Artificial intelligence in hospitality: investor revealed practical use cases

Utrip founder and Brook Bay Capital investor Gilad Berenstein, in an article published on Hospitality Net, has shown which areas of hospitality artificial intelligence can be applied to and which tasks should remain with humans.

The use cases he describes begin with the shaping of daily work habits, then extend to autonomous systems that communicate with guests, and all the way to guest discovery through artificial intelligence. In other words, this is not only about automating internal operations, but also about how a guest finds and chooses a hotel.

Berenstein's main point is this: artificial intelligence is entering almost every area of hospitality, with the exception being the part the hotel itself chooses to keep with humans. This choice depends less on technological capability and more on which experience the hotel wants to preserve.

For hotels and guesthouses in Azerbaijan, this means that before applying artificial intelligence, it is necessary to determine in advance which stage — reservation, welcome, ordering, billing — will remain in human hands. If this decision is not made, automation, instead of improving the guest experience, makes it colder.