We’ve all heard of Artificial Intelligence (AI) but there’s a new wave coming: Artificial General Intelligence (AGI), which is so advanced that it is being compared to human intelligence.
According to Nicolas Nasra, Head of Hotel Advisory, Hospitality & Tourism, Colliers in MENA, while AI excels at specific tasks like personalising guest experiences and optimising operations, it is limited to predefined functions.
“AGI will be capable of understanding and learning across a broad range of tasks, rather like humans. In hospitality, AGI could revolutionise operations by autonomously managing everything from dynamic pricing to real-time guest interactions. It could predict maintenance needs before issues arise and offer personalised travel advice that adapts with each interaction. Investing in AI today sets the stage for AGI to transform hospitality into a truly intelligent and adaptive experience,” he says.
But it’s not just all about AI and AGI. “The Internet of Things is transforming hotels into smart environments, where room settings adapt to each guest’s preferences, enhancing comfort and satisfaction. Contactless technology has become essential, offering secure and seamless interactions through mobile check-ins and biometric payments. As sustainability gains importance, technologies that support eco-friendly practices, such as energy management systems, are critical for attracting environmentally conscious travellers. And, cloud computing is centralising operations, enabling hotels to scale efficiently while maintaining data security. These technologies are not just enhancing operations–they are all redefining the guest experience,” adds Nasra.
Amit Sharda, Chief Operating Officer, Prologic First, says that in today’s fast-paced world, technology is the backbone of hospitality.
“Incredible innovations are centre stage. AI is revolutionizing how we connect with guests; cloud-based Property Management Systems are game-changers, streamlining operations and bringing everything together under one roof,” he says. “Contactless tech—think mobile check-ins and digital keys–make travel smoother and safer. And let’s not forget the impact of the Internet of Things, which is quietly working behind the scenes to save energy and keep everything running smoothly.”
Experts also shared their views on the investments in technology that stakeholders are – or should – be making now and in the future, and how they can ensure that they are using the right tools to enhance operations, the guest experience and workforce happiness.
In Colliers’ Nicolas Nasra’s experience, strategic technology investments are crucial for staying ahead in the fast-paced hospitality industry.
“Property Management Systems and mobile technology are foundational tools that streamline operations and personalise guest experiences – essential for delivering seamless service. Embracing AI and contactless technology are also key. The future of hospitality is smart, secure, and seamless.
“It’s important to align technology investments with your strategic goals to ensure you are using the right tools. The right technology doesn’t just streamline operations—it elevates the entire hospitality experience,” says Nasra.
One of the main challenges facing the hospitality industry today is the fragmentation of software providers, from PMS and PoS systems to OTAs and channel management, according to Tjalling van den Burger, Vice President Enterprise Sales, of Adyen, which brings all these platforms together, offering a unique, fully integrated unified commerce experience.
“It’s wise to focus investment efforts on unifying these systems,” he says. “Traditionally, the hospitality sector has lagged in technology adoption compared to other industries, often relying on third-party products instead of developing in-house solutions. Legacy providers dominate the landscape with outdated technology, leading to manual processes that are prone to human error. Additionally, operations are often fragmented, with hotel groups in different regions relying on multiple providers, further complicating the management process.”
* FHS World takes place at Madinat Jumeirah in Dubai from September 30 to October 2.