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Impact of Artificial Intelligence in the Hospitality Industry

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 International Journal of Advanced Science and Technology
Vol. 29, No. 5, (2020), pp. 4265 - 4276

Impact of Artificial Intelligence in the Hospitality Industry

Santosh Bisoi1, Mou Roy2, Dr. Ansuman Samal3
1. Assistant Professor, Faculty of Hospitality & Tourism Management,
Siksha O Anusandhan Deemed to be University, Bhubaneswar, Odisha,
India, Email: santoshbisoi@soa.ac.in
2. Assistant Professor, Faculty of Hospitality & Tourism Management,
Siksha O Anusandhan Deemed to be University, Bhubaneswar, Odisha,
India, Email: mouroy@soa.ac.in
3. Associate Professor, Faculty of Hospitality & Tourism Management,
Siksha O Anusandhan Deemed to be University, Bhubaneswar, Odisha,
India, Email: ansumansamal@soa.ac.in

Abstract
Advent of ICT is giving a boost to the hospitality sector at the present time. In terms of
hotel discovery, access to information & ease of booking – the entire hotel booking
experience has become much more convenient & accessible. With the latest technologies
evolving, operations in the hospitality Industry have not only made business easier to
run, it also provides services in a varied manner, whenever the benefiter in the world is
just a single click. Smart hoteliers are continuously in the process of adopting integrated
hospitality management solutions which can deploy predictive analytics to price the
hospitality products & services as well as to promote a wide range of services across
multiple channels. With the prior knowledge of guest, their demographic data, purchase
behaviour, interest etc. hotels can effectively & efficiently price & promote their services
across multiple customer segments through automated & data-driven enterprise solution.
A key benefit of using digital technologies is that they produce a tremendous amount of
data for travel companies. Numerous brands are integrating data driven tools &
advanced analytics into their enterprise solutions to derive contextual insights through
their interactions with both existing & potential customers. These tools can play a major
role in helping brands deliver a satisfying experience to the customers, for activities that
include booking hotel rooms or leisure services.
Customers create data on multiple touch points through historical online searches,
past bookings of hotels & flights, reviews, referrals etc. Greater the numbers of touch
point, more detailed are the insights. When the volume of data comes from so many
platforms, brands can find it intimidating to make sense of all this information & apply it
productively. Thus, integrating data science & analytics can offer a brand huge dividend
to the hospitality Industry. Through this paper, the researcher has tried to find about the
influence of technological advancements, like use of Artificial Intelligence (AI), Machine
learning (ML), and Internet of things (IOT) in the Hospitality Industry & the need to
catch up with the changing technology to create customer delight.
Now a day’s Travel and Hospitality Industry are adopting modern technology along
with a high degree of Machine Learning (ML) and Artificial Intelligence (AI). Actually AI
provides travel brands with the perfect opportunity to enhance marketing, customer
service, customer experience and increase retention.

Keywords: We would like to encourage you to list your keywords in this section

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1. Introduction
In the last few years, it has been observed, digital transformation has spurred numerous
innovations & disruptions in the travel industry. Digital & data-centric technologies have
helped the hospitality & travel sector to redefine customer experience. Presently, mobile
technologies have taken centre-stage as pre-purchase behaviour among consumers. It is
dominated by multiple options through smart phones & mobile apps.
Many Hospitality Industries are used in AI based system that is a new technology which
enhances client experiences. So AI based system using in many applications such as
chatbots, machine learning and auto check-in kiosks. AI is additionally promising
innovation to drastically develop and benefit the industry within the close future.

“The system learns from current interactions with hotel guests and also from the
mountains of logs and transcripts of past interactions with guests.”

