Smart Hotels: The Role of Artificial Intelligence in Hotel Operations

Introduction

Artificial Intelligence (AI) is a form of computer technology that enables machines to perform tasks that are normally carried out by human intelligence. Such activities include learning from data, spotting patterns, solving problems, and talking with people. AI is a relatively new technology that has gained popularity in the hotel industry, as it can help hospitality businesses provide better services and run their day-to-day operations more effectively. Chatbots, service robots, and data analysis systems are technologies hotels use to improve guest experiences and reduce operational costs.

As shown in studies on the hospitality industry, AI systems can support hotel employees by answering customer questions, booking hotels, checking customer preferences, and helping managers make better decisions. Artificial intelligence can also work with other technologies, such as the Internet of Things (IoT), which links devices like smart thermostats, lighting systems, and security systems to the Internet. These technologies, when combined, are helping the hotel become a smart hotel, with many operations automated and tailored to guests (Gajić et al., 2024). In this chapter, the researcher discusses the change of AI in the hotel industry, its ability to improve the customer experience, and the issues businesses face when implementing AI.

Connection to STS

The topic of AI in hotels is related to Science, Technology, and Society (STS). STS is the study of the effect of scientific development and technological innovation on society and society on the development of technologies. The innovation of artificial intelligence is a technological impact stemming from advances in computer science and data analysis. The introduction of AI technologies in hotels changes how businesses operate and manage customer relationships. An example is the chatbots, which AI should power so guests can talk with the hotel 24/7. Simple tasks that AI can handle in hotels can be pushed off staff’s shoulders, thus leaving them with enough time to engage with clients on a personal level (Gajić et al., 2024). Several guests also seek fast service and customized solutions, prompting hotels to install devices that respond 24 hours a day (Saleh, 2025). It is an innovation that makes the job easier for customers and also changes the work that hotel employees perform. Employees can also attend to the more complex needs of customers or hotel guests, rather than simply responding to simple questions.

At the same time, society influences the use of AI in hotels, as guests want to be served quickly, efficiently, and personally. These expectations are pushing the hotels to use more advanced technologies. Still, STS scholars also discuss data privacy, moral issues, and the likely effects on the labor market. AI can shape what “good service” means when guests get used to instant answers and smooth digital steps. Hotels must also think about privacy, fairness, and job changes as they implement these systems (Gajić et al., 2024). Thus, AI use in hotels proves that the relationship between social change and technological development is strong.

Information on the Topic

AI for Customer Service

Customer service is one of the most popular applications of AI in hotels. Chatbots powered by AI are increasingly appearing on the websites of numerous hotels or on chat platforms. These chatbots can answer common questions, provide information about the hotel’s services, and assist guests with room reservations (Saleh, 2025). Chatbots are fast and operate 24 hrs, which is more convenient for travelers. It is demonstrated that generative AI devices can enhance customer communication by providing personalized responses and suggestions based on customer information (Saleh, 2025). For example, a visitor can ask a chatbot about room availability, their check-in schedule, or places of interest. The chatbot will be able to deliver this information quickly, without any hotel employee having to respond manually. Saleh (2025) notes that results depend on how people ask, so better prompts can yield clearer, more useful replies in real settings.  A request containing confusing issues or an emotional one should be forwarded to a human being so that the system does not respond coldly or inaccurately. A good setup makes the guest feel supported, not pushed away by a screen. This will save hotels time, and staff will be able to attend to more complex guest requests.

Robotics and Automated Services

Robotics is another important area of AI use in hotels. Some hotels are using service robots to deliver items such as food, towels, or toiletries to customers’ rooms. The said robots can move through hallways and climb lifts to reach other floors. Hotels can reduce labor costs and improve efficiency by using robots to perform simple tasks. Some hotels also use robots for contactless service (Gajić et al., 2024). Guests can also enjoy a special, modern experience provided by robot systems. Al-Habash argues that robotics in hospitality can help hotel operations and enable hotels to manage repetitive tasks that would otherwise be carried out by human staff (Al-Habash, 2025). Still, hotels need clear rules and staff training so robots fit into daily work and do not create new service problems (Saleh, 2025). They also need to plan for high costs and protect guest data (Gajić et al., 2024). Thus, these technologies are interesting and attractive to many travelers and are easy to remember, which can improve customer satisfaction.

