Short introductionMeet Katarina Railko, a seasoned expert in hospitality with a deep background in travel and tourism, as well as a passionate advocate for entertainment and events. With her extensive experience in expos and conferences, Katarina brings a unique perspective on how technology, particularly AI, is transforming the hospitality industry. In this engaging conversation, we dive into the psychological dynamics of AI adoption, exploring how it shapes guest experiences, impacts staff roles, and balances efficiency with the human touch that defines hospitality. From addressing emotional barriers to envisioning a future where technology enhances rather than replaces personal connections, Katarina shares her insights on navigating this evolving landscape.
How do you see AI currently transforming daily operations in the hospitality industry?
I think AI is revolutionizing the way hospitality businesses operate on a fundamental level. Right now, it’s streamlining repetitive tasks like booking management, inventory tracking, and even basic customer inquiries through chatbots. This frees up staff to focus on more meaningful interactions with guests. Beyond that, AI is enabling predictive tools for things like demand forecasting, which helps hotels and restaurants optimize staffing and resources. It’s not just about efficiency—it’s creating a smoother, more responsive environment for everyone involved.
Can you share some standout examples of AI tools that are really making a difference for guests and employees?
Absolutely. For guests, AI-powered personalization tools are huge—think recommendation engines that suggest tailored dining options or room preferences based on past stays. Chatbots are also a game-changer, handling quick questions or check-ins 24/7. For employees, robotic process automation is taking over mundane tasks like data entry or scheduling, while AI-driven feedback analysis helps managers understand guest sentiments in real time. These tools aren’t just gadgets; they’re reshaping how we deliver service and support our teams.
What excites you most about AI’s potential to enhance guest experiences?
What gets me really excited is AI’s ability to create hyper-personalized experiences. Imagine a system that not only remembers a guest’s favorite room type but also anticipates their needs—like suggesting a nearby event based on their interests or adjusting room settings before they even arrive. It’s about making guests feel truly seen and valued, which is at the heart of hospitality. If done right, AI can elevate that sense of care to a whole new level.
Why do you think emotions play such a significant role in how people accept AI in hospitality?
Emotions are everything in hospitality—it’s an industry built on connection and trust. When people interact with AI, they’re not just evaluating its functionality; they’re gauging how it makes them feel. If a chatbot feels cold or impersonal, a guest might resist using it, even if it’s efficient. Similarly, employees might feel threatened if they think AI is encroaching on their expertise. It’s not about the tech failing; it’s about whether it aligns with our human need for understanding and reassurance.
What are some common concerns you’ve observed among guests when they encounter AI in hospitality settings?
I’ve noticed guests often worry about privacy, especially with things like facial recognition or data-driven personalization. They wonder, ‘How much does this system know about me?’ There’s also a fear of losing the human element—guests might feel uneasy if an AI handles a sensitive issue, like a complaint, because it can seem detached. Many crave that warmth of a real conversation, and AI can sometimes feel like a barrier to that.
How do employees generally respond to AI being integrated into their workplace, especially regarding job security?
Employees often have mixed feelings. On one hand, they appreciate AI taking over tedious tasks, like managing schedules or processing payments. But there’s a real concern about job security—some worry that AI might replace roles entirely, especially in areas like concierge services or front desk operations. There’s also a fear of losing autonomy if AI starts making decisions they used to handle. It’s crucial for leaders to address these anxieties head-on with transparency and training.
Why do you think many people perceive AI as lacking empathy, even when it’s designed to assist?
It comes down to the way AI communicates—it often feels mechanical, no matter how advanced it is. People pick up on the absence of emotional nuance; a chatbot can’t mirror the tone or body language of a caring staff member. We’re wired to seek emotional connection, especially in hospitality, where empathy is key. So, even if AI solves a problem, if it doesn’t feel understanding, guests and staff can sense that gap.
How can hospitality businesses make AI interactions feel more personal and relatable for guests?
One way is to design AI with a more natural, conversational tone—using language that feels warm and friendly rather than robotic. Adding visual elements, like avatars with expressive features, can help too. But more importantly, it’s about blending AI with human touchpoints. For instance, let AI handle initial requests but ensure guests can easily switch to a human for deeper conversations. It’s about making tech a supportive tool, not the whole experience.
What’s the best approach to balance AI’s role with human interaction so guests don’t feel disconnected?
The key is to position AI as a helper, not a replacement. Use it for functional tasks—think booking confirmations or answering FAQs—and reserve emotional or complex situations for staff. For example, a guest upset about a delayed flight might start with an AI chatbot for updates but should seamlessly connect with a person for reassurance. It’s about creating a hybrid model where AI enhances efficiency, but human connection remains the heart of the service.
Why do you think people are so quick to abandon AI after it makes a mistake?
People tend to have high expectations of technology—they assume it should be flawless. When AI messes up, like suggesting the wrong reservation or misunderstanding a request, it shatters that illusion of perfection. Unlike with humans, where we’re more forgiving because we understand errors are natural, AI mistakes feel frustrating because there’s no emotional context to soften the blow. It’s like the system failed at its one job, and trust drops fast.
How can hospitality leaders build confidence in AI among guests and staff, even when errors occur?
Transparency is huge. Explain how AI works and why it might err—like saying, ‘This recommendation is based on your past choices, but let us know if it’s off.’ Also, always provide an easy way to correct or override AI decisions. For staff, training programs that show how AI supports rather than competes with their roles can ease tension. It’s about fostering a mindset that mistakes are part of growth, whether it’s a person or a system.
Why is it so important to allow users to adjust or override AI suggestions, and how does that build trust?
Allowing adjustments gives people a sense of control, which is critical for trust. When guests or staff can tweak AI recommendations—say, changing a room suggestion or ignoring a dining option—it shows the system isn’t dictating their choices. It’s empowering. That flexibility signals that the technology respects their judgment, making them more likely to engage with it rather than feel frustrated or boxed in.
In what ways can AI sometimes make guests or employees feel like they’ve lost control over their decisions?
AI can feel overbearing when it narrows down options too much—like pushing a specific menu or itinerary without showing alternatives. Guests might feel like their preferences are being ignored or that they’re under constant surveillance if data use isn’t clear. For employees, AI decision-making tools can seem like they’re undermining their expertise, especially if the system overrides their input. That loss of agency can breed resentment or unease.
What are practical steps businesses can take to use AI recommendations without making people feel restricted?
Start by presenting AI suggestions as options, not mandates—for example, saying, ‘Here are a few activities you might enjoy,’ instead of, ‘This is your plan.’ Be upfront about data collection, so people know why certain recommendations are made. Also, always offer a range of choices and the ability to opt out. For staff, involve them in shaping how AI tools are used, so they feel like partners in the process rather than pawns.
What is your forecast for the future of AI in hospitality?
I believe AI will become an even more seamless part of hospitality, but only if we prioritize the human element. The future isn’t about replacing people with machines; it’s about using AI to enhance personal connections—think tools that help staff anticipate guest needs with uncanny accuracy, while still leaving room for genuine, unscripted interactions. If we get the balance right, focusing on trust and empathy, AI could redefine hospitality as a space where technology empowers us to be more human, not less.