AI predicted framework may be a perspicacious framework which is facilely gets it the

use characteristic language and machine learning to acclimatize intellect which withal
ceaselessly revise the quality of its replications. The framework learns between the
current intuitive with lodging visitors and the mountains of logs and transcripts of past
intelligent with visitors. Voice enacted verbalized frameworks and content predicted
individual assistants can secure the capacity to lock in vital discussions, and withal
associated with visitors in ways that obscure the line between human cognition and
machine computation.
Presently a day, manufactured perspicacity has been appeared to drastically truncate the
aim for human help when it comes to replying questions withal quick replication both
inner and outside, at their advanced fingertips and setting quandaries that commonly
emerge a visitor remain. A few driving lodging bunches are as of now actualized AI
empowered housing for replying visitor inquiries by content or voice, have minimize calls
to the human concierge work area by 30 percent or more.

Using digital technologies for customer-facing processes, it can help to produce a huge
amount of information for travel companies. Customers create data on multiple touch
points through historical online searches, past bookings of hotels & flights, reviews,
referrals etc. and more detailed are the insights. Given such a surge from on the volume of
data from so many platforms, brands can sometimes find it intimidating to make sense of
all this information & apply it productively. However, this is precisely where integrating
data science & analytics, can offer a brand huge dividends.
“Artificial Intelligence technology means automatic services and robots have been applied
in hospitality industry (Gladston 2016 & Ritzer 2015 as cited in Ivanov & Webster 2017,
2)”.
On a very basic level the conceptions of programmed housing with cutting edge
however client arranged innovation are revising client experiences by minimizing
the strategy of required movement as well as shortening the manual time for
illustration, i.e. automatic check-in and automatic check-out stands. Presently a
day’s AI approach in neighbourliness industry will play a crucial part for operation
of lodgings and moreover overseeing money related capacity.

2. AI predicated System for enhancing customer accommodations

Customer Accommodations in Hotels
Basically, “Travel and tourism industry is the local business group that provide the
delivering services also meet people’s demand which include food & beverage,
accommodation, recreation, travel and leisure activities (Chibili 2017, 17)”. “When
deciding the choice of hotel, customers tend to take these following characteristics into

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consideration: cleanliness, venue, cost, security, brand reputation and service quality
(Marić, Marinković, Marić & Dimitrovski 2016, 14–15)”.
“They instantly evaluate the quality of the service and will based on that to consider
further purchase decision (Williams & Buswell 2003, 26.)”. “Service value is the value in
applications regarding customers’ perspective while according to sellers it is the exchange
of value following the service-dominant logic theory (Vargo & Lusch 2004 as cited in
Altinay & Poudel 2015, 9)”.
“The development of technology creates marvellous possibilities so as to provide better
customer experience (Altinay & Poudel 2015, 275)”. “The possibilities for applying AI to
serve in tourism and hospitality industry are enormous; however, it depends on how the
enterprises recognize its potential benefits together with the demand for it in order to
decide whether AI is worth pondering”.
Hiring the Right People or Hiring Machines
“Employee satisfaction is considered to be essential, but employee strong effort is a
primary factor for having high performance and increase the level of customer satisfaction
even above the satisfaction of employee (Wirtz & Lovelock 2016, 291)”.
“The main tasks of housekeeping are cleaning hotels’ properties, making beds and
resupplying essential items such as toilet paper, towels (Ward 2018). The hotel services
particularly room services are rated by the good quality which depends on the employees’
expertise and responsibility. Head housekeepers should be good psychologists as this
department depending on the size of enterprises is always in need of employees especially
seasonal workers. (Batinić 2015.) It is responsible for managers to operate
competitiveness quality of guest rooms as well as for employees to perform excellent
cleaning and maintenance skills in housekeeping as cleanliness is an important role in
hotels’ successes”.
Self-Services for Fast Delivery
“In the customer journey from pre-experience to post-experience, customers are usually in
need of searching for information either through social media platforms or face to face
with quick responses. The interaction between human and computer has been studied with
large number of approaches such as through natural language (NL) (Bradeško &
Mladenić 2012)”.
A Chatbot could be a computer program application utilized to conduct an online chat
discussion through content or text to speech. Chatbots are regularly utilized in dialog
systems for different purposes counting client benefit, ask directing, or for data gathering.
Whereas a few chatbot applications utilize broad word classification forms. Chatbot offer
assistance clients to discover data approximately the industry gives, counsel their items
accessibility, make reservations or bookings, survey the customer’s encounter with the
benefit and much more diverse commands. You will able receive this innovation in any
major chat applications like Facebook Mesenger, Slack, Telegram, Hangouts, Text
Messages etc.
Chatbots are based on Machine Learning to assemble conversional cadences that permit
them to duplicate human discussions and respond to composed or talked demands to
convey a benefit. They comprehend dialect, not fair commands, since they utilize AI. In
this manner, the more discussion chatbots have with clients, the more shrewdly they
ended up.
Some benefits to the Industry if use Chatbots application such as keeping up with
trends, provide the better service to customer, always touch with customer, bett er
interaction with customer, always engagement with customer, monitoring with
customer data, easy for global market approach, cost saving etc.

