In conversations about hospitality, AI is everywhere. From automation and robotics to hyper-personalisation, the industry is repeatedly told that the next competitive edge will come from adopting advanced technology and doing so quickly.
Step back, however, and a more grounded picture emerges. Most operators are not chasing AI for its own sake and rightly so. Research we conducted1 shows they remain focused on delivering great service, supporting their teams, and running efficient and resilient operations.
Technology only matters when it helps them do those things better. That distinction is important, and encouragingly, many operators are clear on what they are trying to achieve and how technology can create genuine value.
Customer service remains the real priority
Despite the noise around innovation, customer service continues to top the agenda for hospitality operators. In our research, more than half (52 per cent) cited an increased focus on service. Quality, experience, speed and efficiency remain the factors that matter most both to customers and to the teams delivering that experience on the ground.
Hospitality has never been technology-first; it has always been people-first. Guests remember how they were treated, not which systems were running behind the scenes.
What has changed is the pressure on those people running hospitality operations. Staffing challenges, rising costs and shifting customer expectations mean they are looking for smarter ways to support their workforce without compromising the human side of service. And this is where technology can play a meaningful role.
Exploring AI — pragmatically
Many operators are exploring AI-driven tools, particularly where they can ease staffing management, improve scheduling or reduce operational friction. Examples include workforce scheduling platforms, predictive demand forecasting that aligns staffing with expected footfall across venues, and AI-enabled task management tools that prioritise daily operational activity and reduce bottlenecks during busy periods.
By contrast, robotics remain low on the priority list. Our research shows only 14 per cent of businesses are currently using robots in any capacity. From what we are seeing this is not due to resistance to innovation, but a focus on what delivers tangible value now. Operators have been cautious, waiting until technologies are properly market-tested. And current industry sentiment indicates that robots work best where tasks are repetitive, physical or time-consuming, not where emotional intelligence is key.
Hospitality leaders are rightly asking a simple question: does this genuinely help our people deliver better service?
Personalisation only works when it feels human
More than two-fifths (41 per cent) of respondents cited growing personalisation demands among their customers. Done well, personalisation can clearly help to drive engagement – supporting repeat custom time and again.
Yet personalisation is an area where opportunity and caution sit side by side. Guests increasingly expect experiences that feel seamless and tailored, making them an essential part of modern hospitality delivery and non-negotiable in a competitive market. However, many remain wary of interactions that feel overly data-driven or intrusive, particularly when personalisation extends across the entire customer journey – from the research and booking phase, through the event, and into post-visit communications.
The role of AI here is not to replace human interaction, but to enhance it. Used well, technology can help teams recognise patterns and anticipate needs, enabling more thoughtful, timely and genuinely personal service across that journey.
Data is the real opportunity — if it’s used well
Behind much of the AI discussion sits its most powerful enabler: data.
The vast majority of hospitality businesses (80 per cent in our survey) recognise the value of data and insights, yet many fail to use them to their full potential. This is especially the case for the smaller operators who often face practical barriers that prevent them from turning data into action. These include: limited time and resource, fragmented systems, skills and confidence gaps and cost/ROI concerns. Smaller hospitality businesses traditionally lag behind larger groups in digital maturity, particularly around system integration and analytics adoption.
Information is often collected but not always connected or acted upon in meaningful ways. When real-time data can inform day-to-day decisions – from staffing and stock control to service optimisation – it becomes a tool for better judgement, not just reporting. This is where AI can deliver its greatest impact: turning insight into action.
Technology in service of people
Hospitality doesn’t need more AI hype. It needs technology that works quietly, effectively, and in service of people. Customer service remains the true competitive edge, and AI has a role to play, but only when it supports teams, builds trust and enhances the guest experience.
In practice, this is already how many hospitality businesses are using AI. Rather than deploying complex or costly systems, operators are turning to accessible tools that help them present themselves more professionally and work more efficiently. AI is increasingly being used across marketing (for websites, emailers and social content), enabling teams to be more creative in a shorter space of time.
For smaller businesses in particular, this matters. These tools allow independents to adapt quickly, strengthen their brand presence and communicate more consistently with customers, without needing to outsource at a time when budgets remain tight. Used this way, AI becomes an enabler rather than a disruption – helping smaller operators keep pace with larger groups, while staying focused on what matters most: delivering great hospitality.
The businesses that succeed in the next phase won’t be those that adopt the most technology, but those that make the smartest decisions about when – and why – to use it, and when it comes to using AI then doing so with purpose, in order to build trust.
