By Andrew Guy, CEO at FD Intelligence
My previous post explored the challenges of critical staff shortages, surging operational costs and evolving consumer demands facing the hotel industry. Now, I’ll explain why and how intelligent automation and AI are successfully addressing these challenges, while creating growth opportunities in 2025.
Intelligent automation is a true “do more with less” capability that enhances productivity, streamlines operations and improves customer experiences.
Unsurprisingly, it’s catching on with forward-thinking hotel groups. A recent Deloitte survey highlights that 50% of hotels are adopting new technology, 43% are automating repetitive tasks, and 39% are upgrading existing systems.
What is Intelligent Automation
Intelligent automation combines robotic process automation (RPA), artificial intelligence (AI), and machine learning (ML) to create a more efficient and productive workplace.
Think of it as a team of AI-powered, software-based assistants that work tirelessly and error-free around the clock. These robots can read screens, interpret handwriting, and analyse complex data to support smarter decision-making.
The beauty of intelligent automation lies in its collaboration with human employees. If a robot encounters a challenging scenario, it knows when to seek guidance, so no errors slip through the cracks.
How It Works
- SEE: Robots “see” the screen like a person, handling prompts and reading documents, emails, and even handwriting to extract relevant information.
- THINK: Using machine learning algorithms, robots analyse data, make decisions, and flag anomalies for review.
- DO: Robots follow business rules to perform repetitive tasks error-free, 24/7. They also involve human employees when extra judgment is required.
This synergy creates a highly productive workforce of software robots, AI, and employees.
Enhancing Operations with Intelligent Automation
Intelligent automation can transform nearly every facet of hospitality. What will this look like? Reservations can be streamlined not just for consumers but also for business clients, agents, and events, with real-time performance reports and snapshots available on demand.
Finance tasks? Start removing manual errors with automated invoice processing, supplier statement reconciliation, and even credit card tagging. Simplify everything from budgeting to revenue and VAT checks. Also, automate commission checks, ensuring they only apply to eligible bookings.
Membership management becomes a breeze when Leisure, Spa, and Golf systems are unified, creating a seamless experience for guests.
HR teams appreciate how onboarding, offboarding, time tracking, attendance, and compliance with right-to-work rules can all be automated, saving time and reducing errors.
Sales and marketing efforts also get a boost. Employees have more time and capabilities for upselling and sharing promotions. Integrated and automated chatbots, web booking enhancements, and other tools make the guest experience even more intuitive and convenient.
Other exciting opportunities emerge with intelligent automation. Data mining uncovers valuable insights, and a virtual concierge can personalise guest experiences, while opening up cross-sell opportunities.
Key Benefits of Intelligent Automation
Productivity boosts
Handle peak workloads confidently without expanding headcount and scale existing resources to accommodate growth.
Cut costs and risks
Perform tasks faster and with greater accuracy to boost compliance and quality, while reducing labour costs, with up to 30% savings achievable.
Happier effective employees
Free employees from manual tasks, allowing them to focus on customer satisfaction and revenue-generating activities.
Improved customer service
Faster service delivery and fewer errors translate into improved guest experiences and increased loyalty.
Speed to value
Simple automation scenarios deliver benefits within weeks, while more complex, end-to-end implementations are achievable in 3-4 months.
Real-World Success Stories
Hotel Collection
Northern Ireland’s premier luxury hotel and spa collection transformed its reservation process with intelligent automation, cutting processing time by 60% with zero errors.
By saving two full-time equivalent (FTE) days per week, staff now focus on upselling and improving guest experiences, driving repeat business.
Crieff Hydro Hotel
This luxurious family spa resort enhanced its room booking process. Previously, a team member spent six hours daily handling basic web bookings.
With automation, this time is freed for more complex tasks, enhancing customer experiences. The process now logs bookings into the property management system (PMS) and sends confirmations to guests faster, significantly improving service from the moment a reservation is made.
Embrace The Future
The hospitality industry faces mounting pressure to adapt, and intelligent automation offers a clear path forward. By streamlining operations, enhancing customer satisfaction, and driving cost savings, hotels can remain competitive and thrive.
In the next post, I’ll provide actionable insights to help you successfully implement intelligent automation across your hotel’s operations. Stay tuned!
