Impact of artificial intelligence on tourism and hospitality

Smart tourism is becoming the most dynamic industry that is evolving through artificial intelligence. This chapter addresses how different AI tools and technologies are revolutionising the tourism and hospitality industry. To develop a comprehensive understanding, dynamic AI tools like big data, machine learning, speech recognition, robotics, and smart travel assistants are critically analysed in the context of the tourism and hospitality sector. Moreover, strategies for demand forecasting through time series modelling, web searching data and econometric modelling are discussed. Four key issues that shape the future of AI’s impact on the tourism and hospitality sector are presented based on the transformation of employment and workforce, data privacy and security concerns, personalisation versus standardisation, and ethical implications of AI in decision-making. Followed by recommendations for policymakers and practitioners and future insight. Finally, a case study on Accor Hotels and Marriott International is discussed to understand the operational efficiencies and practical challenges.