AI and Hotel Management

Artificial intelligence also has applications in the back office to assist hotel management. AI systems have the potential to process large amounts of data to help managers make more informed decisions on pricing, marketing, and resource management. For example, AI-powered revenue management tools analyze demand trends and dynamically adjust room rates in response to seasonality, event calendars, and booking dynamics (Al-Habash, 2025). Studies of hotel managers also link AI to better operational efficiency, including improved coordination and lower total operating costs (Gajić et al., 2024). In addition, AI can help hotels regulate energy use and reduce waste. The hotel will be able to monitor its energy consumption, automatically regulate room temperatures, and control its lighting systems with the assistance of AI and IoT devices. This kind of setup can also support early fixes by identifying signs that equipment may fail, thereby reducing repair time and surprise costs (Gajić et al., 2024). These innovations are part of the sustainability goals and the reduction of operational costs. Saleh (2025) adds that success depends on clear rules, staff training, and careful use, since AI tools can make mistakes when misused.

Challenges and Concerns

Despite the many advantages of AI, several challenges also demand hotels’ attention. Data privacy is one issue. There is a high likelihood that AI systems are based on customer information and are therefore used to offer personalized services, which means this information must be secured and protected against abuse by hotels. If customer information is not appropriately protected, it may result in a loss of trust or a violation of privacy. IoT devices may also generate a considerable volume of data, which may be vulnerable unless they are protected and updated frequently (Gajić et al., 2024). The other difficulty is the price of applying AI technologies. Integrating robotics, sophisticated software, and IoT systems can be costly, especially for small hotels.

According to Gajić et al. (2024), these systems have high start-up and maintenance costs, which may impede implementation, particularly in small hotels. Moreover, training might be necessary to help employees operate with new technologies. Other authors propose that companies in the hospitality industry should adopt clear regulations to ensure fairness, accountability, sustainability, and transparency when employing AI devices in their operations (Gajić et al., 2024). Researchers further observe that automation may also lead to the loss of certain job categories in the hospitality industry for some workers (Saleh, 2025). Nevertheless, many professionals believe that AI will continue to play an increasingly important role in hotel operations. As AI is successfully applied to human services, hotels can provide more efficient, personalized, and faster services to their clients.

Conclusion

Artificial intelligence is transforming the hotel industry by improving customer service, boosting operational efficiency, and enabling better decision-making. Technologies that can help the hotel automate work and provide customers with personalized services include chatbots, service robots, and AI-powered data analysis systems. AI will also help hotels reduce energy use and increase sustainability when combined with IoT technologies. AI will also help hotels reduce energy use and increase sustainability when combined with IoT technologies. Still, AI use also raises privacy concerns, costs, and staff changes. Hotels have to balance these challenges without halting innovation or improving their services. Overall, AI is an important technological trend shaping the future of hospitality and highlighting the close connection between technology and society.

References

     Al-Habash, O. (2025). The role of artificial intelligence in hotel operations: Revolutionising efficiency. In M. J. Jerez-Jerez, C. Sevilla-Sevilla, & L. Aguiar-Castillo (Eds.), The role of artificial intelligence in the tourism and hospitality sector (pp. 97–118). Routledge. https://doi.org/10.4324/9781003545125-8

Gajić, T., Petrović, M. D., Pešić, A. M., Conić, M., & Gligorijević, N. (2024). Innovative approaches in hotel management: Integrating artificial intelligence (AI) and the Internet of Things (IoT) to enhance operational efficiency and sustainability. Sustainability, 16(17), 7279. https://doi.org/10.3390/su16177279

Saleh, M. I. (2025). Generative artificial intelligence in hospitality and tourism: Future capabilities, AI prompts, and real-world applications. Journal of Hospitality Marketing & Management, 34(4), 467–498. https://doi.org/10.1080/19368623.2025.2458603

Mirai. (2018). Screenshot of hotel AI chatbot conversation. https://www.mirai.com/files/2018/10/Quicktext-Screenshots-EN-min.png

Skift. (2023). A robot delivering room service in a hotel. https://skift.com/wp-content/uploads/2023/06/IMG_2608-scaled-e1688051842968.jpg

Hotenza, n.d. A hotel room tablet. https://hoteza.com/storage/app/resources/resize/1168_1000_0_0_auto/img_d6d0c917b3e417d60f8206b7ae7543c3.webp