) is changing indus ies a he speed o ligh globally, he Thai hospi ali y sec o is on he
cusp o a e olu iona y shi . This s udy explo es how AI echnologies, anging om oom managemen sys ems and AI-
d i en booking engines o cha bo s and p edic i e analy ics, a e eshaping cus ome se ices and ho el ope a ions. By
in es iga ing exis ing ends and new applica ions, he s udy unde lines he u u e po en ial o g ea e gues
expe ience h ough cus omized se ices, adap i e en i onmen s, and unob usi e i ual assis ance. Addi ionally, i
conside s how AI can acili a e ope a ional e iciency, anging om esou ce op imiza ion o adap i e p icing. While AI
p omises unpa alleled bene i s in deli e y o se ice and gues in e ac ion, he pape also add esses pe inen
challenges, including job loss, adop ion gaps in echnology, da a p i acy conce ns, and human ouch equi emen s in
se ice in e ac ion. In he Thai hospi ali y con ex , his s udy o esees he AI-d i en ho el managemen e olu ion un il
2030, emphasizing a blended s a egy wi h human ouch and in elligen au oma ion complemen ing each o he o build
he u u e o gues deligh and business success.
Keywo ds: A i icial In elligence (AI); Thai Hospi ali y Indus y; Cus ome Expe ience; Ope a ional E iciency;
Human-AI Collabo a ion; Technological Adop ion Challenges
1. In oduc ion
A i icial In elligence (AI) is he s udy o he de elopmen o in elligen machines and sys ems so ha hey unde s and
he wo ld in he same manne as human beings and hink and ac wi h knowledge o consciousness. AI is a e y b oad
discipline ha includes many di e en sub ields. They can be A i icial In elligence i sel , Kogni ou echnologies,
Machine Lea ning & Da a Science, Speech Recogni ion, Na u al Language P ocessing, Compu e Vision, In e ne o
Things, Robo ics, o Human-Compu e In e ac ion. AI can be applied and used as a suppo ing ool in a signi ican
numbe o ields in human li e (Anane a, 2019). The ho el business is a e y b oad ou ism indus y a ge ing o se e
bigge uni s such as o ganiza ions, g oups, o companies, wi h a wide ange o se ices. Ho el business is p e alen in
e e y coun y o he wo ld and will ne e all sho o scope; since housands o people a e a eling o di e en places
daily o business easons, ge ing acquain ed wi h he local cul u e, o simply o un. E e since humans s a ed
a eling, he ho el indus y s a ed aking o m as hey needed o s ay away om home, wo k, and daily business.
People in ooms o en wi h a ious se ices such as laund y, cooking, s o age, and anspo . Hospi ali y and ou ism
businesses mus be up- o-da e and ollow all he ends in he indus y o ha e p ope ela ions wi h hei cus ome s
since hei compe i o s a e always in close compe i ion. A i icial In elligence, as well as obo s and se ice au oma ion,
is en e ing he hospi ali y and ou ism indus y. Those echnologies a e aimed a en iching cus ome expe ience. Vi ual
Reali y, Voice Recogni ion, o Recogni ion o he Facial La ency ea u e a e embedded in T a el and Tou ism sec o s,
whe eas AI solu ions en ail B a e Robo , Cha bo , and Emo ion Engine in hospi ali y.
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2. Cu en T ends in Ho el Managemen
Today, hospi ali y is a he hea o he ou ism and business wo ld. The hospi ali y indus y is one o he key indus ies
o apid economic g ow h. Ho el is one o he c ucial componen s o he hospi ali y indus y. In he ho el sec o , ho el
ope a ions and se ice managemen is ex emely c ucial. I is also one o he oughes a eas. Ope a ions and se ice a e
wo in e ela ed p ocesses. E ec i e and accu a e ope a ions managemen leads o e icien hospi ali y se ice.
Success ul ope a ions managemen makes use o con olling and moni o ing o in as uc u e acili ies, physical
esou ces, main enance, ho el accommoda ion, en i onmen ally iendly acili ies, ho el public acili ies, equipmen and
ools, housekeeping, back o house a ea, ki chen equipmen , pay oll, heal h and sa e y; and p oduces ac ion plans o
he alloca ion and limi a ion o esou ces. Well-o ganized se ice managemen ul ills gues equi emen s and needs as
pe p e-ope a ions se ice and deli e s ou ile in o ma ion h ough pe sonalized conce n and ca e, check-in, gues
inqui y, complain and ollow up, and o he ope a ing sys ems. La ge ho els gene ally di ide managemen wo k in o
di e en se ices. Each se ice has a se ice manage who epo s o he ho el manage . Ho el se ice o ms a ho el
se ice chain (Anane a, 2019). In o ma ion echnology (IT) is one o he majo ac o s among hem o p o ide
p oduc i i y and se ice. The e a e a ious echnology applica ions such as applica ion so wa e (APPS), p ope y
managemen sys em (PMS), sel -se ice kiosks, on-line ho el booking, ee in e ne in ho els, and es au an
managemen so wa e ha ha e been applied. Pa icula ly in Thailand, hospi ali y se ice is g owing in a high-speed
a e. In acco dance wi h he in o ma ion echnology indus y, he ma ke o ho el in o ma ion sys ems is posi ioned o
expand. Ho el managemen mus deli e e icien managemen on plans and esou ce alloca ions o e ec i e ope a ion
and deli e y o se ice.
3. AI Technologies Impac ing Ho el Ope a ions
The ac onym AI e e s o a i icial in elligence o 'in elligen machines'. AI consis s o s a is ical algo i hms supplying
machines wi h da a o lea n he ela ionships o numbe s om housands o pa ame e s. The esul o he classi ica ion
discloses ea u es ha cha ac e ize he objec in ques ion. AI is no a ' obo ', bu in o ma ion echnology (IT), so wa e
ha deli e s ce ain esul s (Anane a, 2019). Mos se ices conside i as a black box whe e only he inpu da a and he
ou pu a e accessible, bu no he con igu a ions o s uc u es ha gene a e he ou pu . Machines a e no p og ammable
and equi e scien i ic e o s o p oduce esul s. 3D models can be di ec ly ansc ibed o 2D and edi ed, bu e e sing
he p ocess is ex emely complex, one o a kind, compu a ionally demanding and esou ce in ensi e. This is he
asymme y on which AI pledges comple e au oma ion wi h he assu ance o igh quali y and comple ely con ollable
se ices, e en hough he job is ei he di icul o simple o humans, c ea ing he pa adox be ween hype and comme cial
ugali y which signi ican ly hinde s i s en y o mos indus ies. AI echnologies a e now widely being used in he ho el
indus y o analyzing di e en s eams o da a, gene a ing insigh s and p edic ions abou gues s, con olling he
empe a u e, ai low o ligh ing o a ho el, oom p ice swi ching, demand o ecas ing, applying mul iple paymen
me hods and op imizing s a alloca ion. Howe e , i s opinions di e on he ac i i ies AI will dis up and how i will do
so. Replacemen o a wo ke by AI does no necessa ily mean he job loss o an employee. The pu pose is no eplacing
humans bu co-wo king and helping o achie e highe p oduc i i y. AI echnologies o e huge po en ial o imp o ing
se ices, p ocesses and p o i abili y ac oss many a eas. The asks we e al eady au oma ed by he AI wo ldwide, bu no
in he case s udy ho els. I may be oo soon, and his echnology is s ill in he ial phase, o challenging and isky o
implemen his echnology. I may also be ex ensi ely used by some ho els, bu insigh did no lea n mo e han
jou nalism w i ing on i .