3. Major impact of AI in Hotel Sector

Higher efficiency with cost savings:

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According to the National Grid vitality gear devours nearly 12% of lodging income. AI
based machine can screen visitor nearness and inclinations and naturally on and off the
gear sparing vitality and optimizing visitor consolation. AI based cleaning machines,
automated scaled down vacuum circles and robot mops will keep the lodging clean
decreasing workload of housekeeping staff. AI, by analyzing the request and fabric
demand designs, will maintain a strategic distance from hearing up stock and wastage. It
empowered supply chain administration frameworks can guarantee obtainment of fabric
of right quality, at right time with sensible costs resulting effective execution of benefit.

Enhancement of Revenue:
It can too advertising with keen touches such as a visitors choice daily paper, toiletries,
pads, TV, lavatory setting and room sees keeps the visitor coming back. Extraordinary
things given by the visitor inclinations and planning personalized benefit encounter like
luxurious material, lovely menu of refreshments, extravagance vehicles for request of
clients will draw additional wage. Parsing different information sources, AI discovers the
inhabitance designs for lodging region and surveys the affect of specific occasions and
proposes energetic estimating. AI to suggest the estimating methodologies for maximizing
inhabitance level amid a few uncommon occasions. AI moreover auto included to the
lodging website and booking engines can increment the change rate by changing show
alternatives frequently. A potential visitor checks rates and accessibility on booking
engine and AI watches that the deserting rate is higher when the rooms are displayed in
slipping.

Investment with High Return:

It gives tall quality of benefit, agreeing to prerequisite of the inns needs and to channelize
its assets for good return. AI based framework auto illuminate and reminds the lodging
benefactors around the repairs, updates and substitutions of any gear and property. It
employments inhabitance information, criticism and online surveys, self detailed visitor
information to prioritize the vital choices with the greatest return.

Reputation Management:
It can auto filter of audit destinations, recordings, pictures, social systems, blogs and
websites approximately the inn, so that visitor can right away react of any negative
surveys and maintain a strategic distance from any open connection catastrophe. So they
can technique of branding and notoriety upgrade endeavours.

Competitive Intelligence:
Fundamentally, AI based framework can be utilized by the lodging Affili ations
and Government approach, framework and venture choices which can result in
business and income era additionally offer assistance the generally development of
lodging industry. AI based frameworks can test thousands of designs, learn and
progress result for a few times, which is past human capacity. AI too can give
important setting to drive the long run extension. It moreover recognizing inn
requests and supply in specific regions give firm base for extension of inn
commerce. Survey information, socioeconomics and inn pipeline data that set the
order and guidelines benefit to reverberate best with target client sections. AI
frameworks moreover can be utilized by major part within the industry to discover
benefit designs for making inventive administrations and unused brands for
particular client fragments.

