A Case Study on the Impact of Artificial Intelligence on a Hospitality Company

Abstract

As the most disruptive technologies, Artificial Intelligence (AI) has been considered as a reliable tool in processing data to enhance business performance. Along with the increasing amount of data generated through online activities by customers, various hospitality companies have been investing in AI-powered solutions to be able to have better understanding about their customers and provide the relevant service to them accordingly. Despite knowing the impact on the customer service orientation, little is known about the impact of AI on the business process of a hospitality company. This paper explores the impact of the adoption of the AI on the business process of a hospitality company to have a better understanding of the extent of particular part of the business process that would benefit from the adoption of AI. It is apparent that Revenue Management and Marketing are the parts of business process within the hospitality industry that would have more positive impact on the adoption of AI. While AI-based marketing would be able to identify and target effectively high-value consumers, revenue management would be able to determine the right pricing strategy in real time due to the vast amount of available data and subsequently would have positive impact on the financial performance of the hospitality company.

Citation

Bounatirou, M. and Lim, A. (2020), "A Case Study on the Impact of Artificial Intelligence on a Hospitality Company", Ruël, H. and Lombarts, A. (Ed.) Sustainable Hospitality Management (Advanced Series in Management, Vol. 24), Emerald Publishing Limited, Leeds, pp. 179-187. https://doi.org/10.1108/S1877-636120200000024013