3.1. AI-Powe ed Booking Sys ems
The oom selec ion p ocess is an impo an ea u e du ing he ho el accommoda ion applica ion. The ho el sea ch
p ocess is usually a s ep-by-s ep p ocess. The gues s de ine he place o isi , da e o ip, and numbe o isi o s who
will be a eling, and depending on hese e ms, he sea ch engines p o ide ho el op ions wi h p ices and p elimina y
in o ma ion. I he gues is sa is ied wi h he p oposal, he ho el is booked. All he abo e p ocesses a e pe o med one
a e ano he . Bu he e a e ce ain o he abo e p ocesses ha a e clubbed oge he and pe o med a a ime. Tha is,
he gues selec s h ee da es and hen inse s hei budge ange and o he speci ica ions like a ings o keywo ds. Only
hose ho el op ions will be shown, along wi h in o ma ion on hei cos , loca ion, and ameni ies. So, i sa es ime. Le ’s
do his. En e he condi ions: ho els, ho el app: (Anane a, 2019). A i icial In elligence (AI) is a ending opic and
eme ging ends in many a eas, including he hospi ali y sec o . Al hough his opic is ge ing b oad-based, new ideas
may be indi idually neglec ed and undis inguishable. Howe e , sys emic hinking and s udying echnology adop ion
and a b oade subjec can blend and be called dis up i e inno a ion. The e is a huge dispa i y be ween echnological
de elopmen ha occu s a op speed and he sluggish pace o AI adop ion in ho els. This is e en bigge in he bou ique
and li es yle ho el segmen , whe e inno a ions ake longe o each a he han in ho el indus y gian s. The ounda ion
o ese a ion is pa ly based on in o ma ion and eques delega ion o a hi d pa y. AI can assis in speeding up he
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whole p ocess o ho el ese a ion. Ce ain ins an book APIs may be u ilized, bu humans-NLP would be implemen ed
in an exis ing low. AI cha bo s a e ending in mos b anches nowadays. To cap u e he igh gues p e e ences o ask
o pe sonal ecommenda ions in online cha would sa is y a gues 's de ia ion om he p e-se p o ile based on machine
lea ning analysis o booking his o y.
3.2. Sma Room Technologies
Gues oom echnology oday spills o e in o a mul i ude o in e connec ed eme ging spaces, iz., gues ( oom, home,
mobili y) and ho el Cle e de ices ha enable in e ac ion wi h AI ia gues oom o ho el so wa e, B2B si es, B2C si es,
con ex da abases, da a p o ec ion and p i acy con ols. Concie ge and in o ma ion cha bo s o e in isible and iendly
24/7 se ices bu do no ha e accu acy gaps and do no include sensi i e and complica ed ma e s (li e o in-house
agen s p e e ed). AI-based solu ions o pu i y au oma ion a e also eme ging. Minimal AI-based demand o ecas ing o
none is used by mos ho els. Gues and ma ke ma ching and enhanced p icing could help he indus y o e come
demand and supply equa ion issues. O e all, he ho el gues oom se ing is de eloping apidly in a e-in en ed
agmen a ion. B oad AI solu ion pa ne s ha e p oli e a ed and a e making i di icul o ho el g oups o ca ch up and
main ain cos s agains design, adap a ion, and in eg a ion cons ain s. The ho el indus y unde s ingen deb migh
need o ely on i ual eams o suppo hem. Gues oom sys em design and a chi ec u e concep s ha e e ol ed gen ly
in o sma de ices, assis i e obo s, ne wo ks, and AI om he la e 80s. Gues oom ha dwa e o in e ace wi h back-
end sys ems mus be compa ible wi h communica ion p o ocols o make i easy o adap . Unbundling gues in elligence,
secu i y, and well-being is as u gen as he p esen g ie ances abou p i acy and da a p o ec ion iola ion by
echnological gian s. Wi eless, high-wi e ne wo ks like 5G en ich model-based physics, deep-lea ning-based AI, speech
ecogni ion, e c. Flexibly changing adap o s would smoo hly be able o ap in o p o ided o - he-shel se ices.
Hospi ali y and heal h se ices a e as -changing, ouch-sensi i e, highly ouchy, and apidly g owing se ice sec o s
wi h huge il e ing choice decisions be ween no ably as decision axiom d i and no ice sc eeding sys ems, along wi h
ained pe sonnel o handling hese. Vin age machines mus also be e ained o examined o help exis ing use s
and/o new AI sys ems o lea n o ex ac ea u es om da a be e , which a e o e ing age-condi ioned and/o cul u e-
condi ioned sys ems bo h. (Anane a, 2019).
3.3. Cha bo s and Vi ual Assis an s
Cha bo s a e en i ely new digi al agen s, which a e designed o p o ide guided answe s o s uc u ed ques ions. A
cha bo simula es he discussion wi h ano he human and in e ac s wi h use s h ough he in e ne . Ho els u ilize
cha bo s o se e al uses helping wi h gues s' que ies; pushing pe sonalized eminde s/upda es o gues s; p o iding
gues s wi h pe sonalized in o ma ion abou ho el acili ies/se ices/e en s; ga he ing gues p e e ences o upselling
and cus omized se ice; and ma ke disco e y, including handling capaci y con ol and a aining p ice adjus men s.
