Hospitality and Tourism Marketing in an Artificially Intelligent World

Abstract

Peter Drucker’s statement that “the purpose of any organization is to satisfy the customer” is a well-known quote in marketing literature. In the hospitality industry, tourist satisfaction has traditionally been measured by the degree of overall pleasure or happiness experienced by the tourist, resulting from meeting their demands, expectations, and needs. With the development of robots, artificial intelligence (AI), and service automation (RAISA), and their use in travel, tourism, and hospitality, the conversation around customer satisfaction has shifted. The introduction of RAISA has allowed businesses, particularly in the hotel and tourism industries, to streamline their operations, reduce costs, increase productivity, and improve the efficiency and reliability of their services. Self-service technologies and service automation have long been used in airports, hotels, and other establishments to improve customer experience, reduce wait times, and lower operational costs. As a result, an increasing number of hospitality companies are investing in technology to enhance the efficiency and dependability of their services to meet these demands. Many companies in the travel and hospitality industries are increasingly relying on automation to improve productivity and provide services with minimal human intervention. Hotels and travel companies have round-the-clock customer support available to assist guests with their needs. Self-service tools have become available, making it easy to make reservations and perform other tasks without the need to speak to a live representative. Moreover, the economy will increasingly include AI, and this will diminish the need for humans as service providers. The hospitality and tourism industry will benefit greatly from the use of marketing automation. This paper provides detailed information on how AI affects future marketing efforts.