ARTIFICIAL INTELLIGENCE AS A TOOL FOR PERSONALIZATION OF HOSPITALITY INDUSTRY SERVICES
Abstract
The prospects and directions of using of artificial intelligence (AI) technologies as a tool for personalization of services in the hospitality industry are substantiated in the article. The stages of implementation of artificial intelligence technologies in the personalization of services in the hospitality industry are defined and the results of personalization with the help of AI are outlined. Among them: segmentation and creation of client profiles; predictive analytics; personalized recommendations and interactions; development of personalized routes; creation and placement of personalized content; personalized promotions, discounts and loyalty program; quick reaction to offers, reviews and customer complaints and dynamic optimization of pricing. It is substantiated that artificial intelligence technologies help to understand and satisfy the needs of customers of the hospitality industry at all stages of service, from choosing a tour and developing a route, to establishing comfortable conditions in the room. The advantages of AI – hyper-personalization in the hospitality industry for customers and companies are systematized. It is determined that, at the same time, the introduction of hyper-personalization in the activities of companies forces them to face certain challenges, which include challenges related to privacy and ethics, excessive personalization, excessive dependence on artificial intelligence and the complexity of implementing AI technologies. It is justified that companies that can overcome the mentioned challenges and start using AI tools in their activity will make an investment in ensuring the competitiveness of their business in the long term, because technologies continue to develop, opening new and new levels of personalization. It was determined that the prospects of using AI technologies in the transformation of the travel industry in the future are: the ability of AI to recognize emotions in the voice and facial expressions of guests; integration of AI with augmented and virtual reality technologies; the ability of AI to anticipate customer needs and take into account the context of the customer's situation when developing proposals and recommendations; integration of AI and the Internet of Things for the personalization of physical spaces.
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American Express Travel (2024) 2024 Global Travel Trends Report. Available at: https://www.americanexpress.com/en-us/travel/discover/get-inspired/global-travel-trends
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Dowling L. (2023) How AI is Transforming the Travel Industry. Pathmonk. Available at: https://pathmonk.com/how-ai-is-transforming-the-travel-industry/
Mnyakin M. (2023). Big Data in the Hospitality Industry: Prospects, Obstacles, and Strategies. International Journal of Business Intelligence and Big Data Analytics, 6(1), 12–22. Available at: https://research.tensorgate.org/index.php/IJBIBDA/article/view/4
Natanson E. (2023) Hyper-Personalization Is Already Here – Its Future Is Even More Cutting-Edge. Forbes. Available at: https://www.forbes.com/sites/eladnatanson/2023/06/01/hyper-personalization-is-already-here---its-future-is-even-more-cutting-edge/
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Said S. (2023). The Role of Artificial Intelligence (AI) and Data Analytics in Enhancing Guest Personalization in Hospitality. Journal of Modern Hospitality, 2, 1–13. Available at: https://www.researchgate.net/publication/376218704_The_Role_of_Artificial_Intelligence_AI_and_Data_Analytics_in_Enhancing_Guest_Personalization_in_Hospitality
Twilio Segment (2024) The State of Personalization Report 2024. Available at: https://segment.com/state-of-personalization-report/
Svitla team (2024) AI Use Cases in Personalized Traveling Recommendations. Available at: https://svitla.com/blog/ai-use-cases-in-traveling
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