APPLICATION OF ARTIFICIAL INTELLIGENCE IN HOSPITALITY
Abstract
Artificial intelligence (AI) is increasingly transforming the hospitality industry by introducing tools for automation, service personalization, and customer experience improvement. This review paper analyzes current trends in AI applications within hospitality, relying on recent academic literature and case studies. The focus is placed on the integration of AI into restaurants, hotels, and customer interaction through technologies such as chatbots, predictive analytics, digital assistants, and robotics. Furthermore, it examines consumer perceptions toward these innovations, including trust, acceptance, and concerns. The findings indicate that AI significantly contributes to operational efficiency and business profitability, yet it also raises challenges related to data security, workforce displacement, and reduced human interaction. This paper provides an overview of the benefits, limitations, and future directions for AI implementation in the hospitality sector, aiming to foster broader discussion and further research in this rapidly evolving field.
References
Aggarwal, S., Sharma, C., Nigam, V., & Roy, S. (2024). Consumer attitudes towards AI in hospitality – A study on emerging applications. International Journal For Multidisciplinary Research, 6(2).
Batra, S., & Chatterji, A. (2024). Enhancing customer experience in the hospitality industry through artificial intelligence. Don Bosco Institute of Technology Delhi Journal of Research.
Berezina, K., Ciftci, O., & Cobanoglu, C. (2019). Robots, artificial intelligence, and service automation in restaurants. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality (pp. 185–219). Emerald Publishing Limited.
de Lurdes Calisto, M., & Sarkar, S. (2024). A systematic review of virtual reality in tourism and hospitality: The known and the paths to follow. International Journal of Hospitality Management, 116, 103623.
Fedosova, K., & Katunian, A. (2024). The use of artificial intelligence in the restaurant business. Turystyka i Rozwój Regionalny, 22, Article 16.
Huang, A., Ozturk, A. B., Zhang, T., de la Mora Velasco, E., & Haney, A. (2024). Unpacking AI for hospitality and tourism services: Exploring the role of perceived enjoyment on future use intentions. International Journal of Hospitality Management, 119, 103693.
Imad, A. (2019). Remodeling hospitality industry through artificial intelligence. In 2019 13th International Conference on Software, Knowledge, Information Management and Applications (SKIMA) (pp. 1–7). IEEE.
Indora, A. (2024). Artificial intelligence (AI) in the hospitality industry: A review article. International Journal For Multidisciplinary Research, 6(3).
Kapur, P., & Williams, J. D. (2025). Balancing efficiency and human touch: The role of AI and robotics in hospitality. Artificial Intelligence, Machine Learning, & Robotics in Business, 1(1), 49–51.
Kong, H., Yin, Z., Chon, K., Yuan, Y., & Yu, J. (2024). How does artificial intelligence (AI) enhance hospitality employee innovation? The roles of exploration, AI trust, and proactive personality. Journal of Hospitality Marketing & Management, 33(3), 261–287.
Koo, C., Xiang, Z., Gretzel, U., & Sigala, M. (2021). Artificial intelligence (AI) and robotics in travel, hospitality and leisure. Electronic Markets, 31(3), 473–476.
Law, R., Li, G., Leung, R., & Li, Z. (2024). The past, present and future of AI in hospitality and tourism – a bibliometric analysis. International Journal of Contemporary Hospitality Management, 37(7), 2287–2310.
Limna, P. (2023). Artificial Intelligence (AI) in the hospitality industry: A review article. International Journal of Computing Sciences Research, 7, 1306–1317.
Li, M., Yin, D., Qiu, H., & Bai, B. (2021). A systematic review of AI technology-based service encounters: Implications for hospitality and tourism operations. International Journal of Hospitality Management, 95, 102930.
Liu, Y., Li, Y., Song, K., & Chu, F. (2024). The two faces of Artificial Intelligence (AI): Analyzing how AI usage shapes employee behaviors in the hospitality industry. International Journal of Hospitality Management, 122, 103875.
Lodhi, R. N., Del Gesso, C., Asif, M., & Cobanoglu, C. (2024). Exploring virtual and augmented reality in the hospitality industry: A bibliometric analysis. Tourism and Hospitality Management, 30(1), 67–84.
Manteuffel, E., Lavrentieva, S., & Volosach, V. (2025). Artificial intelligence in the hospitality industry: The balance between automation and maintaining a personalized service. Gostinichnoe delo (Hotel Business).
Marr, B. (2019). Artificial intelligence in practice: How 50 successful companies used AI and machine learning to solve problems. John Wiley & Sons.
Pagaldiviti, S. R., & Roy, B. K. (2024). Exploring the balance of automation and human touch: A literature review on AI and robotics adoption in the hospitality industry. Asian Journal of Education and Social Studies, 50(12), 10–9734.
Rafdinal, W., Wibisono, N., & Setiawati, L. (2024). Customer-centric virtual reality applications adoption in the hospitality industry: Quality-value-based adoption model. Journal of Hospitality and Tourism Insights, 7(3), 1594–1614.
Salama, A. (2024). The impact of AI applications (virtual reality and augmented reality) in the hospitality industry: Opportunities and challenges. Journal of Association of Arab Universities for Tourism and Hospitality.
Sousa, A. E., Cardoso, P., & Dias, F. (2024). The use of artificial intelligence systems in tourism and hospitality: The tourists’ perspective. Administrative Sciences, 14(8), 165.
Wang, Y. C., Chi, O. H., Saito, H., & Lu, Y. D. (2024). Conversational AI chatbots as counselors for hospitality employees. International Journal of Hospitality Management, 122, 103861.
Yang, L., Henthorne, T., & George, B. (2019). Artificial Intelligence and Robotics Technology in the Hospitality Industry: Current Applications and Future Trends. In M. S. Khan, M. Gupta, & B. Sinha (Eds.), Digital Transformation in Business and Society (pp. 211–228). Springer.
Zahrani, M. A., Ziaeian, M., & Bamakan, S. M. H. (2025). The metaverse and sustainable tourism: Opportunities, challenges and future trends. Sustainable Futures, 101006.