Life After COVID-19: Artificial Intelligence in Hotels; In-depth Literature Review

Abstract

Purpose: This study aims to systematically review the impact of artificial intelligence (AI) on the hotel industry post-COVID-19, focusing on articles published between 2019 and 2024. Grounded in the Technology Acceptance Model (TAM), the research examines the relevance and application of AI within the industry, particularly in response to the challenges posed by the pandemic.

Study design/methodology/approach: The study adopts an interpretive paradigm and employs thematic analysis to synthesise findings from various academic journals. Keywords such as ‘hotels,’ ‘tourism industry,’ ‘COVID-19,’ and ‘artificial intelligence’ are used to identify relevant literature. The methodology involves a detailed literature review and analysis to explore how AI technologies enhance operational efficiencies, service quality, and cost reductions in the hotel industry.

Findings: The findings reveal that AI has become critical in adapting hotel operations to new market realities post-COVID-19. AI technologies offer innovative solutions that align with changing consumer expectations and industry standards, contributing to improved customer experiences and operational efficiency. Integrating AI into hotel management and customer service platforms is essential for the recovery and future growth of the hospitality sector.

Originality/value: This study contributes to the existing literature by providing insights into the impact of AI on the hotel industry post-COVID-19. It highlights the importance of AI technologies in improving hotel customer experiences, operational efficiency, and profitability. The application of the TAM framework underscores the significance of perceived usefulness and ease of use in driving the acceptance and sustained use of AI in the hotel industry. The study recommends ongoing investment in AI technologies and adaptation to technological advancements to meet evolving customer needs and industry demands.