4. Customer experience improvement

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Messaging automation
Presently a day’s numerous lodgings that receive informing bolster application with AI-
backed virtual colleagues that can improve visitor fulfilment by making them feel invited
and taken care of. The visitor is active and has no time to download an app or learn how
to utilize a modern gadget. Visitors adore communicating on their terms, which makes
virtual collaborators the foremost effective way to communicate.
Check-in with facial recognition
Facial reorganization system can be utilized to robotize certain confirmation or
authorization forms along with client travel and to move forward the client involvement.
One of the main reason facial recognition is used in hospitality industries for security and
get to purposes. Inside a hotel’s setting, this might cruel utilizing the innovation to allow
visitors get to their lodging room, whereas in airports, it may well be utilized in put of
boarding passes and international id checks.

Smart rooms with voice-control systems

Each individual has claim propensities and regular ceremonies. Suppose one like to wake
up to the sound of the sea, whereas another appreciates keeping the window decoration
closed until the twelve. Taking after the float of computerization and hyper-
personalization, hotels provide visitors the capacity to alter room comforts agreeing to
their inclinations. Hotel chains genuinely make guest voice tuned in by updating rooms
with voice control application.
Many are implemented the customer to book voice control based rooms prepared with an
iPad playing a custom Aloft app giving visitors completely better approaches to
associated with their room. Too a visitor can tell the gadget to turn on purple and blue
lighting, wit play a music video on Youtube or a arrangement through Netflix, or a set a
wanted temperature anything can make a customer happy.

Guest service with a robot’s help

A few hospitality industries are utilize of robot’s that totally replacing of people
and take off them without occupations. Now a day, these type of supper technology
applying in industries which are free from people to schedule assignment like
cleaning of rooms, other services in room etc.

5. Creating Opportunities for Data Science

Data science provides tools for managing guest services & hotel operations, which
influence a customer’s overall experience with the brand. These are the few areas where
AI & its allied technology can play a big role.

Open Pricing: Hotels are shifting towards an open pricing model, wherein they price
their services for different segments (loyal versus occasional, repeats versus premium
customers). They evaluate each customer’s profile & price their services based on the
same, using a Machine learning – led revenue optimization system which integrates
multiple data sources to derive a pricing figure. This can create a substantial positive
impact on ROI (Return on Investment), by optimizing the Average Daily Rate (ADR) &
bringing in higher RevPAR (Revenue per Available room).

Seamless customer experience – Customers look for quick solutions to as much as they
seek quick service from brands. Thus, hotels are adopting messaging support technology
means virtual assistants to maximise guest satisfaction. In terms of hyper-personalization,
hotels can equip their rooms with the latest technology driven amenities to cater to guest
preferences & demand for convenience.

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Actually, the challenge in now a day lies within the truth that visitor desires have risen
significantly. Undoubtedly, the exceptionally concept of the inn visitor encounter has
changed in later a long time, reflecting statistic and innovation changes. We live in an
economy of comfort. Progressively, lodging visitors have come to anticipate a consistent
and frictionless involvement all through their stay with property. Persistence could be a
ideals, or so goes the acknowledged express, but numerous visitors have ended up
impenetrable to this ethicalness. They moreover anticipate lightning quick reactions to
their request to the front work area, for case, whether those reactions are delivered by a
human or by a progressed discourse empowered IVR benefit. The truth is that an
expensive rate of individuals now a day’s really incline towards to associated with a
machine, given by the choice.
Refined Travel searches – Virtual assistant platforms allow both companies &
consumers to perceive travel –related transactions in a new light by curetting a vast pool
of information through AI – powered tools. These tools allow customers to simplify their
search process through images & voice, thereby enabling brands to deliver more accurate
outcomes.

Operational support by Robots – Digitizing customer journeys means re-engineering

steps such as an efficient check-in & check-out experience, room key access, or room-
service ordering to make them available, via a Smartphone-based interface. Bots can also
be deployed for basic room services, including delivery of food, drinks & toiletries to
optimise on-floor movement & ergonomics of the hotel space.