The e a e se e al implemen a ions o cha bo s. Tex -based cha bo s a e ypical. Voice-ac i a ed cha bo s simula e
elephone con e sa ion (Geisle , 2018). Fu he , he applica ions o cha bo s ange om single-pu pose cha bo s
p o iding ho el- ela ed ac s o mul i-pu pose cha bo s engaging in mul i- u n gues discou se and in eg a ing machine
lea ning o enhance con e sa ional capabili y as use s in e ac wi h hem (Anane a, 2019). Hospi ali y companies ha e
a g ea s ake and in es men in cha bo s. Ye , cha bo adop ion is in he nascen s age in Thailand. As cha bo s ushe in
new compe i i e ad an ages o ho els, especially in e na ional & independen ho els, i would be essen ial o look a
he cu en s a e o cha bo adop ion in Thailand. As adical inno a ion ocuses on AI-powe ed oice-ac i a ed
assis an s ha allow use s o communica e wi h compu e s using a na u al language, i mus ha e a longe se ice
deli e y pe spec i e o his adical inno a ion. The echnology gi es oice assis an s he capabili y o in e ac wi h
gues s ega dless o human in e en ion. The assis ance occu s along he gues jou ney: be o e, du ing, and a e ho el
s ays o gues s. VAs is likely o ushe in a new se ice deli e y pa adigm o he ho el indus y, he same way online
a el agen s and social media ha e. None heless, he ma ke ing ole would be comple ely di e en om wha i is now.
Thus, wi h he global ad en o VAs, he business model and ole o ho els would unde go deep-sea ed and sys ema ic
ans o ma ion.
4. Enhancing Gues Expe iences wi h AI
AI can e olu ionize how ho el gues s in e ac wi h hei su oundings. These a o e-men ioned AI applica ions can
be e complemen adi ional ways han anyone migh e e hink. In dealing wi h au hen ic o e s, ho els can be
p oac i e in enhancing gues expe iences. On he con en le el, di e en emo ional app oaches can be employed
h ough dynamic aspec s appended o co e ma ke ing messaging (Anane a, 2019). Ligh , sound, and scen in
conjunc ion wi h ex and images di ec ly lead o enhanced in e ac ion and esponsi eness. Touch suppo s and
s imula es hese ways. Adding a wo-way sho ideo o p o ide e en mo e pe sonaliza ion would be added alue.
'Responsi e sui es' a W ho els and Ri z-Ca l on a e a uned o he wishes and needs o he gues s. As soon as he gues
opens he doo and en e s he oom, he is empowe ed and spoiled om a comple ely pe sonalized pe spec i e. All mood
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changes a e made hassle- ee, anging om he app op ia e ligh ing o a wan ed in ensi y o he pe ec empe a u e,
ag ance, noises, and en e ainmen . Gues communica ion du ing he p e-s ay phase needs o be mo e ela ionship-
cen e ed han ansac ional. Complimen a y consul a ions on a el a angemen , ec ea ion packages, and s ay
planning can os e gues ela ions and con e a loyal imp ession on he ho el. Di ec selling would educe ope a ional
agili y and quali y, con iden iali y, and anspa ency. P e en i e gues in e ac ion educes us a ion om leng hy
p oblem-sol ing s eps h ough pe sonalized assis ance. Success ul c isis managemen means o ins ead o o e ing a
mo e pe sonal kind o gues expe ience o u u e sa is ac ion and high-end ca e. This may seem cos ly. Bu he cos o
dealing wi h dissa is ied gues s and e enue no bo n mo e han pays o he cos sa ings. Algo i hmic ca e op imiza ion
can d ama ically lowe cos s and imp o e gues sa is ac ion. Gues sen imen da a can p epa e gues s be e and make
o e ings mo e appealing, allowing o enhanced p e e ed ca e. Simple mood-moni o ing de ices may be a cos -
e ec i e s a ing poin . Combining such es s wi h geoloca ion sys ems would g ea ly imp o e dep h o insigh while
minimizing eedback e o . Liking and sha ing social pos s on ho els h ough con es en y can enable collec ed social
oo p in moni o ing while ensu ing in e es -based suppo . Sha ing ac ual o e ings wi h co esponding social ne wo k
membe s can inc ease o e all awa eness and acili a e wo d-o -mou h ma ke ing. P io i izing blocking access o ho el
acili ies a he doo migh elimina e he gap ime and c ea e a mo e pleasan expe ience. Since AI in luences cen al
elemen s o he hospi ali y alue chain, gues in e ac ion mus be a human business. Compu e p og am-d i en
in e ac ion o cha bo s can igh en gues s and educe inqui y e o . Social ne wo k emphasis demands pe sonalness
o build ela ionships, and Eu opean ho el chains unde s and ha gues s like di ec con ac he e. Wi h gues expe ience
equi ing e e -deepe gues insigh , adop ing p e-consume awa eness would need o sus ain a dedica ed ma ke place
iden i y.
4.1. Pe sonalized Ma ke ing S a egies
The ho el's con en ional ma ke ing s a egy concen a es on he gene a ion o a ie y and en icing a ibu es o
consume s o choose om. Howe e , i he ho el company ca ies on wi h aes he ic image ma ke ing s a egy, i could
ake in easonable e enue while all likely b eakdowns in se ices would go unno iced (Anane a, 2019). E en so,
oday's isi o s don' ake ho el s ay, bu a he , hey long o an in ima e ela ionship wi h he ho el. They would wan
hei s ay expe ience o be pe sonalized as hough he ho el is hei home. To mee hese expec a ions, ho els disca d
he con en ional philosophy and s a concen a ing on one- o-one ma ke ing s a egy. Apa om c ea ing gues
ameni ies wi h he help o au oma ed se ices; hey a e an icipa ing gues beha io s, which a e enabling ho els o ca e
o hem p ecisely. In six y decades o hal a cen u y when compu e s u ned e olu ionized, o ecas ing was no a new
o b eak h ough p oblems in hospi ali y managemen . Ne e heless, now ho els s a ed able o o ecas gues beha io s
one s ep ahead and aligning he o e which is wan ed by gues s. This is cus omized ma ke ing s a egy and one o he
key poin s how some ho els clea ly su pass hei compe i o s in he ba le o he same se o isi o s. Applying AI
echnologies and big da a in he ho el should be pe sonalized, p ices se ing is op imizing s a egy o gues p ice
op imizing. P oposi ions o gues a ge ing would imp o e e enues wi h he possible. Ha ing la ge clien da abase
and p omo ional alliances wi h agen s oday ac ually paid o , ho els a e looking o be in a p edic able u u e. Howe e ,
mul i-sided sys ems in a ho el will g ow downwa ds and wi h i , mass selling. Ad e ising in he u u e will ac as local
consump ion, conside a ion on each side would uly be a hospi ali y p omo ing b eak h ough. Based on all he
in o ma ion ega ding a speci ic clien , o eseeing his beha io and ma ke e ma ching makes one ano he willing o
wo k wi h him. In u ia ing ho el decisions a e es ained by human cogni ion speed and belonging sys em. Gene alized
in o ma ion equencies and egula i ies could ne e be easonably ecognized. Mos o he decisions s ill equi e onsi e
easoning o o si e in e ence. Di e en ia ion in c i e ia elas ici y inally embodies immense agedy in p omising ho el
sys em.
