Transforming Hospitality: Harnessing Artificial Intelligence for Enhanced Guest Experience and Operational Efficiency

Purpose – The integration of Artificial Intelligence (AI) in the hospitality industry is a burgeoning field of study, yet there is limited research on its comprehensive impact on enhancing guest experience and operational efficiency. This study aims to explore the role of AI in transforming human capital management, knowledge management, and organizational resilience within a luxury hotel in Marrakech, focusing on both the guest experience and operational perspectives. Design/methodology/approach – Employing action research, this investigation analyzes the implementation of AI technologies in a luxury hotel in Marrakech, Morocco. Through qualitative methods including interviews and participatory observations, the study examines AI’s influence on streamlining recruitment, enhancing training programs, facilitating knowledge management processes, and strengthening organizational resilience. The study’s approach identifies key AI-driven transformations by assessing their practical applications within the hotel’s operations. Findings – Our findings reveal significant differences in the application and impacts of AI across various aspects of the hotel’s operations. AI technologies notably improve operational efficiencies, foster a knowledge-driven culture, and enhance the hotel’s resilience to disruptions. Specifically, AI’s role in human capital management, knowledge management, and organizational resilience exhibits a profound effect on both the efficiency of operational processes and the quality of the guest experience. Furthermore, the study highlights the balance between technological advancements and the preservation of human-centric service models. Practical implications – This study outlines actionable strategies for hospitality leaders, presenting a detailed guide for embedding AI within their operations to secure a strategic advantage. It pinpoints critical sectors where AI deployment can yield substantial benefits, advising hospitality entities on judicious resource distribution to boost service excellence, operational agility, and robustness. Originality/value – This study contributes to the sparse literature on the application of AI within the hospitality industry, particularly in enhancing guest experience and operational efficiency. By focusing on a luxury hotel in Marrakech, it offers a unique insight into the practical benefits and challenges of AI integration, serving as a foundation for future research in diverse hospitality contexts.