Demand forecasting – From hotel brands to technology start-ups , hospitality & travel
agents are using self-learning algorithms to extract insights from online searches &
historical customer data to predict future price movements. These self learning
algorithms are further aided by data obtained through API integrations to analyse multiple
factors influencing the travel segment, such as seasonal trends, demand growth, limited-
time special offers, airfares, as well as consumer preferences & purchase patterns. API
integrations also allow algorithms to assess the occupancy data from nearby hotels or the
prices quoted by competitors to accurately predict the demand for each room type.

Happy Customers mean Happy Hotels

Sudeshna Datta, Executive Vice President & Co-Founder, Absolute data, has quoted –
that leveraging Data Science doesn’t only work for hotels, but is good for the customer
too. The data can create a clear picture of who the customer is and what they want. From
this, a hotel or a destination can tailor its ancillary services to meet these needs, providing
a better stay experience & boosting incremental revenue at the same time.

The hotel industry must get rid of business silos, embrace & integrate new technologies
such as Artificial Intelligence and cloud platforms to streamline & optimise their revenue
strategy. Smart hoteliers are already realising this and adopting integrated hospitality
management solutions which deploy predictive analytics to price products & services as
well as to promote a wide range of services across multiple channels. With prior
knowledge of guests, their demographic data, purchase behaviour, interests etc., hotels
can effectively price & promote their services across multiple customer segments through
a single automated & data-driven enterprise solution.
Presently a days, a few lodgings are give the office of room customization to a
visitor or individuals which means on the off chance that people groups are interi or
a guest room for the primary time and they moreover discover the everything
precisely what they need such as control the lighting and room temperature,
naturally opening within the morning to their top pick music play list additionally
their morning yoga schedule to spilling substance on the TV screen.

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6. Hospitality Industry needs to embrace technology

E-commerce in India has transformed the hotel landscape. The advent of E-commerce in
hospitality has significantly changed the hotel landscape, in terms of hotel discovery,
access to information & ease of booking – the entire hotel booking experience has
become much more convenient & accessible.
Shifting to online comes with its own pros & cons. Hotels can directly reach a much
wider audience both at the domestic level as well as the internationally. The distribution
network has expanded giving an access to a much larger market – the ability to reach
customers directly & allow them to book online has been a great benefit.
The disadvantages include the competition from online travel agents & consequent
discounting of the product to levels never seen before, which hurts businesses &
undervalues products. This leads to a far more price sensitive market, where every
decision hinges almost exclusively on price. Customers have learnt that booking the
cheapest room or the most heavily discounted room can often result in absolute disaster.
The current trends of cash backs & discounting by intermediaries has changed customer
behavior & demand dynamics, While it has spurred demand in the budget space, we are
likely to see significant customer resistance to paying higher fares when theses discounts
are deleted.
Artificial Intelligence is being leveraged by hotels in various ways, one among them is
sales enhancement tools such as NLP based chat bots, which serve as 24x7 customer
support teams answering all guest questions & increasing booking rates across selling
channels. Predictive analytics tools that harness the power of machine learning can
process data & other insights on guests & their consumption patterns, based on historical
data – allowing for a more effect in E-marketing strategy. The IoT (Internet of Things) is
a powerful concept that has the potential to make the entire hotel experience much more
convenient & personalized for the guest, while also delivering savings through increased
operational efficiency for hotels. It comes with its own set of security challenges because
of so many devices working together. IoT is being currently used in many hotels – to
figure out the presence /absence of customers, help save energy costs & various things.
The modern hospitality personnel has to deal with technology in a fair hand’s on role,
➢ sales team have to work with Customer Relationship Management,
➢ marketing teams have to use digital tools & deal in analytics
➢ finance & operational teams have to use financial & inventory management tools,
➢ HR functions have to work with cloud based recruitment tools
➢ Front-office staff have to work with property management software’s
➢ Owners & senior management have to work with analytical dashboards & reports
So, employees have to be tech savvy, not only for their growth but also for the success of
the organization. Everyone needs to embrace technology, like using smart phones.