4.2. P edic i e Analy ics o Cus ome P e e ences
Cu en ly, wi h AI echnologies and big da a, he whole scope o companies needs o be eassessed. The AI algo i hms
can p ocess huge olumes o da a and an icipa e he use 's selec ion accu a ely based on he use 's h ill and p e ious
b owsing his o y and sugges be e op ions o ho el o expe ience ecommenda ions (Anane a, 2019). This is mo e
han wha mos big a el agencies do now, whe e hey simply sugges new ho els o ac i i ies based on expe ience-
p o en ou es o lodgings. This can highly pe sonalize he cus ome ’s expe ience and can be done be o e and e en
du ing he ip. AI sys ems will know a lo abou hei cus ome s and sugges pe sonalized p e- ip expe iences and
packages. They will also be p o iding ameni ies such as wake-up calls a selec ed imes in selec ed languages. Ho el s a
will be no i ied o cus ome s' p e e ence, and his will p o ide mo e cus omized expe ience. Ha ing knowledge o
p e e ences such as window being closed will make cus ome s eel mo e indulged.
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4.3. AI in Cus ome Se ice
AI will ha e a posi i e impac on cus ome se ice in a ious se ice indus ies, including Thailand's ho els. AI can be
whe e a compu e p og am pe o ms human wo k in ol ing in elligen asks. AI applies easoning, expe ience lea ning,
na u al language unde s anding, compu ing, and unde s anding ideas. In 2023, AIs such as Cha GPT eme ged o be
"GPT" (Gene a i e P e- ained T ans o me s), which ou pu ex -like human speech when esponding o p oceedings
p oduced by use s (Anane a, 2019). AI is o ecas o be used in dep h and ealis ically, such as wi h holiday and
cus ome se ice cha bo s, in e p e a ion, and paymen online. In Thailand, hospi ali y business gazes in o he u u e a
wha AI holds o cus ome s and business by he yea 2030. Thai ho elie s and o he hospi ali y p o essionals p edic
ho el check-in h ough an AI de ice o obo using ace- ecogni ion echnology in iden i ying cus ome s as well as
e i ying hei c edi ca ds e icien ly o imp o e he cus ome expe ience, e enue, and labo a ailabili y. In- oom
se ice should be ca ied ou h ough AI de ices wi h local and na u al language p ocessing s yled o sui cus ome s'
as es, e e encing p e ious in- oom eques s and complain s. AI obo s will also be likely u ilized o b inging oom
se ice and was ebaske s, especially o ie -1 luxu y ho els and eso s. The ma iage o human wo k o ce and AI
obo s is p edic ed o be used in cleaning o sa e cos s, inc ease co e age, and minimize human con ac in laund y and
cleaning ope a ions. AI obo s will acili a e oom upkeep, acili a e gues p e e ence modi ica ions ou side ooms, and
minimize losses. Tie -1 luxu y eso s o ho els wi h a illa concep only an icipa e AI obo bu le se ice, whe eas
midscale o uppe -upscale ho els an icipa e oice AI. The ho els mus u ilize AI-powe ed na u al language ecogni ion
and p ocessing o he deli e y o local languages and esponses o d i e cus ome expe ience, e enue, and labo
sho ages. The u u e o AI in hospi ali y is es ima ed o be g ea e han ha o human wo ke s by 2030, especially wi h
physical obo s o pop-up AI obo s handling ood, d inks, and simple in o ma ion. Na u al and localized language
p ocessing o ho el isi s acili a ed by AI is also expec ed o yield a be e cus ome expe ience by 2030.
5. Challenges in Implemen ing AI in Ho els
Adop ing AI in ho els has i s d awbacks. The e is a h ea o job loss when echnology keeps changing a such a apid
pace. Fewe compe ency, skills, and quali ica ions oles a e being h ea ened wi h subs i u ion. This a ies om low-
ie o mid-se ice jobs, which encompass ho el swimming pool a endan s, wai e s, ecep ionis s, and maids.
Employee-cus ome in e ac ion will be minimized, o e ing an in e ac i e expe ience o he isi o s, which is di icul
o hospi ali y i ms (Anane a, 2019). Au oma ion o se ices could iola e he emo ional ela ionship be ween isi o s
and employees, impac ing b and wo h. The e a e isi o s who p e e human con ac wi h employees, and his canno
be done by AI. Many ho elie s ha e li le capi al; he e o e, i is challenging o eplace echnology while unding p e ious
echnology. A ho ough explana ion and de ini ion o why new echnology is being adop ed and how e ec i e he
solu ion is in p o iding desi ed esul s a e equi ed. Da a secu i y and p i acy a e now op conce ns, since AI and IoT
sys ems con inually cap u e, s o e, and ans e gues s' pe sonal da a. P i acy b eaches esul in loss o e enue, loss o
epu a ion, and lawsui s. Secu i y aspec s need o be inco po a ed in o he da a p ocessing sys ems om he design
s age, e med as 'p i acy by design.' Wi h mo e i ms adop ing new echnologies, cybe a acks ha e been inc easing.
Ho els a e poo secu i y a ge s o cybe c ime, including da a b eaches, c edi ca d in o ma ion selling, and denial-o -
se ice a acks. Ho el businesses a e haun ed by paymen blackmails, da a decode pu chases, and ampe ing o ho el
ne wo ks by hacking in o hem. To e ec i ely u ilize AI o e iciency as well as cus ome sa is ac ion in ho els, i is
necessa y o unde s and di e en ypes o AI solu ions co ec ly. Chaos may a ise in ho els when he e is analysis o
uns uc u ed da a o when he e is implemen a ion o sophis ica ed solu ions wi hou he in ol emen o al eady
es ablished ope a ions. Co ec unde s anding o p oblems and ins alla ion o co ec solu ions ha yield posi i e
bene i s while in eg a ing exis ing ope a ions a e necessa y.
