Balance between IQ & EQ

AI is booming in just about every sector. It is also slowly seeping into the hotel sector. If not in the intelligent controls of the rooms, it is in the underlying software of check-in and the like. Robots are also being used to support employees. At the voco hotel in Vilvoorde, for instance, robots are used to help with luggage. Room service is also largely handled by robots.

We think this makes sense in a way, as it has not become easier to find staff in our sector. Especially after the pandemic a while ago. The younger generation is no longer lying awake to find a job in the hospitality industry. Certainly not because irregular hours are inherent in this sector. And the younger generations attach great importance to a good work-life balance, which is obviously not always possible in our sector. You already have to have a special passion for it to keep it up. So alternatives are sought. Automation, robots, you name it.

While we certainly get this, we still wonder about the human 'touch'? Something rather typical in the hospitality sector. Especially if you are looking for something more than just an overnight stay and possibly breakfast. People expect an experience when they check in. Wellness, fitness, a cosy lounge bar, a top restaurant, activities ... and that is hard to accommodate with impersonal and generic AI, we think. Because besides IQ, there is also EQ, the emotional coefficient.

There are certainly some benefits to be listed for integrating AI. Think improved customer experience, operational optimisation, cost efficiency, safety/security and/or 24/7 availability. 

But we still like to dot some challenges when it comes to implementing artificial intelligence:

1. Loss of the human element: many guests value the personal touch and human interaction they experience in hotels. Too much automation can diminish this value.

2. Employment concerns: there are concerns that AI could replace some jobs in the hotel industry, leading to unemployment.

3. Privacy concerns: with AI systems analysing and storing guest data, there are concerns about data privacy and how this information is used and protected.

4. Reliance on technology: relying too much on AI can be problematic if systems fail. Staff still need to be trained to perform tasks manually in case of technical problems.

So there is still a long way to go, when it comes to such systems. In a sector where the human aspect is paramount, we can only emphasise some caution. In a supporting role, we can really see AI finding its way, but it should never, ever replace humans. Because then we are far from home. Especially in a world where perception plays an increasingly important role. We are the same categorically: let EQ always hold sway over IQ!■

Guillaume Vyncke & Gauthier Beyaert
Founders of Zest, the Ghent-based hospitality communication agency.