AI AdvisoryFor Hotels
Which AI is worth buying, which is a feature list with a new label, and what has to be true before any of it works.
Hospitality is a people business. Good AI, like good IT, works quietly in the background: improving the guest experience, making staff more efficient, and taking friction out of the day. Every vendor in hospitality now has an AI story, and a GM is expected to judge them between a staff rota and a wedding enquiry. Some of it saves real hours. Most of it will not survive contact with a busy Saturday. We help operators tell the difference, and we are happy to say when the answer is to wait.
What is included
- A review of the AI features already inside your PMS, revenue, messaging and review tools, most of which are paid for and unused
- An honest assessment of what would save hours at your property, and what would not
- Data protection review: where guest data goes when a tool is AI-powered, and whether that sits inside your GDPR obligations
- Vendor questions written for you to ask before signing, and help reading the answers
- Pilot design with a defined success measure, so a trial ends in a decision rather than a subscription
- Readiness work on the network, the PMS integrations and the data these tools depend on
- A short briefing for owners or the board in terms they can act on
Who it is for
Operators being sold AI by their PMS vendor, groups planning next year's technology budget, and owners who want a straight answer rather than a demonstration.
Our view
What we say to operators before they sign anything.
AI could replace a front desk role. Whether it should is a decision, not an inevitability.
Treat it as a choice you own, rather than something happening to you.Cut the junior roles and you lose the managers and executives of the future.
Reception and reservations are where general managers learn the business. That pipeline is not a line you can re-hire later.Staff who understand AI will not be replaced by it.
The cheapest investment available is teaching your team to use the tools they already have licences for.The best use of AI in a hotel is joining systems up.
Less retyping between PMS, POS and email. Less friction for staff, better output from the same headcount.Judgement, accountability and reading a room stay human.
A tool can prepare a decision. It cannot carry the consequences of one.Your vendor's AI is only as good as the data you have been feeding the PMS for ten years.
Rate codes, market segments and guest records first. Tools second.If a supplier cannot tell you where guest data is processed, that is your answer.
Ask in writing. The good ones answer within a day.A pilot without a success measure is just a subscription.
Decide what would make you say no before it starts.Questions we get asked
Do you sell an AI product?
This engagement is advisory. We are paid for the assessment, not for a licence, so the recommendation can be to keep what you have or to do nothing yet.
Is our guest data safe in these tools?
It depends entirely on the vendor and the configuration. The questions that matter are where the data is processed, whether it trains a shared model, how long it is retained and who can access it. Most vendors answer these properly when asked directly, and the ones who cannot are the answer in themselves.
Where does AI actually save a hotel time today?
The useful cases are narrow and unglamorous: drafting replies to guest messages and reviews, summarising what happened overnight, answering the questions staff ask the duty manager fifty times a week, and cleaning up the data a revenue system depends on.
Start with the Wi-Fi
A guest Wi-Fi audit is the quickest way to see how we work: we survey the property, test what guests actually experience, and report on what needs doing and what it costs. The findings are yours whether or not you go ahead.
Other services
Hotel IT support
One number for reception, the back office and the duty manager at 2am.
Read moreCyber security for hotels
Guest data, card payments and the accounts inbox, protected without a security team on site.
Read moreBackup and disaster recovery
Get the PMS back before the next arrival, not the next working day.
Read moreGuest Wi-Fi and networks
The amenity guests score you on, designed for thick walls and full houses.
Read moreFractional CTO as a service
Senior technology leadership for hotels, by the day rather than by the salary.
Read moreInfrastructure and comms rooms
Cabling, switching and firewalls, specified once and documented properly.
Read more