AI and Personalisation

This chapter explores how Artificial Intelligence (AI) and Virtual Reality (VR) have revolutionised the tourism and hospitality (T&H) industry by leveraging their power to enhance guest experiences and boost efficiency. VR is a complementary tool to AI that provides “try-before-you-buy” environments that eliminate uncertainty in the decision process when making travel plans. The chapter illustrates how AI and VR have the potential to revolutionise guest satisfaction, loyalty, and sustainability within the industry through various examples from Dubai. Despite their advantages, balancing technological innovation with the critical human elements of hospitality remains a key challenge. The integration of these technologies requires robust policies to address ethical challenges, such as data privacy and algorithmic biases. The chapter closes with a discussion of these obstacles and recommendations for future research, indicating the need for strategic guest-driven implementation to ensure the long-term viability of the T&H industry.