The word hospitality itself denotes human relationship. No technology can ever
replace the human interaction – a cordial & welcoming smile, a reassuring voice in times
of crisis, a warm & caring staff assisting a guest with health ailment, an empathetic staff
member who can understand your frustration with something at the hotel & work towards
finding you a solution – these are fundamental aspects of hospitality that can never be
replaced by any amount of automation. The human touch remains at the very hurt of the
industry and this shall remain so, at least for the foreseeable future.
The flip side is that a lot of things can be easily automated, and for some people,
or for some use cases, technology will lead reduction in human interaction. For e.g.,
with smart–phone app check-in & NFC key entry, the entire check-in process is
obviated, so there may not be much use for that in the near future, especially in
business hotels.

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7. Balancing Technology & People

What do you think of Menus on Tablets to take guest orders? Amit Nagpal, CFO at
Azureb Hospitality tosses an idea. He adds, “It will have the method of preparation, how
the dish will look & may be even a video of how it is prepared & plated & approximate
wait time too. This will cut manpower requirements & improve efficiency as the KOT
(Kitchen Order Ticket ) gets fixed directly straight from the Chef. It will cut down on
complaints. And in case the guest forgets to punch in his special requirements, he can’t
blame us. However, the CFO always believes impersonalised service, delivered by
human.
What we need to appreciate is that the past, present & future have always been driven by
innovation & technology. And both are undoubtedly a boon to be embraced but we got to
strike a balance. The organs - the brain, the digestive tract, spinal system, muscle & bone
are faster than the computers, having real intelligence instead of artificial intelligence.
However, the sense organs (skin, eyes, nose, ears , tongue) and body language (facial
expression, gesture & body movements) – may not be that fast or sharp, but they are what
makes us human. They allow us to convey emotions, attitude & personality. Therefore,
technology can be used within the framework of a service in automated areas of cost
control mechanism, supply chain management, inventory management, sales control &
other management functions. Technology must assist in improving speed, eliminating the
possibility of mistakes, cutting costs, improving efficiency & profitability.
We need to be concerned with the upkeep & upgrades of the technology, before they get
outdated. Therefore, you need to understand their cost & time implications and upgrade
accordingly, which is a regular process. We need to keep in mind that technology should
not impersonalize or dilute the interpersonal value internally or externally with customers.
For an organization to grow, & thrive & have a personality, it must be run by living,
breathing, feeling individuals. They may not be capable of thinking about cost-cutting
measures or tracking a parcel or delivery like an app, but they must be able to think, feel
& care about the value they are adding to society, their customers, the people they work
with. They must know how it is important it is to have a cake in front of a guest during
his/her birthday or marriage anniversary, the way she expresses or shares his/her joy. How
important it is for us as humans to assist an elderly gentleman or help a pregnant lady to
carry her luggage. These small gestures cannot be outsourced to technology. The smile on
your face as you deliver an appraisal or a motivational message to someone as you ask
him to move on, don’t leave these to a machine to deliver. The management has to train
the team to understand the value the hotel bring to the guests’ food or any service we
deliver when we add our positive vibes. When the food is cooked & served with love, the
food will taste & look better. Think of a home cooked meat, slightly burnt, placed on a
dining table it would taste awesome & one would love to go back to eat more. Thus, when
food is served to guest with genuine human love, concern & care, then it never goes
unappreciated. So, technology should be inside & human touch should be outside.

Today’s, advance gadgets have more computing control than Apollo 11, as it
were shuttle landed within the moon. Since at that point innovation has taken a big
jump primarily within the segment of manufactured insights. AI is all around us, as
it makes a difference us to form the choice without coming out of shadows. AI has
as of now made critical changes in how companies work and disturbing entire
industry. Among all the businesses, travel and tourism industry is gradually
adjusting these changes. Hoteliers continuously welcome new technological changes
to way better to serve their clients and also never misses the opportunity to gather
information. Lodging like Mariott and Wynn Las Vegas are taking steps to introduce
virtual customer on their properties.

