The hospitality industry is undergoing a transformation of remarkable depth, fueled by Generative AI. Much like the leap from handwritten ledgers to online booking, this technology is redefining the landscape—changing the way hotels operate and setting a new benchmark for guest experiences by combining digital innovation with human-like responsiveness.
So, what exactly is Generative AI? In simple terms, it’s a type of artificial intelligence that enables digital systems to generate unique, meaningful answers based on vast built-in knowledge. In hospitality, this translates to diverse applications—from intelligent chatbots and voice-controlled room assistants to interactive self-service kiosks and life-like AI avatars.
Unlike traditional digital service systems, GenAI moves beyond pre-scripted interactions, understanding nuanced, multi-part inquiries and offering tailored suggestions based on guest preferences, travel history, or real-time local events.
Ruslan Synytsky, CEO, Ravatar
Such a level of personalisation takes digital engagement to new heights, vastly expanding the scope of tasks these systems can take care of. Customer service is undeniably the area where Generative AI shines brightest. Let’s face it— memorable guest experiences hinge on swift problem-solving, clear communication, and that all-important personal touch. Any shortcomings in this sphere, like long wait times, language barriers, or uneven service tied to human bias, can significantly tarnish a hotel’s reputation.
Generative AI directly addresses these challenges by delivering lightning-fast, 24/7 assistance with the precision and consistency only machines can offer. Unlike human staff, it can handle multiple inquiries simultaneously, offer instant solutions, and adapt to a traveller’s language or cultural nuances. This capability not only enhances guest satisfaction but also eliminates common pain points in global hospitality operations.
Beyond customer service, Generative AI also streamlines hotel operations and tackles the pressing staffing challenges many hospitality properties face today. By managing routine tasks like check-ins and check-outs, providing information on hotel amenities, and answering FAQs, these solutions free up human personnel to focus on more complex and specialised guest needs. And for hotels seeking cost efficiency, the most sophisticated developments, like AI avatars, can fully take over concierge roles, ultimately lowering labor-related expenses, including recruitment and training.
One of the primary examples of such an implementation is our recent undertaking for Aiden by Best Western Lolland in Denmark. RAVATAR, as a provider of interactive 3D digital humans, teamed up with CIC Hospitality, Holoconnectes, and Mews to launch the first-ever AI-powered holographic front desk avatar. It welcomes guests, issues room keys, manages reservations, guides travellers through the hotel offerings, and can even book a taxi to the airport — all through natural, voice-based interactions.
And this is just the beginning. As AI evolves, its applications in hospitality will grow, with intelligent digital assistants continually adapting to new challenges, expanding their skillsets, and blurring the line between human and machine-driven service.
This is why Generative AI is more than just a tool for hotels—it’s a transformative force redefining what top-notch service means today. And if you ask me, investing in it is one of the smartest moves any hotel can make right now to secure a leading edge in the fast-paced, ever-demanding world of hospitality.