Generative AI hospitality

Using large language models (GPT-4, Claude, Gemini) to handle hotel functions: virtual concierge, personalised recommendations, complaint handling, marketing copy and revenue management. Marriott rolled out a proprietary Concierge AI in 2024, IHG deployed Claude for multilingual customer service, and Hilton is testing an AI butler in 30 US properties in 2025. The pitch is twofold: free staff from repetitive work, and deliver personalised service at scale. The limit is emotional: no AI yet replaces an experienced human butler when a guest is anxious, upset or simply wants to feel known. Most premium operators use AI behind the scenes and keep humans at the touchpoints.