8. Virtual Assistants in Rooms

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The innovative related to AI is advancing each minute. The innovation gets to be

more modern. Hoteliers discover better approaches to treat and lock in with their
clients through in room voice-enabled virtual help devices. Amazon created
uncommon form of its voice help, which can offer assistance clients interface with
the lodging way better than some time recently. The client also can utilize in room
Alexa for administrations such as calls, climate overhaul, ask things, cleaning,
upkeep etc. Inns are popular for rolling out the innovation in an exertion to care to
their visitor needs. Many hotel industries are already implement of this technology
like Marriott lodging as of now collaborated with Amazon to introduce the
innovation in their rooms. Besides, Alexa will moreover permit the hoteliers to
determine visitor engagement with the assistance of analytics and announcing,
permitting lodging to adjust their administrations as per client needs.

9. Internet of Things (IOT)

IOT is assumed to be another enormous alter within the cutting edge industrialized world.
Due to higher selection of innovation connected to the web, we will utilize innovation
such a as Fitbit to track our wellbeing. With the improvement of AI and 5G innovation,
we are closer towards the world with IOT than ever some time recently. By building up
AI within the neighborliness industry, lodgings can make more critical openings to
convey great visitor inviting administrations extending from coordinating visitor
inclinations, proposing books on music, close by sports club to complement client’s taste,
all the way to naturally alarming lodging staff for personalized super choices,
extraordinary benefits and complementary benefits etc. Through interconnected gadgets,
sensors and machine learning, inn operations framework can associated flawlessly with
the physical world, enabling visitors with a exceedingly personalized client encounter. Inn
room can use the existing arrange of innovations in combination with virtual colleagues to
advance upgrade the involvement of the level.

10. Artificial Intelligence with SWOT Analysis

SWOT (Strengths, Weaknesses, Opportunities and Threats) is an important area to get it
the highlights of a business and anticipate the conceivable outcomes as well as identifying
the risk factors.

Since of the originality and popularity of AI approaches inside the age of

advancement, it is vital to advance a practical procedure to embrace it in tourism
and hospitality industry. SWOT analysis on the openings of AI in hotel industry is
appearing in Table-1.

Table 1. Balance Indicator of Response

Statement Balance
Number Statement listed in the questionnaire Indicator
The Chance human employees deliver bad services to
1 customers in hotels is higher than that of AI machine 26.9%
2 AI helps shorten waiting time for services 63.8%
AI maximizes hygiene and cleanliness of hotel properties
3 such as bed sheets and floors 41.3%
4 AI works more effectively than humans 24.3%
5 Applying AI is a modern trend to follow 79.6%

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Strengths are inward features that are the advantages of having AI innovation in
hospitality industry. Weakness outlines the drawbacks that might happen when
functioning of AI. Openings are exterior highlights that AI appears contribute to the
hotel’s enhancement. Threats are too outside perspectives that the industry got to be
mindful and unconstrained incidents. AI based system are utilizing in hospitality industry
then some positive or negative impacts in service such as reduce of manpower, enhance
the quality of service, increase of processing speed and quick response. In the mean time,
the drawbacks can be need of human interaction, innovation newness and troubles in
some errors when occur.

Figure 1: SWOT Analysis

Moreover, applying AI based system in Hospitality Industry offer huge not as it were
openings but dangers for both clients and organizations. “Threats worth saying are need
of work opening for individuals (Davenport 2018, 129)”, “Artificial Intelligence might
take over the world (Pegasystems 2019, 5), client information security (see Woolley
2019) and natural impact. Based on a overview conducted by Concentrix and Intel, AI is
concurred by nearly 3 quarters of organization decision producers (70%) to be a effective
device in managing with natural challenges”. Researchers have found the genuine
potential of Artificial Intelligence in arrive, discuss water environment (Vox Inventive
2018). While, “the enormous utilize of Artificial Intelligence without any economical
methodology may lead to creating as well much vitality into the encompassing
environment (see Lu 2019, Ekin 2019)”. A few of the openings of it can be advancing
computerized machines as human aides with in the field as well as offer a incredible
arrangement for tourism destination for its qualities shown in Table-2. Other openings
would be to from sustainability, progress security and safety. Other than, as a
contemplative person the creator would like to accept that the advancement of innovation
and AI might have positive effect on each self observer and those who do not feels like a
comfortable connection with people. Details of data can be seen in Table-2.