5.1. Da a P i acy Conce ns
Use o mobile apps and o he in e ne -based sys ems o enable bookings, o he a angemen s, paymen o se ices,
eedback om cus ome s, e c. b ings up some conce ns o da a p i acy. The ends sugges ha such da a collec ion,
p ocessing, and s o age a e going o be egula ed in a way o align wi h p i acy laws whe e he ho els a e loca ed
(Anane a, 2019). This will a he be a de e en o ho els in case o ho els' ope a ion ac oss bo de s. The da a
egula ions o he Eu opean Union a e among he mos amous. In he Uni ed S a es, o ins ance, he e a e ules in
Cali o nia; howe e , much less egula ion han EUs exis s. None heless, o e ing pe sonal da a by cus ome s is a chance
o hospi ali y se ice p o ide s o o e ul illing o e s o cus ome s. Wi h mo e da a abou cus ome s, i is essen ial o
be able o si h ough ha and ake su icien measu es owa ds da a secu i y. Fi ewalls and o he IT ools ha e been
implemen ed ecen ly by companies o seal up hei da abases and p o ec hem om a acks; howe e , no such a
igh ening exe cise has been done on p ocesses a he company ega ding ga he ing and u ilizing da a wi hin. No all o
hose in ho els a e necessa ily ained in how o deal wi h pe sonal cus ome da a e en i cus ome in o ma ion is kep
in e y secu e places. Cus ome s, hough, migh also ha e p oblems wi h he way pe sonal in o ma ion is deal wi h
a e Check Ou as well. Cus ome momen um is usually el by ho el ope a o s by way o Call Cen e s. Nowadays, many
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ho els like o ge a mul i-pla o m and mul i-language Call Cen e whe e hey ob ain hei cus ome s. These Call Cen e s,
howe e , end o look mo e like a cos ap due o ela i ely highe o sho e cen e ope a ions cos s. Mo eo e , Call
Cen e s also do no se e he ho el gues expec a ion o being accu a e and eliable in communica ions. The e is a
dilemma associa ed wi h ou sou cing Call Cen e se ices. The ho els hemsel es will no mally no handle cus ome
g ie ances. On occasions when hings go w ong, he ou sou cing company would be held o blame despi e he la e
in es ing huge sums o money in echnology and sys ems. Fo his eason, i is s ongly ecommended ha ho els all
o e he wo ld own ou own co-own Call Cen e unc ions wi h o he ho els and/o chains.
5.2. In eg a ion wi h Exis ing Sys ems
Ho el manage s in Thailand mus hink abou how hey can bes inco po a e AI in o hei ho els wi h he apid
de elopmen o a i icial in elligence echnologies. A i icial in elligence is ge ing he lion's sha e o a en ion ecen ly
in all indus ies because i makes scaling upda es and ad ancemen s o exis ing applica ions and ad ancemen s
possible. AI ho els will likely p o ide di e en ia ed cus ome expe iences such as bou ique ho els a e doing oday.
Especially, AI agen s will dynamically c ea e human beha io s, main aining human and machine communica ion and
a ec ing consume beha io wi hou comp omising he human in e ace. AI-based ho els will be less in luenced by
a ious indus y s anda ds han mos o he exis ing ho els and will ins ead c ea e hei own b anding o a ac
cus ome s. Today, a ious ypes o AI-based ho el agen s can be used o al e a ious consume beha io pa e ns
be o e and h oughou he du a ion o ac ual s ay. Howe e , he ins alled base o such agen s is e y low as o now
(Anane a, 2019). Hence, oday in he yea 2023, Thai manage s also possess ision and ime o decide whe he o u ilize
an AI-based ho el agen o no and, i so, which ones o use. Following his, a mixed-me hods app oach was ca ied ou
in ol ing an in-dep h in e iew and online su ey o he ho el ep esen a i es in Thailand as well as o he subjec
ma e expe s, inqui ing ega ding hei opinions on AI-based ho el agen s up o 2030. Applica ion o such supe io
a i icial in elligence ools is highly likely o e olu ionize ho elie s' cus ome con ac s by u ilizing new communica ion
ea u es wi h special e e ence o speech and emo ion de ec ion along wi h he po en ial o shape consume beha io
using i ual agen s o ac as cha bo s. As a esul o hese es ima es, by 2030, mo e cus ome in e ac ion au oma ion
and u iliza ion o sys ems o e ing di e en ypes o se ices a e possible. Howe e , e en in 2030, e en hese sys ems
will s ill no ha e social expe ience; he e o e, i will s ill be impo an o p ese e he cu en human-in- he-loop se up
in con e sa ional agen s. I is likely ha he ho el in as uc u es o 2030 will be able o in eg a e wi h such ad ance AI-
d i en sys ems because he ho el indus y will in es hea ily on in eg a ion. Looking a he Ga he Hype Cycle o hese
echnologies, con e sa ional agen s which we e used ac i ely by he ho el indus y a e now eached he bell pla eau o
disillusionmen . All o ms o AI ho el acili ies/menu agen s cu en ly ins alled will ind hemsel es being used by ho els
in Thailand. Agen s will be an icipa ed o ha e bene i s o consume beha io o ming measu ing sys ems and u u e
planning assignmen s oo cumbe some o humans.
5.3. S a T aining and Adap a ion
Ho els pe sonnel need p ope s a aining and adap a ion measu es o keep employees’ daily ope a ions in line wi h
his AI de elopmen . Employees should ha e some echnical knowledge such as compu e skills, elec onics and AI
knowledge o p epa e o lea n on desk AI. Addi ionally, e e y acili y needs a specialized echnician o handle AI
se ice a he ho el. On he side o he isi o , on desk AI mus also ha e g aphics so wa e wi h good UI. Such a design
mus educe he me al load on ho el s a . All hese can adhe e o he sha eabili y p inciple o AI me hods when ho els
need o e ie e on desk AI. This esea ch p o ides a good e e ence o academic s udies and basic heo e ical
knowledge o AI in ho el selec ion. Also, on desk AI adop ion p ac ices and ac ual ope a ions can be used by ho el
manage s and on desk pe sonnel in he accele a ion o AI undamen al esea ch. Ho elie s belie e 50% o se ice
wo k would be eplaced by AI o machines in he nex i e o en yea s ye also an icipa e 80% o s a aining ha e no
ouble adap ing. AI sys ems no only lead o good pe o mance bu e alua ion conclusion. Manage s wo y ha s a
aining and adap a ion will lead o pe o mance decline due o he p oblem o in e ac ion change. As Assis an Manage
succinc ly s a ed, 'one has o ca e ully sea ch whe he anyone is a slow lea ne '. Indi idual manage s will need o
acqui e AI lexibili y o acqui e a be e en i onmen . Too much dependence on machines will inc easingly lead o he
de e io a ion o basic skills and judgmen abili ies o ho el s a in he se ice p ocess, s ill needed when machines ail
o en e down ime. The apid expansion in AI echnology will subs i u e 50% o employees, bu assump ions end o
unde es ima ion o ins i u ional social enginee ing policies ha a e needed. The AI echnologies ha we e
commissioned ho els a e collec ing and lea ning da a esul ed in acqui ing knowledge abou means o machines on
which he pe o mance o ho els was enhanced by choosing business models as well as selec ing c oss-o ganiza ional
pa hs o inno a ion (Anane a, 2019).
