Tourismus ist ein wichtiger Wirtschaftszweig und beschäftigt Millionen von Menschen weltweit. Die Zahl der Reisenden steigt kontinuierlich an und es ist kein Ende in Sicht. Diese Entwicklung beeinflusst zunehmend die Hotellerie, denn es entwickelt sich ein starker Wettbewerb zwischen kleinen und mittelständigen Hotels. Die Aufgabe der Hotels ist es also, möglichst rentable Kundenbeziehungen aufzubauen, um weiterhin am Markt präsent zu sein.
In der Vergangenheit reichte es aus, die Kunden zufrieden zu stellen, doch dies ist heutzutage längst nicht genug. Die Hotels müssen einen hervorragenden Service anbieten, um die Kundenwünsche zu übertreffen und sich dadurch einen Vorteil gegenüber der Konkurrenz zu verschaffen. Durch die technologischen Entwicklungen im Bereich Künstliche Intelligenz, gibt es immer mehr Möglichkeiten, die hierfür genutzt werden können. Der Einsatz von Maschine Learning, Natural Language Processing und Robotern bietet Hotelmanagern die nötigen Voraussetzungen. Der Dienstleistungssektor ist jedoch stark von Menschen geprägt und somit stellt sich die Frage, inwiefern Künstliche Intelligenz die Kundenzufriedenheit und das Erlebnis im Hotel verbessern kann.
Diese Hausarbeit widmet sich der beschriebenen Problematik und versucht durch eine Literaturrecherche die Thematik zu erforschen.
Table of Contents
1. Introduction
2. Theoretical Background
2.1 Characteristics of the Hotel Industry
2.2 Customer Experience in Hotels
2.3 Artificial Intelligence in Hotels
3. Best Practise Examples of Robotics
3.1 Robotic Concierge at Hilton Hotel
3.2 Henn-na Hotel in Japan
4. Improvements of Customer Experience by using Artificial Intelligence
4.1 Before the Trip
4.2 During the Trip
4.3 After the Trip
5. Conclusion and Implications for Future Research
Research Objectives and Core Themes
The primary objective of this paper is to explore the potential applications and advantages of integrating Artificial Intelligence (AI) into the hotel industry to enhance the overall customer experience. By examining current trends, digital touchpoints, and the customer journey, the research investigates how AI technologies can facilitate personalized services, optimize pricing, and address challenges such as labor shortages while maintaining the necessary emotional connection between hotels and their guests.
- Correlation between Artificial Intelligence and customer experience in the hotel sector.
- Analysis of the customer journey (Before, During, and After the trip) using the ASIDAS model.
- Evaluation of best practice examples, including robotic concierges and fully automated hotels.
- Impact of AI on service personalization and customer loyalty.
- Limitations of technology in replicating human emotional interaction in hospitality.
Excerpt from the Book
3.2 Henn-na Hotel in Japan
Another best practise example is from Asia. In July 2015 the first robot hotel was opened in Nagasaki, Japan. The word “henn” is Japanese and means “to change”, to change to something new, to something exceptional. The Henn-na Hotel is located right next to a theme park, called “Eco-Friendly Future City”. 80 robots work in the hotel, some of them look like humans and some like animals. The robots are employed along the customer journey with the aim to make it more efficient. Thus, cheap prices can be offered to the guests, because robots can work 24 hours a day without a break, seven days a week and do not need vacations. Everything between check-in and check-out is made by robots. Humans only interact if something unforeseen happens. Using robots also contributes to overcome the challenge of labour shortage as mentioned in chapter 2.1. The website promises a delightful stay full of surprises and fun.
Looking at reviews on TripAdvisor staying at the Henn-na Hotel is entertaining, if you want to see a robot-staffed hotel, especially for children. But customers also mentioned that most facilities are run by technologies and not by robots themselves. Therefore, most guests will only stay at the hotel once in their lives. Reviews were mostly made by Germans or Americans. According to the research of Tung and Law, there are a couple of differences regarding the acceptance of robots. The culture of customers is very important, for example Chinese and Korean guests like to engage with robots, whereas Germans prefer the interaction with human staff. Furthermore, it depends on the appearance of the robot, the more humanoid or animacy they look and behave, the more accepted they are.
Summary of Chapters
1. Introduction: This chapter highlights the significance of the tourism and hotel sector, outlining the necessity for innovation to improve service quality and competitiveness through Artificial Intelligence.
2. Theoretical Background: This section explains fundamental concepts including the characteristics of the hotel industry, definitions of customer experience, and the role of Artificial Intelligence and Machine Learning.
3. Best Practise Examples of Robotics: This chapter analyzes real-world implementations of AI-driven robotics, specifically focusing on the Hilton "Connie" concierge and the fully robot-staffed Henn-na Hotel.
4. Improvements of Customer Experience by using Artificial Intelligence: This chapter examines the specific benefits of AI along the customer journey, categorized into the stages of before, during, and after a trip.
5. Conclusion and Implications for Future Research: This concluding chapter synthesizes findings on AI’s role in service personalization and provides recommendations for future empirical research on customer satisfaction.
Keywords
Artificial Intelligence, Hospitality Industry, Customer Experience, Customer Journey, Robotics, Machine Learning, Personalization, Service Quality, Automation, Hotel Management, ASIDAS-Model, Customer Loyalty, Chatbots, Digitalization, Employee Interaction.
Frequently Asked Questions
What is the fundamental focus of this research paper?
The paper explores the intersection of Artificial Intelligence and the hospitality industry, specifically examining how AI technologies can be implemented to enhance the customer experience.
What are the central themes discussed in the work?
The main themes include the definition and evolution of customer experience in hotels, the technical foundations of Artificial Intelligence, and the strategic application of robotics and digital assistants within the service lifecycle.
What is the primary research question being addressed?
The study seeks to answer: "In what way does Artificial Intelligence improve the customer experience in hotels?"
Which scientific methods were utilized in this study?
The author employed a literature-based research approach, analyzing existing studies on marketing, hospitality, and AI, combined with case study examples of early adopters like Hilton and Henn-na Hotel.
What is the core content of the main chapters?
The main body covers the theoretical foundations, analysis of best-practice examples of robotics in hotels, and a systematic breakdown of how AI enhances customer touchpoints at different stages of the travel process.
Which keywords best characterize this study?
Key terms include Artificial Intelligence, Customer Experience, Hotel Industry, Robotics, Personalization, and the Customer Journey.
How does the Henn-na Hotel utilize robotics in its operations?
The Henn-na Hotel uses approximately 80 robots to manage almost all operations between check-in and check-out, aiming to increase efficiency, reduce labor costs, and provide a unique, "delightful" stay for guests.
What are the cultural limitations regarding robot acceptance in hotels?
Research cited in the paper indicates that robot acceptance varies by culture; while some groups like Chinese or Korean guests enjoy robotic interaction, Western guests, particularly Germans, often prefer interacting with human staff.
Does the author conclude that robots will eventually replace hotel staff?
No. The author concludes that while AI is highly effective for tasks and data analysis, human interaction remains the most crucial aspect of providing unique customer experiences, and AI should serve as a support tool for complex tasks rather than a total replacement.
- Quote paper
- Jasmin Armbruster (Author), 2018, Artificial Intelligence in the Hospitality Industry, Munich, GRIN Verlag, https://www.grin.com/document/498676
