Artificial Intelligence: At The Service of High Customization Tourism

Walter Raymond

The incorporation of intelligent technology, together with a delicate and attentive personalization of services, is significantly changing the qualities of high-end tourism.

Artificial intelligence and technology have reached the world of the most demanding tourism in unimaginable ways and is revolutionizing the way we travel.

In a short amount of time travelers will be able to enter a travel agency where discrete facial recognition mirrors will identify  when he or she enters the reception and proceed to set a “smart” room according to the tastes, desires and personal needs that the traveler expressed at the time of making his or her reservation. Details such as the density and comfort of the bed, the ambient temperature, the intensity of the light and even the presence of digital screens that light up and expose the works of their favorite artists, are just some of the details of comfort and luxury that artificial intelligence can provide high-end tourist services.

Marriot Vroom The Luxury Trends
Marriot VR Room, The Luxury Trends

Personalization and differentiation

A recent study by the French firm Saber & YouGov, specializing in intelligent solutions, indicated that 65% of the travelers rated the customization of the services they access as very important. In the segment related to the generation Z denomination, between 18 and 24 years of age, 74% considered systematic personalization in tourism services as fundamental. To achieve this goal of satisfaction, intelligent technology has been integrated into exclusive tourism services in order to provide very personalized services. The enormous data processing capacity of the AI, its ability to “learn” and process those results and then generate actions, allows the hospitality industry to detect and identify individual preferences of travelers and provide greater comfort and satisfaction for tourists.


A different and better world

In the dressing room of a luxury hotel room, a high-tech mirror controlled by gestures will provide the traveler with instant information about the stock market, news, beauty tutorials or entertainment, among other services. The North American chef Florian Pinel, has created together with IBM an AI system called Chef Watson, which offers suitable diets for all kinds of people. It allows choosing the right menu for individuals that is personal and safe, even for people affected by food intolerances such as celiac disease or diabetes, wherever they are in the world.

In addition to this type of technology virtual reality glasses allow, in some capacities, for users to explore specific places and evaluate the comforts of hotels and services before making a reservation. A prestigious hotel chain in the Balearic Islands, Spain, offers virtual tours of its facilities to help potential customers make a decision.

In several cities of the world, beacons are being installed, which together with GPS, allows traveler to guide themselves through the places of their preference. Upon returning to your room, the traveler will find blinds, curtains and room temperature according to their tastes and needs. Even your favorite drink will have the right temperature, all without the traveler having to perform any task. The Moroccan Tourism Office has also incorporated artificial intelligence into its tourist services. The office offers virtual tours of the streets of Marrakech, allowing travelers to previously explore places of interest and evaluate and decide how to schedule their own personalized itinerary.


Smart technology + personalization

The incorporation of intelligent technology, together with a delicate and attentive personalization of services, is significantly changing the qualities of high-end tourism. Friendly receptionists, assistants able to entertain children or receive support in different languages, are services that are available to the most demanding traveler. This is the case at the Ghent Marriott Hotel in Belgium, where a small humanoid robot with face recognition cameras, which can communicate in 19 languages, serves and guides tourists. You can even request a taxi, suggest ideal departures according to the traveler’s style or entertain for a limited time the children with games and riddles.

At the Hilton McLean Hotel in Virginia, the concierge is a device created and driven by IBM. Even further, the Henn-nna Hotel has arrived in Sasebo, Japan, where the entire staff is made up of intelligent machines. On the high seas, the delicious and creative cocktails of the Royal Caribbean cruises are masterfully prepared by robot waiters.


We are in the twilight of technological changes in the tourism industry, a kind of silent revolution starring and driven by artificial intelligence that collaborates to provide the greatest comfort and personalization possible in the world of luxury tourism. 

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