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6. Case S udies o AI in Thai Ho els
P io o he ou b eak o COVID-19, he hospi ali y sec o had al eady been con empla ing a ious ways o in eg a e AI
in o hei business. Wi h AI echnology g owing, new so wa e ools we e de eloped ha could signi ican ly change he
way ho els ca y ou daily ac i i ies. A s udy o some Thai ho els nea ly wo yea s a e he COVID-19 pandemic
p esen ed he ollowing case s udies on le e aging AI o op imize p o i abili y. Quali a i e explo a o y app oach was
employed along wi h semi-s uc u ed in e iews om 15 pa icipan s in ol ed in di ec ho el ope a ion ypes wi hin
six weeks be ween 23 May 2022 and 30 June 2022. Newly opened ho els de eloped du ing he pandemic age in eg a ed
upg aded echnology o suppo day- o-day ope a ions amid educed human esou ces, including au oma ing day- o-
day asks such as sales and ma ke ing, gues communica ion, F&B and accoun ing ope a ions, housekeeping,
main enance, p ocu emen , and secu i y. Fo example, digi alized gues expe ience was p o ided as AI cha bo s ha
could answe ques ions 24/7, a p e-check-in gues messaging app, IR D ones and came as o p e en employees om
climbing all buildings, oos e - eeding obo s in F&B, IoT BMS o elec ic and wa e u ili ies, and web sc apping
p og amming o compe i o p icing analysis. In con as , ea lie ho els ha we e opened be o e he pandemic we e
o ced o con end wi h ou -o -da e echnology whe e legacy sys ems could no be combined, hus p esen ing
cons ain s. New sys ems in ho el echnology upg ades wi h in-buil legacy sys ems we e no an op ion since gues
expe ience solu ions we e no p o ided by new sys ems. Mo eo e , eplacemen o mos o he sys ems was oo
expensi e, and he p o ide s we e ew (Anane a, 2019). Howe e , ou is s' expec a ions o a be e indi idualized
expe ience a ho els, which can be o e ed h ough AI, we e su passed. Cau ion should be exe cised o keep in mind ha
he s udy is desk op quali a i e analysis and explo a o y case s udies o Thai ho el b ands pu chased and es ablished
du ing he pandemic. I did no conside hospi ali y companies ou side Thailand. Quan i a i e su ey esea ch,
ex ensi e bidding esea ch wi h la ge es ablished p ope ies, and 2030 p ojec ions could be a eas o u u e esea ch.
6.1. Luxu y Ho els
Luxu y ho el b ands, wi h emphasis on a p emium cus ome base, gi e impo ance o quali y se ice. Luxu y se ices
include educa ing luxu y ho el employees, and simply hi ing ho el managemen g adua es may no su ice. P ope
pe sonali ies, ha d wo k, and in e es in wo king o he gues s along wi h p ope skills a e necessa y o quali y luxu y
se ice wo ke s (Anane a, 2019). P o i abili y o he luxu y ho el indus y is limi ed by ising labo cos s. Cus ome -
o ien ed labo -in ensi e ac ics, along wi h ising ho el ope a ing cos s, comp omise p o i abili y and sus ainabili y.
Sel -se ice echnology up ake d i es signi ican hospi ali y esea ch changes and s ong deba es on luxu y hospi ali y
po en ial. Ini ial s udies indica e a p e e ence o human in e ac ion and pe sonal ouch be o e and h oughou luxu y
ho el s ays o gua an ee p emium s a us. Luxu y ho el gues s clea ly a icula e a s ong need o adi ional hospi ali y.
Luxu y ho els p o ide unique and pe sonal expe iences whe e gues s expec pe sonalized se ices om he momen o
a i al un il hey lea e. Recommending local excu sions and pe sonal se ice in es au an s and ba s is also expec ed.
Luxu y ho el gues s isi ho els no only o sleep and ha e b eak as bu also o elax o socialize. Fi s -class a el
companions include he luxu y ho el expe ience. Uniqueness is a undamen al elemen o luxu y hospi ali y's allu e,
which canno be ob ained by sel -se ice echnologies. Companies al eady employing sel -se ice echnology in luxu y
ho els comple ely o e look his ma ke ing s a egy. Luxu y b ands esea ch indica es a need o employ weal h and
uniqueness as a ma ke ing s a egy o di e en ia e company o e ings. Companies al eady employing sel -se ice
echnology in luxu y ho els o e o he , mo e unique bene i s o p ese e hei p emium posi ioning and no jus luxu y
accommoda ion. Luxu y b ands ha e dis inc posi ions based on alues ha se hem apa om compe i i e o o he
b ands. Consume s a e willing o pay mo e, e en i inexpensi e p oduc ion o mos luxu y-b and p oduc s is possible.
Luxu y ho els a e also cos ly and sophis ica ed, wi h indus y g ow h de e mined by echnology, economic change,
compe i ion, and socio-cul u al change. Online a el agencies, a i icial in elligence, social media, and cul u al and
global shi s a e examined, wi h Thailand ea u ed as an eme ging ma ke wi h a g owing luxu y ho el segmen . The
poin o dis inc ion o Thailand is i s ich ou is des ina ions om nigh li e h ough unique cul u e, beau i ul emples,
beau i ul na u al scene y, and g ea cuisine.
6.2. Budge Accommoda ions
In mid- ange ho el es ablishmen s, while a ele s a e subjec o budge cons ain s, hei needs in e ms o high-quali y
se ice a e managed by he b ands and s anda ds o ho els. In he in eg a ion o compe i i e al e na i es wi h
compa a i e a ibu es, echnologies b ing abou e olu iona y and i e e sible changes o add ess cus ome needs.