ISSN: 2005-4238 IJAST 4274

Copyright ⓒ 2020 SERSC
 International Journal of Advanced Science and Technology
Vol. 29, No. 5, (2020), pp. 4265 - 4276

Observe that, each unused procedure or application in businesses will comprises of

various field like Strengths, Weaknesses, Opportunities and Threats. It is difficult to
maintain a strategic distance from challenges particularly when they offer colossal
benefits. Understand all factors in a business which is help to make a reasonable
methodology for development of future.

11. Conclusion
The momentous improvement of innovation has improved people’s everyday exercises in
this 21st century. Especially, AI approaches has persistently been worth applying in
hospitality industry to advantage clients since it is uncommon focused on at recognizing
work progresses and growing effectiveness inside the organizations. AI approaches in
hospitality industry are seen as modern machines to not because it was decrease guests
unsatisfactory but moreover to supply inventive services inside the age of advancement.
Some of the factors that respondents consider to be basic are: provides better service,
quick respond, and better security also cleanliness of the property. Applying AI based
systems in hospitality industry may perhaps be challenging due to particular reasons such
as budgetary capacity and estimate of organizations. However, it is conceivable for little
to medium industries to begin from basic form of AI system for illustration; like Chatbots
is advance technology that provides the better service to a customer and quick responses.
Undoubtedly, some organization has been adopting the AI based system and also applying
it while the other organizations are gradually embracing it. Further improvement should
be exhausted arrange to realize the objective of AI based system to advantage of both
businesses and clients. Based on comes about of the research, AI systems may be a
promising technology to be applied in hospitality industry to extend efficiency and also
enhance the client experience. Therefore, Artificial Intelligence based systems are
applying in hospitality industry would benefit for the clients with their relevant
organizations.

12. References
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www.becominghuman.ai.
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[3] Batinić, I. 2015. Organization of Business in Hotel Housekeeping. Journal of
Process Management – New Technologies, International Vol. 3, No.1, 51–54.
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735X/2015/2334-735X1501051B.pdf.
[4] Bradeško, L. & Mladenić, D. 2012. A Survey of Chatbot Systems Through a
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[5] Chibili, M. N. 2017. Modern Hotel Operations Management. 1st ed. London:
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[6] Davenport, T.H. 2018. The AI Advantage: How to Put the Artificial Intelligence
Revolution to Work. Cambridge, MA: The MIT Press.
[7] Lu, D. 2019. Creating An AI Can Be Five Times Worse For The Planet Than A
Car. Accessed 23 October 2019 https://www.newscientist.com/article/2205779-
creating-an-ai-can-be-five-times-worse-for-the-planet-than-a-car/.

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[8] Ekin, A. 2019. AI Can Help Us Fight Climate Change. But It Has An Energy
Problem, Too. Accessed 23 October 2019 https://horizon-magazine.eu/article/ai-
can-help-us-fight-climate-change-it-has-energy-problem-too.html.
[9] Marić, D., Marinković, V., Marić, R. & Dimitrovski, D. 2016. Analysis of Tangible
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[10] Olsen Michael D. and Connolly Daniel J. ,2000, Experience-based Travel: How
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[11] Pegasystems 2019. What Consumers Really Think About AI: A Global Study.
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[12] Vox Creative 2018. How AI Can Help Us Clean Up Our Land, Air and Water.
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[13] Ward, K. 2018. Housekeepling Duties: What You Can Expect From Your
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