Empi ical e idence on low-budge ho els shows e y hea y eliance on manpowe wi h basic in as uc u es. In o med
applica ions o A i icial In elligence a e s ill in he in ancy s age, he e o e minimal ROI-di ec ed a en ion. Las ly,
whe eas budge ed ealignmen s cu en ly ocus subs an ially on in e ac i e and amiable manpowe o be emphasized
as compe i i e ad an ages, po en ial isk o AI applica ions is obse ed, he e o e e e se enginee ing p oposed o
con e mid-class accommoda ions in ho el ope a ions o bene i om p o i abili y gains and long- e m cus ome
loyal y. On he con ac case wi h exponen ial g ow h o know-how and knowledge base in ho el ope a ions, in e im
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s a con ac s o AI applica ions implemen ed o p og essi ely o e haul s a ing le el and sa is ac ion h ough uni o m
quali y se ice which is comp ised by b and, chain, and sec o iden i ica ion algo i hm; ope a ion and main enance
p ocu emen se ice con ac s; mul ilingual NLP cha -bo sc ip ing; and mul i-a ibu e da a analy ics based on da a
and i al y payback ma ke de ising. On e en -d i en AI con ac s wi h unce ain cases on human and so wa e asse s
o selec i ely implemen AI on copy wo ks and con en s ime ame, whe e d a selec ions om d a cull sc ip s a e
e iewed wi h app oxima e billable a e, AI-au ho ed d a s compa e e sions wi h same complian wi h p omp issue
o leng h. And hen ei he wo d con en e e s cohesi ely a cing upon o he pee 's e iewing o hough s which migh
be machine lea ning dependen on key h us s hus ac ion o pi s o deadline. In e en -d i en a i icial in elligence
con ac s he e a e unexpec ed bu dens on human and so wa e labo pools o be agile wi h he use o AI o copy wo k
and con en by ime ame, whe e d a s ange wi h he no m a billable a e has been compa ed agains ze o cos and
cap o s a ing/ o al ime and mono onici y complian changes. And hen pieces o ex ual ansla ions ei he wo d
con en expandingly maximize upon o he pee s' e iewing o idea p ocesses ha migh be machine lea ning based
upon key e ms so ac ion o gi ds o upside p ices.
6.3. Bou ique Ho els
Bou ique ho els a e unde going d as ic ans o ma ion since Asian consume s end o choose a el as a o m o
ec ea ion (Anane a, 2019). T a el adds an expe ien ial ac o o people's li es. Li es yle, pe sonal as e, and cul u al
inclina ions de ine ou pe sonal b and o exp ess indi iduali y. As he impac o social media inc eases, mo e bou ique
ho els a e being de eloped as Ins ag ammable spo s. Nowadays, bou ique ho els in Asian en i onmen s usually
duplica e in e na ional luxu y b and lexicons. S ill expe ienced ba is as, on desk diploma s and che s mus in e p e
ideas in o li e ac ions. To pass on b and ales, us ic design pieces mus be balanced by ea hy genuine hospi ali y. B and
s o ies bond cus ome s and esul in a o able a i udes. Since hospi ali y is a wo-way communica ion, he close
cus ome s and ho els a e, he s onge hei desi e o go o he ho els. A e he changing ma ke en i onmen o he
Asian ma ke , bou ique ho els change hei business s a egies d as ically in o o ming expe iences ha canno be
o go en. The signi ican ly lowe ed in es men cos o bou ique ho els compa ed o in e na ional chain ho els is
en icing p ope y de elope s o en u e in o he ho el business. By assuming a "behind- he-scenes" posi ion and
o e ing so b and a ilia ion and in eg a ion suppo , big ho el ope a o s become bou ique ho els hemsel es. Bou ique
ho els' dis inc i e sense o place is oo ed in local communi y cul u e and genuine s o ies abou local expe iences.
Bou ique ho els should le e age his oppo uni y o eel empowe ed while being sus ainable compe i i e ad an ages
o e eliabili y unce ain ies. Bou ique ho els ha e o be in on o sleep posi ioning wi hou sac i icing he
con empo a y sleep expe ience. Sophis ica edly esea ched segmen a ions enable bou ique ho els o c a sleeps
h ough s o y elling b anded p oduc s, se ices and e en spaces. The bond be ween people and place is s onges in
bou ique ho els. While bou ique ho els' s eng hs a e e ched in yea s, he u no e is shaped in o a s a egy o add
inancial agili y while main aining alen momen um h ough inno a ion. The s a egy has es au an s in iew. Dining
e e s oo equen ly do no communica e wi h he ho el b and, leading o s agna ion o ho el e enues. By u ning hei
es au an s, b and c edibili y, quali y assu ance, and p ice powe signi ican ly abso b isks om o ma i e ac s agains
esilien compe i ion.
7. Fu u e P edic ions o AI in Hospi ali y
I makes a p edic ion on u u e applica ions o AI echnologies in ope a ions o ho el companies om he ho el
manage s' poin o iew. The pa icipan s a e ou ho el manage s who ha e been assigned signi ican ope a ions in
hospi ali y managemen in hei indi idual ho els. While he i s hal o he in e iews we e ocused on AI echnologic
po en ial o he Thai hospi ali y indus y, in his place he AI o ecas o each ho el wi h i s indi idual ci cums ances
a e pu o wa d and analyzed. The pa icipan s app oxima ed AI uses in cus ome se ice deli e y, HR, ma ke ing and
sales p ocesses and human s a oles oge he wi h AI machines. The i s one is a 5-s a luxu y ho el in Bangkok owned
by an in e na ional b and ho el chain wi h hund eds o ho els wo ldwide. By 2030, cha bo s would handle all cus ome
p e-a i al eques s, check-ins would be done h ough acial ecogni ion so wa e, and he in e ac ions o concie ges
wi h in-house isi o s would be minimized as sma in o ma ion p o ide s would be ins alled and he ooms would be
equipped wi h sma IOT TV sys ems o con ac s a di ec ly. Mo eo e , AI obo s will be used in deli e ing goods o
ooms and cleaning gues ooms and wo king in he backend. Mo eo e , human s a 's oles will be di ided in o hose
who in e ac wi h cus ome s and hose who wo k behind he cu ain on epea able and p edic able asks. The AI
machines will p edominan ly eplace he wo k o ansac ional s a in con ac less cus ome se ice p oduc s. Thus,
human s a will be ee om edious wo k and able o unde ake mo e dynamic and mo e sophis ica ed eques s such
as inqui y, concie ge, and complain handling. S ill, cus ome sa is ac ion will be los wi hou he p esence o human
beings in ope a ions (Anane a, 2019). The second ho el is a co-li ing ho el s a up a one o he busy a eas on Koh Samui
Island which is popula ed by local low-medium budge ou is s. The esponden s p edic ed ha ho el ope a ions would
no be dis up ed by AI echnologies in all a eas by he yea 2030. AI will be u ilized in sa e y and secu i y se ices,
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accoun ing p ocess, p epa a ion o da a o ma ke analysis and p o i abili y o ecas ing, and esponse inqui y email
p epa a ion in ma ke ing and sales. Along wi h he cus ome se ices, he AIs would help p o ide gues check-in
h ough he ope a ion o a kiosk o ace ecogni ion, ye human s a would s ill p ocess he se ice so wholesome and
whole se ices may be p o ided. Fu he , he back oom would be made e en mo e au oma ed and would help o educe
edundan human e o which is cu en ly bo he some and di icul in e ms o main aining he quali y and p ecision
o asks. Mo eo e , he cha ac e o ellowship o co-li ing app oach may no be u he ed by obo ic speech.
7.1. Eme ging Technologies
Like in mos indus ies oday, new echnologies a e ans o ming no only he ho el business ope a ions bu also how
ho els communica e wi h hei consume s. Thus, hospi ali y ope a ion in his dynamic en i onmen is going o
expe ience a majo shi by 2030. The p esen pape , he e o e, elabo a es he iews o ho el ope a ion manage s on
u u e echnologies and hei implica ions on hospi ali y ope a ions by 2030, indings on he ans o ma i e
echnologies in he hospi ali y sec o , impac s o such echnologies on ho el ope a ing p ocess and Thailand hospi ali y
indus y a eas o imp o emen in u u e echnology en i onmen . Hospi ali y AI is he hype, bu job eplacemen
anxie ies emain. Technologies as much as hey ha e o o e o li e also ha e he ea o emo ing people om
employmen . AI is he u u e and p esen o he ho el sec o wi h i s compe i o s ac oss he globe wan ing o ha ness
his hip and help ul echnology (Anane a, 2019). Ho el adminis a o s a e upbea on he onse o AI, bu conce ns ha e
been aised agains human wo ke s losing jobs soone han an icipa ed in mos o he hospi ali y wo k in sigh , wi h he
mos eye-ca ching example being an e ing se ice obo om one o he ho els in Singapo e. O e iding conce ns, AI
has been he g ea es echnology e e o in luence hospi ali y ope a ions. In conjunc ion wi h enhancemen o na u al
language p ocessing, AI has ceased being an expe imen al cus ome -in e ac ion echnology. A case in poin is Ma io
In e na ional's Cou ya d b and. The ho el eplaced concie ges wi h i ual concie ge sc eens in he lobby pa ly in he
hope o imp o ing gues expe ience bu pa ly wi h a by-p oduc o no ha ing o w i e as many employee paychecks.
AI o ho els p omises imp o ed e iciency o compu e sys ems and gues p ocessing capaci y. The p oduc is
imesa ing o ho el manage s, and he elec onic memo y elimina es conce ns abou los and misplaced i ems. As wi h
opic-based cha bo s, AI in ho el ope a ions is becoming mo e and mo e popula , ini ia ed by mos o he majo lodging
companies and being used company-wide in nume ous ways. Bea ing in mind he u u e o AI ho el da a analy ics, i is
a dis up o o he ho el indus y as i enables ho els o gain much deepe unde s anding abou consume s, hei needs,
iden i y p oblems a e e y s age o in e e ence along he cus ome jou ney, c ea e and e ine p oposi ions, p o ide
be e cus ome expe ience and op imize e enue.
7.2. Long- e m Impac s on Employmen
Thailand's ho el, es au an , ba , and casino indus y is p edic ed o be one o he la ge employe s in he Thai economy,
based on he le el o in e ac ion wi h he public. Labou and occupa ional ac o s esul ing om he expansion o
es au an s and ho els we e he mos explo ed. Mos hospi ali y manage s a e conce ned ha u he au oma ion using
obo s in ho el ope a ions will lead o he loss o employees and subs i u ion o exis ing ho el jobs, hence ha ing nega i e
impac s. Rega dless o he huge ole he obo s will ha e o play in ho el ope a ions and gues se ices, his will g ea ly
ely on accep ance and e ec i eness. I is likely ha he jobs o humans and obo s will be complemen a y a he han
being in compe i ion among ho el occupa ions. The po en ial impac s o he in usion o a i icial in elligence obo ic
se ice deli e y in Thai ho els we e e ealed by employing a mixed me hods app oach amids he looming pe iod o he
Thailand 4.0 economic model. Six d i ing o ces we e iden i ied: a ac i eness o ho el's b and image, dep ession o
ho els' employmen cos s, dange ous o human wo k o ce, di usion o AI obo ic sys ems, hospi ali y inno a ion
c ea ion, and inancial capi al a ailabili y. The same d i ing o ces we e g ouped in o ou subse s wi h a ying deg ees
o impo ance in he pe cei ed impac s among hospi ali y manage s. The indings enligh en ho el managemen 's
conside a ions o he adop ion o AI obo ic se ice deli e y in subduing and le e aging he long- e m e ec s. Ho els
a e conce ned ha he ad ancemen o au oma ion and a i icial in elligence echnologies will ans o m se ice
deli e y wi hin he hospi ali y sec o and ha he olume o ho el employees' asks ha canno be pe o med by obo s
will dwindle. To balance his conce n, i is con ended ha while inc easing au oma ion will lowe he le el o
employmen , i will no ake he place o jobs. Businesses s ill need o design and p oduce he echnology, manage and
se ice i , and ope a e he i ms. A epo ecen ly sugges ed ha he e would be a need o highe skill le els and ewe ,
bu la ge , jobs. The e will be g ow h in supe iso y and manage ial oles which equi e mul i-skills, and educ ions in
less-skilled oles ha do he wo k which can be pe o med by obo s. While a i icial in elligence has sp ead apidly o
allied suppo se ices, i will ha e li le e ec on he pu e hospi ali y aspec s o he ho el s ay.
8. The Role o Go e nmen and Regula ions
Bu he e a e se ious conce ns ega ding how A i icial In elligence Sys ems will eplace a signi ican numbe o
wo ke s in mos sec o s o he economy, such as hospi ali y, which consis s o mos o he unskilled labo . Fea s o job
